# America's Best Brands Across Generations

New survey data reveals how Gen Z is fundamentally reshaping traditional consumer brand preferences.

- **Source:** [TIME](https://time.com/)
- **Published:** 2026-10-28
- **Topic:** [Marketing](https://brifing.si/c/marketing)
- **Original article:** <https://time.com/article/2026/10/28/americas-best-brands-by-generation/>
- **On Brifing:** https://brifing.si/s/d16a87f8-f874-4516-9c90-a17e4b71f617

## Survey Methodology and Scope

TIME and Statista surveyed over 33,000 Americans to analyze generational shopping habits. Participants listed brands across various categories, evaluating them on customer service, quality, and user experience. The final ranking reflects brands that were both frequently mentioned and highly rated, providing a clear snapshot of current consumer loyalty across different age demographics.

## Generational Brand Leaders

Brand preferences vary significantly by age group. Baby Boomers favor Brooks for running sneakers, while Gen X identifies Kate Spade as a top choice. Millennials show a strong preference for Ninja kitchen appliances. Meanwhile, Gen Z highlights Ice Mountain bottled water, a brand that gained significant popularity through viral trends on the TikTok platform.

## Department Store Decline

Department stores are losing relevance among younger consumers, particularly Gen Z. While older generations frequently list retailers like Nordstrom, Gen Z participants rarely mention department stores. This shift aligns with broader retail trends where luxury brands increasingly open standalone boutiques, bypassing the traditional department store model to reach consumers directly in their own spaces.

## Changing Retail Foot Traffic

The decline of physical malls contributes to shifting shopping behaviors. Between 2017 and 2022, the United States saw an average of 40 mall closures annually. As Millennials and Gen Z prioritize online shopping and second-hand markets, traditional retail hubs face reduced foot traffic, forcing brands to adapt their distribution strategies to meet modern expectations.

## Gen Z Shopping Dynamics

Gen Z consumers act as retail day-traders, mixing high-end and budget brands rather than relying on single-stop department stores. They demonstrate less loyalty to specific designer labels compared to previous generations. Instead, their purchasing decisions are heavily influenced by social media personalities and the specific items worn by the influencers they choose to follow.

## Experience Over Material Goods

Younger generations, including Gen Z and Millennials, prioritize spending on experiences over physical goods. Their budgets are increasingly allocated to travel, concerts, sporting events, and trendy foods. This lifestyle shift explains why certain household categories, such as ovens, are entirely absent from Gen Z brand rankings, reflecting a move away from traditional home cooking.

## Homeownership and Appliances

The absence of oven brands in Gen Z rankings is partially linked to low homeownership rates. Only about 25% of Gen Z members own homes, meaning the majority rent and rely on pre-installed appliances. Consequently, they have little reason to research or purchase large kitchen equipment, unlike older generations who manage their own households.

## The Fast-Casual Shift

Gen Z relies heavily on fast-casual dining and delivery apps like DoorDash and Uber Eats. This convenience-driven behavior replaces the need for traditional home cooking appliances. Despite these stark differences in lifestyle and brand loyalty, Chick-fil-A remains a rare point of consensus, appearing as a top-rated brand across all surveyed American generations.

## Sources covering this story

- https://time.com/article/2026/10/28/americas-best-brands-by-generation/ — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._