The Buzziest Brands for Each Generation (2024)

Brands track a variety of metrics to assess their overall brand performance — from awareness to purchasing intent to net promoter score, all of these metrics can provide valuable insight into a brand’s standing with consumers. One part of that complicated equation is brand buzz. Buzz differs from awareness in that it measures not just the share of consumers who know a brand exists, but the ones that have seen, read or heard something about that brand recently. In short, it shows whether or not a brand is breaking through the overwhelming amount of content consumers are exposed to every day.

Morning Consult Intelligence measures brand buzz, both positive and negative, on a daily basis in 43 countries. In the U.S. in particular, the buzziest brands for each generation reveal a lot about the companies that are grabbing the most consumer attention.

Gen Zers are highly attuned to brand news

The most notable thing about Gen Z’s buzziest brand list is just how buzzy the brands are. TikTok comes in at the top of the list with a total buzz — defined as the share of respondents who have seen, read or heard something about the brand, whether good or bad — of 75. Compare that with baby boomers’ top brand, where total buzz is 53.37.

When it comes to which brands are breaking through for Gen Z, there’s one common theme: tech. From tech giants like Apple to social media networks like X (formerly Twitter), the list underscores the fact that Gen Zers live a tech-forward life and are paying attention to brands operating in that space.

Millennials are paying attention to brands that provide convenience

Millennials may have not been quite as quick to embrace TikTok as Gen Zers, but the tides are turning. TikTok tops the list of buzziest brands for this generation as it does for Gen Zers, with nearly 3 in 5 saying they have seen, read or heard something about it recently.

Beyond their social media habits, millennials are clearly hearing from brands that facilitate convenience, which is in line with their overall preference for tools and services that make their lives easier. That comes in the form of retail giants like Amazon and Walmart, which can act as a one-stop-shop for busy millennials, and convenient food and beverage stalwarts such as Starbucks.

Gen Xers balance mainstream brands with rising stars

Despite growing up in an analog world, it’s clear that Gen Xers, like their younger counterparts, are paying attention to technology brands. And while tech stalwarts clearly grab Gen Xers’ attention, there’s still a place for new tech brands that are typically more associated with the younger adults. TikTok earned the no. 2 spot on Gen X’s rankings and Temu also ranked in the top five. This high placement shows the online retailer is doing a good job of breaking through to this deal-centric, practical audience.

Gen X’s buzziest brand also can’t be ignored: Ozempic has taken the market by storm in the past year, and Gen Xers are taking notice. At the same time, they’re also attuned to messaging from many food and beverage companies including fast food stalwarts, suggesting a complicated relationship with food and diet culture

Baby boomers’ buzziest brands reveal discretionary spending categories

When it comes to technology, age may truly be just a number. Platforms and channels that are thought to appeal solely to younger consumers, such as TikTok and Temu, are starting to break through for boomers as well.

In their offline life, Morning Consult research finds that boomers are engaging in fewer social activities, but the buzziest brands suggest some spending categories that are drawing their attention. Casual and fast food chains in particular are breaking through, suggesting an interest in dining out, though they tend to cook at home more often than other generations. And Boeing also lands near the top, which is more likely a factor of early 2024 headlines, though boomers are also highly engaged in the travel category.

The data in this analysis comes from our new Generations 101 report, which includes the full top 20 buzziest brand rankings for each generation, as well as dozens of additional charts and insights on what marketers need to understand about the generations.

Download the report