Millennials, Baby Boomers, Gen X, and Gen Z share their most beloved brands

  • Millennials, baby boomers, Gen Z, and Gen X can all agree on one thing.
  • They all love Amazon, according to a Morning Consult study.
  • The marketing research firm asked thousands of adults across the US to rate different brands based on favorability, trust, community impact, and how likely they would be to recommend the brand to others. 
  • The 2019 study captures how consumer preferences vary by generation.
  • Visit Business Insider's homepage for more stories.

Quick, what's your all-time favorite brand?

Well, according to a study from Morning Consult, your preferences are likely somewhat shaped by your generation.

The market research company interviewed 400,000 adults across the US, asking an average of 11,000 people to rate over 1,900 companies.

While some brands, like Amazon, proved popular across generations, others like Cheerios and PlayStation are more closely linked to specific demographics.

top 10 most loved brands across generaions US chart

Related: 10 most valuable brands in the world

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10 most valuable brands in the world

10. Target

Brand value: $13.67 billion

Percentage change from last year: -20%

Last year's rank: 7

Target is losing value fast as it struggles to keep up with ecommerce focused brands, but is adding new initiatives like same-day delivery of online orders to become more competitive. Even though it's value is down, Target reported same-store sales were up 6.5% in the second quarter.

(REUTERS/Brendan McDermid)

9. Lowe's

Brand value: $14.02 billion

Percentage change from last year: +1%

Last year's rank: 9

Lowe's hold's onto the same spot it held last year. Itrecently closed the Orchard Supply Hardware chain it aquired last year to focus on the Lowe's brand.

(Photo by Michael Brochstein/SOPA Images/LightRocket via Getty Images)

8. Walgreens

Brand value: $15.54 billion

Percentage change from last year: -3%

Last year's rank: 8

Walgreens value is down -3% from last year. The company recently reported same-store sales were down by 1.2% at Walgreens in the most recent quarter

(Photo by Joe Raedle/Getty Images)

7. JD.com

Brand value: $19.62 billion

Percentage change from last year: +47%

Last year's rank: 11

JD.com, a Chinese online retail giant, is growing extraordinarily fast — last year, the company didn't even hold a spot in the top 10 most valuable brands. In June, Google announced it would be investing $550 million in JD.com.

(Photo by Zhang Peng/LightRocket via Getty Images)

6. CVS Health

Brand value: $20.6 billion

Percentage change from last year: -12%

Last year's rank: 6

CVS Health's value is down, but the company, which is in the midst of a merger with Aetna, recently reported same-store sales were up by 1.6%.

5. Ikea

Brand value: $24.35 billion

Percentage change from last year: +1%

Last year's rank: 5

Ikea remains consistent with the almost the same value as last year. The brand was ranked fifth last year as well.

4. Home Depot

Brand value: $33.74 billion

Percentage change from last year: +12%

Last year's rank: 4

Home Depot holds onto the fouth spot from last year. Home Depot has 2,284 stores in North America, and appears to be the store of choice for millennials. In a Bank of America survey of 1,000 millennials, reported by US News, 64% said Home Depot was their top choice for home-improvement shopping.

(Photo by Justin Sullivan/Getty Images)

3. Alibaba.com

Brand value: $54.92 billion

Percentage change from last year: +58%

Last year's rank: 3

The Chinese company Alibaba.com is ranked in the same spot as last year, but the e-commerce giants value is up nearly 60%.

(REUTERS/Bobby Yip)

2. Walmart

Brand value: $61.48 billion

Percentage change from last year: -1%

Last year's rank: 2

While Walmart defends the number two ranking, its value remains roughly the same as last year.

1. Amazon

Brand value: $150.81 billion

Percentage change from last year: +42%

Last year's rank: 3

Up 47% from its 2017 value, Amazon is the largest online business by market capitalization and revenue. Beyond being an online retailer, it produces cloud infrastructure and electronics and is present in music and video streaming. In addition, the 2017 $13.7 billion Whole Foods acquisition took Amazon from the digital to the physical realm.

(REUTERS/Pascal Rossignol)

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