Brand EQ 2022 - Generational Focus is a report that focuses on the different emotional intelligence drivers and experiences of different generations. The report ranks brands based on their emotional intelligence quotient (EQ) across three generations: Gen Z (18-24), Millennials (25-34), and 35+.
The report finds that while Google is the top brand across all three generations, there are significant differences in the rankings of other brands. For example, PayPal ranks 4th among 35+ year olds, 7th among Millennials, and 10th among Gen Z. Samsung ranks 2nd among 35+ year olds and 25-34 year olds, but only 7th among Gen Z. Netflix has a large ranking difference, ranking 2nd among Gen Z, 4th among Millennials, and 14th among 35+ year olds. Three brands only appear in the top 10 of one generation: Nivea and Amazon rank 7th and 10th among 35+ year olds, respectively, while Oreo ranks 8th among Gen Z.
The report also identifies "generational brands" that resonate with a particular generation but not overall. For example, Tesla ranks 43rd overall but 29th among Gen Z, indicating a 14-point increase in ranking among this group. Other brands that perform well among younger generations include Oreo (+13), KFC (+12), Starbucks, and Uber (+10).
The report suggests that understanding the emotional intelligence drivers and experiences of different generations can help brands improve their personalization and create better customer journeys.
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