The Story Wave 55

20 Brands Catching Baby Boomers’ Attention Right Now – AdAge-Harris Poll

A recent AdAge-Harris Poll uses QuestBrand data to rank the top 20 brands by quarter-over-quarter brand equity growth among Baby Boomers (ages 59 to 77). The top five growth brands from Q2 to Q3 2024 are listed below. 

Get a sneak peek from the article: “Apple’s third-quarter surge in brand equity seems to match quite closely with the stock’s performance. As you’ll see with several financial brands performing highly among boomers, they may be driven by the returns they’re seeing in their portfolios.” – Harris Poll co-CEO Will Johnson

Click here to check out all top 20 brands, and for a look at how these brands have successfully connected with Baby Boomers.

Consumer Spending: UK Insights

After several years of rising prices and constricted budgets, three-quarters (73%) of adults in the UK agree that the cost of essential goods and services is affecting them more now than ever before. Using data from QuestBrand’s Custom Questions functionality, we explore how British consumers have adjusted their spending habits in response to economic pressures.

• Watching their wallets: 41% of British adults say that they track personal spending more now than they did a year ago.
• Young consumers feel the pressure: 51% of Gen Zers say they are spending more on essential goods and services now than they did a year ago.
• Do I really need a new shirt?: British consumers who have reduced spending on non-essential goods and services in the past year most often cut clothing and accessories purchases (60%).
• Who’s to blame?: When asked what/who is primarily responsible for the rising prices of consumer goods and services, British adults most often point to the government (28%) and retailers (28%).
• Company mistrust: 80% of British adults agree that companies are taking advantage of consumers by raising prices.

Read the full report.

HelloFresh Catches Gen Z’s Attention – Brand Story

In November, AdAge used QuestBrand data to release their quarterly Gen Z Brand Tracker. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-27). HelloFresh ranked second on this quarter’s list. 

• From Q2 to Q3 2024, HelloFresh experienced a +6.4% lift in brand equity among Gen Z adults, compared to only a +0.6% lift among the general population of US adults.
• Taking a closer look at HelloFresh’s brand equity data, it’s clear that Gen Z  recognizes the value of HelloFresh’s meal kits. The graph below shows that HelloFresh’s perceived Quality score increased considerably among Gen Z adults throughout Q3 2024. 

What did HelloFresh do that resonated with Gen Z consumers? Read the full brand story to find out.