Most Loved Brands Report 2020

July 2020

Report summary

The coronavirus pandemic has proven to be among the most far-reaching and trying events of our lifetimes. Almost overnight, it changed the way we live, work and interact with the world around us. In the fourth edition of Morning Consult’s Most Loved Brands, we explore how the pandemic is transforming our relationship with the brands we love. This year’s top brands range from companies that have always been there for us to industry disruptors who are meeting this moment and in doing so changing the way we live, work, and entertain ourselves.

Key Takeaways

  • Nearly half (48%) of 2020’s Most Loved Brands are Food & Beverage brands or Household & Personal brands.
  • Brand Love is a key indicator of financial performance: There is a 49 point gap in net purchasing consideration between 2020’s Most Loved Brands and all other brands.
  • 2020’s most loved category, Shipping & Logistics, has an average Brand Love index score 12% higher than the second most-loved category, Restaurants.
  • Gen Z has its own perspective on the Brand Love equation. There are 26 brands that Gen Z love which do not appear on the top 50 list for all adults. Gen Z as a generation especially loves brands offering entertainment, innovation, and an experience, but also has a soft spot for the nostalgia of legacy brands better known to their elders.
  • There are 16 key top drivers of Brand Love, which include functional fundamentals like reliability, reputation, and availability, as well as emotional essentials like trust, ease of experience, and quality.


To determine this year’s rankings, Morning Consult analyzed over 150,000 Morning Consult Brand Intelligence interviews with U.S. adults to measure consumer perceptions across four key metrics: favorability, trust, community impact, and Net Promoter Score. The final rankings were determined using surveys conducted online among a national sample of adults. Between 3,700 and 8,300 adults rated each of the over 1,900 companies from June through July 2020. The average company was surveyed over 6,000 times. The maximum margin of error for a given brand is plus or minus 3%.

The Most Loved Brands Index is based on four metrics, added together for an index score:

Favorability Score: The percentage of consumers with a favorable opinion of the brand.

Trust Score: The percentage of consumers who trust the brand to do the right thing.

Community Impact Score: The percentage of consumers who say the brand has a positive impact on their local community.

Net Promoter Score: Consumers are asked on a scale of 1-10 how likely they would be to promote a given brand. NPS is determined by subtracting the percentage who say 0-6 from the percentage who say 9 or 10.

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