Which companies do you hold in highest esteem? It may depend on your age. RepTrak, which gathers data to help companies understand how consumers perceive them, has released its annual list of the world’s 100 most reputable companies. It also broke down its findings by generation. Unsurprisingly, boomers’ top companies look a little (well, a lot) different than those of millennials, or Generation Z. Do you agree with your contemporaries? Read on to find out.
Related: Advice from Seniors to Millennials
10. Canon
Boomers (defined by RepTrak as ages 56-64) aren’t the only generation to approve of Canon — Gen Z (defined as ages 18-25) also puts them in their top 10. The maker of cameras, printers, copiers, and other electronics finished in sixth place overall in RepTrak’s rankings, the best showing for a tech company.
Related: Tech Products That Will Make Your Life Easier
What Other Generations Think
- Gen X: Sony
- Millennials: Pirelli
- Gen Z: Microsoft
Gen X (defined as ages 41-55) is the only generation to rank Sony in its top 10; the same goes for millennials and tire giant Pirelli. Besides Gen Z, tech-savvy millennials (defined as ages 26-40) are the only other generation to give a spot in their top 10 list to Microsoft.
Related: Historic Failures By Successful Billionaires
9. Disney
Boomers love Disney, but it turns out that Gen Z ranks Disney even higher on their list, putting the entertainment company at No. 6. Perhaps some of that admiration is thanks to streaming service Disney+, which has been a star performer for Disney while its theme parks have struggled during the pandemic. (Baby Yoda for the win.)
Related: How Disney Has Revolutionized Entertainment
What Other Generations Think
Gen X: Ferrero
Millennials: Netflix
Gen Z: Rolex
Gen X must have a sweet tooth: It’s the only group to place Ferrero, maker of Nutella and owner of several popular candy brands, in its top 10. (Don’t underestimate the popularity of Nutella — the French have even fought tooth and nail over discounted jars of the chocolate-hazelnut spread.)
Related: Foods Americans Eat Now That They Never Heard of 20 Years Ago
8. Novo Nordisk
Boomers, perhaps at an age where they have a newfound appreciation for certain medications, are the only generation to put a pharmaceutical company in their top 10. Based in Denmark, Novo Nordisk is best known for making various forms of insulin for diabetics.
Related: Foods Diabetics Should Avoid
Trending on Cheapism
What Other Generations Think
Gen X: Levi Strauss
Millennials: Barilla
Gen Z: Google
Gen X is the only age group to give a spot in its top 10 to denim icon Levi’s, while carb-happy millennials are the only generation to feel so strongly about pasta maker Barilla.
Related: Iconic U.S. Brands That Aren’t Made in America
7. Hyatt
Though Hyatt notches a respectable 24th place overall in RepTrack’s rankings, boomers are the only generation to put this Chicago-based hotel chain in their top 10.
Related: Successful Businesses Launched During Economic Downturns
What Other Generations Think
Gen X: Adidas
Millennials: Google
Gen Z: Lego
Believe it or not, this seventh-place finish is Lego’s worst ranking among age groups. Turns out Gen Z may not be quite as enamored with the classic building toy as previous generations.
Related: You Won’t Believe How Much These Collectibles Fetched at Auction
Sign up for our newsletter
6. Singapore Airlines
Here’s another curveball from Boomers, who are apparently dealing with some serious wanderlust. They’re the only generation to rate Singapore Airlines so highly. The airline landed in 38th place overall, besting the only other two airlines in RepTrack’s top 100: Lufthansa (52nd) and Emirates (69th). Shut out completely: Any U.S.-based airlines.
Related: Most Luxurious First-Class Amenities
What Other Generations Think
Gen X: Samsung
Millennials: Ferrari
Gen Z: Disney
Gen X is the only age group to put Samsung in its top 10, but the maker of phones, appliances, tablets, and other tech finishes a respectable 17th place overall.
Related: Decade Dead Zone: Brands, Stores, and Products That Have Disappeared
5. Bosch
Perhaps spurred on by a year where their dishwashers and microwaves were more important than ever, Boomers kick off a wave of love for Bosch, which notches an impressive fourth-place finish overall. The only generation to pass over this maker of home appliances and tools for a spot in their top 10 was Gen Z.
For more fun boomer stories, please sign up for our free newsletters.
What Other Generations Think
Gen X: Ferrari
Millennials: Adidas
Gen Z: Canon
While Adidas also cracked the top 10 with Gen X, millennials rank the legendary sporting-goods company higher. Adidas also finishes in seventh place overall in RepTrack’s rankings.
Related: The Secret Histories of Popular Brands
4. Rolex
It’s not just Boomers who think highly of Rolex — millennials also put Rolex at No. 4 on their list, while Gen X puts the company at No. 3 and Gen Z at No. 9. In fact, Rolex is the only company other than Lego to make the top 10 list for every generation, and is the No. 2 company overall.
Related: Surprisingly Expensive Products From Costco
What Other Generations Think
Gen X: Bosch
Millennials: Rolex
Gen Z: Nintendo
Perhaps Gen Z has played a lot of “Animal Crossing” during the pandemic? They’re the only age group to put Nintendo, which finished 21st overall, in their top 10.
Related: Nintendo to Hatchimals: Gifts That Sparked Black Friday Insanity
3. Harley-Davidson
Boomers are ready to feel the wind in their hair, and who can blame them? Interestingly, it turns out Gen X is an even bigger fan of Harley, placing the iconic motorcycle maker at No. 2 on their list.
Related: Legendary Harley-Davidsons
What Other Generations Think
Gen X: Rolex
Millennials: Bosch
Gen Z: Nike
Gen Z is the only age group to rank Nike so highly — the massive athletic company doesn’t even make it into the top 10 of any other generation, and finishes in 22nd place overall.
Related: The Most Expensive Sneakers Ever Sold at Auction2. Ferrari
Who can resist the appeal of an expensive Italian sports car? Certainly not boomers, who give Ferrari its highest ranking among age groups. Gen Z is the only generation to shut out Ferrari completely. Ferrari finishes third overall in RepTrack’s rankings.
Related: Classic Italian Sports Cars We Still Love
What Other Generations Think
Gen X: Harley-Davidson
Millennials: Lego
Gen Z: Spotify
Spoti-what? Gen Z is the only generation to put this music streaming service in their top 10, and the company is brand new to RepTrack’s top 100 list this year, finishing in 29th place overall.
Related: Simple Things Today’s Teens Don’t Know How to Do
1. Lego
Turns out that different generations can actually agree on something, afterall: Legos (and the Lego Group) will always rock, notching first place with Boomers, Gen X, and overall.
Related: Famous Brands That Refused to Die
What Other Generations Think
Gen X: Lego
Millennials: Microsoft
Gen Z: Netflix
Gen Z’s pick for the most reputable company, Netflix, fails to crack any of the other generations’ top-10 lists except for millennials’, but finishes in a respectable 12th place overall.
Related: Things We Use All the Time That Didn’t Exist a Decade or So Ago
