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Earlier this year, we released a first Brand EQ report looking at the overall global picture we find when we talk with people about brands’ emotional intelligence and category experiences. Our report was based on a study of 15,000 people.  

This new report delves deeper into one of the areas we uncovered previously: the effects of generational differences on the way Brand EQ is perceived within fifteen major markets globally. 

At first sight, there are some similarities in the way we all see big global brands. Google is the #1 for the three groups we have looked at (broadly, GenZ, Millennials and Post Millennial). However, dig a little deeper and we find: 

• Distinctive lists of generational brands 
• Very particular associations and experiences at a brand level across cohorts 
• Real richness and difference on a market-by-market level