The High School Superlatives Brands Would Win in 2018

Class Heartthrob and Most Changed Since Freshman Year included

These are the most popular brands of 2018. Illustration: Dianna McDougall; Sources: Getty Images, Amazon
Headshot of Lisa Lacy

Ah, superlatives—the titles we bestow upon ourselves when we graduate high school, as well as upon brands, innovations and virtually anything else that can be put into a list when one chapter ends and another begins. In this case, that chapter is the calendar year, which is why market research firm Morning Consult released its 2018 brand superlatives.

Morning Consult interviewed 1.5 million consumers throughout the year to come up with the titles—and Adweek determined its high school superlative equivalent.

Class Heartthrob

Winner: Amazon

Ecommerce (and increasingly everything) darling Amazon is the Most-Loved Brand of 2018.

Amazon retains its 2017 title as the brand that ranks highest in net favorability—which are favorable ratings subtracted by unfavorable ratings—with a score of 78.7.


Winners: Amazon and Google

Amazon tied with Google as the Most Admired Employer as 60 percent of participants said they would like to work for the companies. The number skewed slightly higher for college graduates.

Most Outgoing

Winner: Netflix

Netflix is always in the center of conversation as The Brand Most People Told Their Friends About. Morning Consult says 74 percent of adults “would be very likely to recommend the streaming service.” That’s particularly true for Gen Z and millennials (77 percent).

Most Changed Since Freshman Year

Winner: DoorDash

Morning Consult’s Brand On the Rise is on-demand delivery service DoorDash, which saw brand recognition increase from 36 to 51 percent. Brands like UberEats (65 percent) and GrubHub (73 percent) have higher brand recognition overall, but their increases from 2017 were lower.

Life of the Party

Winner: Walmart

American retail giant Walmart was dubbed The Brand Most People Want to Buy From. Morning Consult said 69 percent of consumers said they “are either very likely or absolutely certain they would consider purchasing from the company,” which was matched by no other retailer.

This was true across income levels, with 71 percent of households with income under $50,000 saying they are very likely or absolutely certain they would consider purchasing from Walmart; 70 percent of households in the $50,000-to-$100,000 range; and 62 percent of households that earn more than $100,000.

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.
Publish date: December 4, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT