It is the main governing association for football. If the current trend continues, Hershey’s and Lay’s will lose their spot among the top ten Most Connected Brands, and Kraft and Heinz will continue to drop in the rankings.The meaning of abbreviation FIFA is Federation Internationale de Football Association. While these brands are certainly iconic, they are not invincible. Lay’s is the only brand that performed comparably among younger audiences, ranking in the 94th percentile for connection. Among consumers ages 18-29, Hershey’s ranks in the 69th percentile, Heinz in the 52nd, and Kraft in the 37th when it comes to connection. This forces us to question whether ‘legacy’ food and beverage brands such as Hershey's, Kraft, and Heinz, will enjoy this status for generations to come.Īmong consumers 50+, Hershey’s ranks in the 100th percentile, Kraft in the 99th, and Heinz in the 96th in terms of connection, but this connection has not transcended generations. Consumers aged 50 years or older were the only ones to rank Hershey’s (2nd), Kraft (3rd), Tide (5th), Microsoft (6th), Dawn (8th), Lay’s (9th), and Heinz (10th) as top ten brands. While some brands are thriving among young consumers, others have struggled to find a home. The future of ‘legacy’ brands is called into question Gen Z and young millennials ranked Facebook 68th on this year’s MCB Index, and it ranks in the 39th percentile in terms of dynamism.

The nascent social media platform has quickly soared in popularity, supercharged by younger audiences increasingly using the app to be entertained, learn, and connect.Īmong 18-29 year-olds, TikTok’s success is juxtaposed by Facebook’s decline. TikTok – a platform that sets trends, nurtures creativity, and sparks movements – ranked in the 98th percentile for dynamism and the 100th percentile for buzz among 18-29 year-olds. Chick-fil-A's high-quality ingredients, creative marketing, and customer service strike a chord with young consumers. In comparison, McDonald's ranked in the 64th percentile for distinction among this age group. Gen Z and young millennials were the only age group to rank Chick-fil-A (7th), Instagram (8th), Netflix (9th), and TikTok (10th) as top 10 brands.Īlthough fast food is nothing new, Chick-fil-A ranked in the 98th percentile for distinction among 18-29 year-olds. For 18-29 year-olds, it’s Chick-fil-A over McDonald’s, and TikTok and Instagram over Facebook.

What does it stand for