A new ranking, "America's Best Brands, According to Each Generation 2026," has identified top-performing brands based on detailed surveys of over 33,000 American consumers across four generations: Baby Boomers, Gen X, Millennials, and Gen Z. The analysis, a collaboration between TIME and Statista, focused on key metrics including user experience, customer service, reputation for quality, and likelihood of recommendation.

The methodology involved an independent survey of participants who had interacted with brands within the past three years, either through purchases, service usage, or information gathering. A total of over 220,000 evaluations were collected across more than 112 categories. Brands considered for the rankings were primarily those available to U.S. consumers, with location-dependent services needing presence in at least two census regions.

The survey, which took an average of 10 minutes to complete, was conducted from March to May 2026. The final scores were weighted, with the Likelihood of Recommendation accounting for 50% of the total. The remaining 50% was divided equally among three criteria:

  • User Experience: This metric assessed the end-to-end customer journey, focusing on aspects like accessibility, clarity of information, personalization, and intuitive technology.
  • Customer Service: This criterion evaluated the speed of responses, the knowledge and relevance of support provided, and the availability of priority customer service options.
  • Reputation for Quality: This measure focused on consistent and reliable brand performance, trust and safety, and transparent communication regarding policies such as returns and warranties.

The top three to five brands in each category, based on their size and highest scores within each generation, were awarded the "America's Best Brands According to Each Generation 2026" designation.

The study noted that the rankings reflect customer evaluations and available data from the last three calendar years. Events or developments occurring after August 31, 2026, or those pertaining to individuals associated with the brands, were not included in the metrics. The disclaimer emphasizes that the rankings should be considered alongside other available information and advises consumers to conduct their own research, including visiting brand websites or stores.