Playstation has been voted the most ‘intimate’ brand among millennials, while Xbox has topped the list for Gen Z.
MBLM released its Brand Intimacy 2020 Study, which studies brands based on the emotional science behind customer affinities.
For millennials, PlayStation finished ahead of Amazon, Target, Disney, Ford, Jeep, Apple, YouTube, Xbox and Nintendo.
“PlayStation has been a strong millennial brand in our study for years and in 2020 has emerged as top performer, especially among men,” stated MBLM managing partner Mario Natarelli.
“Similar to our 2019 findings, millennials form strong connections with brands in the media & entertainment industry.
“The combination of the e-sports phenomenon and impact of hardware platforms has likely fueled PlayStation’s rise in the rankings. Impressively, more than 50 per cent of millennials in our survey are in some form of intimacy with the brand.”
For Gen Z, Xbox topped the list followed by Spotify and Sephora.