![What drives brand love for a generation like no other, in a year like no other: Morning Consult's fourth edition of the Most Loved Brands report tries to peel back the onion. Source: Morning Consult](https://cache.luxurydaily.com/wp-content/uploads/2020/08/morning-consult-082620.png)
While Morning Consult’s latest research on U.S. Gen Z may not be entirely applicable to luxury marketers, it does heed to note what makes this highly picky, fully digital generation love brands.
While Morning Consult’s latest research on U.S. Gen Z may not be entirely applicable to luxury marketers, it does heed to note what makes this highly picky, fully digital generation love brands.