Most-Loved Brands Harness Nostalgia, Comfort and Joy
Per MarketCast, among people 35-49 years old, Oreo ranked No. 4 for fandom and received an 83% overall love score.
Although tech giants are dominating for overall brand fandom in 2025, when it comes to companies consumers love and trust the most, some different ones are also winning hearts and minds. As part of its 2025 Brand Fandom study, MarketCast measured how much consumers love and trust their favorite brands, and some of the results suggest that nostalgia and joy are powerful emotional drivers.
- Among people 35-49 years old, Oreo ranked No. 4 for fandom and received an 83% overall love score.
- Nintendo was No. 16 for fandom among Gen Z with an 82% overall love score.
- Levi’s, which was No. 9 for overall fandom across all demographics, rises to No. 5 among Gen Z and Millennials, and scores high for love (76%) with 35-49 year olds.
“Fandom for consumer brands isn’t so different from music, sports, or movie fandom—it’s rooted in emotion and identity,” said Ed Trujillo, Senior Vice President, Brand Solutions, MarketCast. “When people feel that connection, they don’t just buy the brand, they advocate for it and make it part of their daily lives. And brands that build this kind of fandom aren’t just loved, they’re resilient. They can better withstand economic shifts, price pressure, and rising competition because their fans stick with them through it all.”
Get the full Brand Fandom 50 list and more insights here.
