Unveiling Gen Z's Brand Preferences: A Morgan Stanley Intern Survey











A comprehensive survey conducted by Morgan Stanley among its 2025 North American summer intern cohort has shed light on the evolving brand preferences of Generation Z. This insightful report delves into the inclinations of these young professionals, covering everything from their preferred digital services and fashion choices to their favorite fitness routines and car brands. The findings suggest a discernible shift in consumer behavior, with emerging brands gaining significant traction while the allure of some established names, particularly in the luxury sector, appears to be diminishing. This analysis offers a unique perspective on the purchasing habits and lifestyle trends shaping the future market.
The study, compiled by Morgan Stanley's equity research division, draws data from over 500 interns, most of whom are 21 years old or younger. This demographic, identified as the next wave of innovators and decision-makers, provides crucial insights into future market dynamics. For seven consecutive years, the firm has meticulously tracked these preferences, using the data to inform investors and corporations about burgeoning trends. The 2025 intern class, described by the research team as exceptionally driven, ambitious, and globally aware, represents a pivotal segment for understanding tomorrow's consumer landscape.
Among the key takeaways from the survey, a notable trend emerged in the realm of streaming services. Spotify dominated the music streaming category, with a significant 69% of interns reporting subscriptions, far outstripping rivals like Apple Music and YouTube. For video content, Netflix held the top spot, closely followed by YouTube and TikTok, indicating a diverse media consumption habit. In the athletic footwear market, while Nike remained the leading choice, its market share has seen a considerable decline from previous years, ceding ground to competitors like Adidas and the rapidly ascendant Hoka. This shift underscores a dynamic and competitive landscape where brand loyalty is increasingly fluid.
The fashion sector also revealed interesting shifts. Zara secured the position of most preferred apparel brand, with Lululemon and Aritzia trailing closely. However, both Zara and Lululemon experienced a slight dip in preference compared to the prior year, while brands such as Arc'teryx, Aritzia, and Ralph Lauren saw gains, highlighting the growing influence of newer, trend-forward labels. In the accessories domain, a significant portion of female interns expressed no particular allegiance to any handbag brand, with Longchamp and Coach being the most cited individual preferences. This trend signals a move away from overt luxury and logo-heavy items towards more understated or practical choices, reflecting a broader 'quiet luxury' movement among this generation.
The survey also highlighted changing preferences in everyday items and lifestyle. Owala emerged as the favored water bottle brand, surpassing the once-ubiquitous Stanley Cup, indicating a quick turnover in popular consumer goods. When it came to fitness, indoor gyms were the clear preference for half of the interns, showcasing a demand for convenient and well-equipped exercise spaces, a trend mirrored by corporations investing in sophisticated on-site wellness facilities. In the automotive industry, Mercedes-Benz was the most desired brand, while Tesla's appeal significantly waned, reflecting broader shifts in public perception and market performance for electric vehicles. Lastly, digital payment methods showed a strong inclination towards Apple Pay, which was used weekly by a vast majority of interns, followed by Venmo and PayPal, underscoring the ubiquity of mobile payment solutions in their daily lives.
The comprehensive findings from this Morgan Stanley survey underscore a fundamental evolution in brand consumption among young professionals. This cohort demonstrates a clear inclination towards innovation, practicality, and perhaps a more subtle form of personal expression, moving away from ostentatious displays of wealth or traditional brand allegiances. Companies aiming to connect with this powerful consumer segment must adapt to these shifting preferences, focusing on value, functionality, and a nuanced understanding of Gen Z's diverse and rapidly changing tastes.