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03/23/2021

The brand that connects most with women during the pandemic is ….

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

A global tech giant received high marks for forming emotional bonds with women during the COVID-19 pandemic.

Apple took the top spot with women in MBLM’s Brand Intimacy COVID Study, which analyzes brands based on emotional connections during the pandemic. Amazon and Toyota placed second and third, respectively. (The study defines brand intimacy as the emotional science that measures the bonds consumers form with the brands they use and love.)

The top three brands for millennial women are Apple, Amazon and Target. Women aged 35-54 prefer Amazon, Disney and Apple and those aged 55-64 rank Hershey’s, Coca-Cola and Samsung as their top brands. 

The top three brands for women making between $35,000 and $75,000 are Apple, Amazon and Toyota, and the top three brands for women making between $75,000 and $150,000 are Apple, Amazon and Ford. Additionally, intimate brands continue to significantly outperform the leading brands in the Fortune 500 and S&P 500 indices across revenue growth, profit growth and stock price.

“During COVID-19, retail brands, in particular, increased their performance with women,” said Rina Plapler, partner, MBLM. “We believe this suggests that women were responsible for both online ordering and curb side pickup, especially in earlier periods when retail brands served as community lifelines, supplying essential items to people in need.”
 
Additional notable findings are below.

•    Apple is the brand women can’t live without the most, according to the study, with 49% of respondents indicating they can’t live without the brand
•    Zoom is the top brand that women have increased emotional connections with during COVID.
•    Facebook is the brand women use most daily during COVID.
•    Purell is the brand women are most willing to pay 20% more.
•    Hershey’s is the top brand for indulgence for women.
•    Apple is the top brand for fulfillment and enhancement for women.
•    Facebook is the top brand for ritual for women.
•    Campbell’s is the top brand for nostalgia for women.

To download the main Brand Intimacy COVID Study report or explore the rankings, click here.