These 15 brands are favourites of college-educated consumers making over $75,000 a year

Joe Raedle / Getty ImagesAffluent shoppers love Costco.
  • Costco and Amazon continue to be loved by affluent consumers.
  • Morning Consult conducted more than 400,000 survey interviews to determine the most loved brands in America.
  • It also determined the preferences of consumers who have at least a bachelor’s degree and $US75,000 in annual income.

Affluent shoppers love Costco and Amazon.

Morning Consult conducted more than 400,000 survey interviews to determine the most loved brands in America. As part of that study, it also found out which brands were favoured by consumers who have at least a bachelor’s degree and $US75,000 in annual income.

In conducting the survey, Morning Consult considered four factors: brand favorability, trust, community impact, and net promoter score, or how likely a respondent would be to recommend the brand. It then assigned a score to the brands, with each company receiving ratings from between 1,000 and 56,000 people over the age of 18.


Read more:
Millennials’ favourite brands include tech companies like Netflix, Google, and Amazon – see the top 20

The high-income consumers had slightly different preferences from those in the general survey. While Amazon was still No. 1 overall, these so-called “consumer elites” were especially fond of Costco, which offers annual memberships starting at $US60 and didn’t rank in the top 25 overall. They also had a favourable view of AAA, Trader Joe’s, and Visa, none of which made it into the top 25.

See the full list:


15. Barnes & Noble


14. Visa

Thompson Reuters

13. Target

Chris Weeks / Contributor / Getty Images

12. Toyota Motor


11. Trader Joe’s

Jessica Tyler/Business Insider

10. Chick-fil-A

Hollis Johnson

9. FedEx

Justin Sullivan/Getty Images

8. UPS

Rachel Premack/Business Insider

7. Google


6. Lowe’s

Joe Raedle/Getty Images

5. AAA

coronado/Shutterstock

4. Netflix

wutzkohphoto/Shutterstock

3. Home Depot

Joe Raedle/Getty

2. Costco

Trong Nguyen/Shutterstock

1. Amazon

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