Zoom is the not-so-surprising big winner among 2020’s fastest-growing brands in a new Morning Consult study. But there are plenty of surprises down the list, led by Bayer’s widely criticized herbicide Roundup as the 11th fastest-growing brand, and Conde Nast’s venerable magazine brand The New Yorker as the 14th fastest-growing brand among Gen Z.
Morning Consult bases the rankings on growth in the percentage of people in tracking surveys who say they’d consider purchasing from a brand. Zoom more than doubled that number, from 11% in January to 26%, in November.
Other entrants on the list are also easy to explain. NBCUniversal’s new streaming service, Peacock, grew from a 4% to 16% purchase consideration. Fast-growing social-media, e-commerce, streaming or telecom brands TikTok, Instacart, Doordash, HBO Max, WhatsApp, Microsoft Teams and T-Mobile occupy spots 3-9. And Pfizer, whose COVID-19 vaccine is poised to be first to get approval for U.S. use, comes in No. 10.