Why Trader Joe's Is A Hotspot For Gen Z Date Nights

Trader Joe's grocery chain has a loyal, cult-like following, especially among Gen Z'ers born between 1997 and 2012. According to a recent Axios Harris Poll 100, Generation Z believes that Trader Joe's is the most reputable company in the U.S., beating out 99 other popular companies like Tesla and Amazon. The company's popularity transcends demographics, landing in the top four amongst rural, urban, and suburban communities. Even Democrats and Republicans can agree on this.

Why did the grocery store chain score so high across the board? The poll considered factors important to that generation — trust, ethics, citizenship, vision, and culture. In a report by Deloitte, Generation Z expects companies to hold the same commitment to global and societal issues as they do and expect companies to demonstrate that. In return, they support companies they believe in.

After 60 years, Trader Joe's has kept their footprint small while chains swelled around them like ticks. With 80% of their products being a private label, the company can keep costs down, especially as food prices surge. Their quirky attempts at marketing appeal to younger generations, as do personal interactions, which are evident at checkout. Hand-written signs throughout the store and a Trader Joe's podcast make the store a "national chain of neighborhood grocery stores" (via Forbes).

Generation Z is the first generation to grow up fully digital. Although they have strong moral compasses, social media also has more of a say in their behavior. So when a trend goes viral with a company they support, the response is enormous — even when it comes to matters of the heart.