Support to brands changing logos for selected events in the U.S. 2023, by generation

During an April 2023 online survey among adults in the United States, at least 63 percent of respondents from all generations somewhat or strongly supported brands temporarily changing logos and visual identities for Christmas. Meanwhile, less than 60 percent of GenZers (born between 1997 and 2012), millennials (1981-1996), and GenXers (1965-1980), as well as less than 35 percent of baby boomers (1946-1964), said the same about Pride month. According to the same study, 14 percent of U.S. adults thought brands should never change their logos.