15 Most Hated Brands in the US

2. X

Insider Monkey Score: 5

Researchers at the University of Toronto have proven what many have long suspected: utilizing X (previously known as Twitter) has a negative impact on our well-being. Although it was promoted as one of Gen Z’s 25 Favorite Brands in 2023, users now consider it one of the most hated brands in the US. The study discovered that while getting onto X gave some users a stronger sense of belonging, it was also associated with an instantaneous decline in positive emotions such as delight and an increase in anger, political division, and boredom.

The study also found that a person’s motivation for opening X in the first place—to check the news or out of boredom—has a significant impact on whether they tweet, retweet, like, scroll, or otherwise use the platform’s features, which are likewise linked to emotional repercussions. However, the most common issue that users encounter is negativity on this network, particularly in terms of political opinions.