April 7, 2025

Homegrown Giants, Hometown Hearts: Washington State's Most-Loved Brands Revealed

Author: Copacino Fujikado

What makes a brand beloved?

There are certain brands inextricably linked to specific places: Coors, Colorado; Levis, San Francisco; Bloomingdale's, New York City. At Copacino Fujikado (CF), we are exploring how Washington residents feel about some of our iconic local brands to get a better understanding of what it means to be a Pacific Northwest company that has succeeded. We conducted a survey with 1,000 Washingtonians about their brand preferences, purchase drivers, and beliefs about how brands can win in Washington.

In our state's vibrant economic landscape, certain brands have managed to capture the hearts—and wallets—of local consumers. Our survey reveals key insights into why consumers in Washington are drawn to local brands and what characteristics they prioritize when deciding where to spend their money.

The most beloved brands in Washington

Unsurprisingly, iconic brands like Starbucks (47%), Microsoft (44%), Amazon (38%) and Boeing (37%) immediately came to mind unprompted for Washington residents. Respondents also mentioned Costco, Nordstrom, REI and Rainier Beer.

When asked about a prompted list of local brands, this pattern remained largely the same, with 8 in 10 respondents recognizing Starbucks as a beloved Washington icon. Major tech brands and employers Amazon and Microsoft follow closely behind, with Costco rounding out the options that received a majority of respondent recognition.

Local staples that have become national players like Alaska Airlines, Nordstrom and REI received some recognition, but more niche brands like Brooks Running, K2 and Filson struggle to break through with Washington consumers at large.

Local loyalty runs deep

Washingtonians take pride in supporting homegrown brands, with over 70% indicating they're highly likely to purchase from companies based in their own state. This strong regional loyalty cuts across all demographics, showing a widespread desire to invest locally.

But it's not just about proximity; nearly half of consumers, especially men (54%) and individuals under 40 (54%), stress the importance of aligning brand values with their own. Additionally, many consumers—particularly those under 40 and over 60—expect brands to authentically reflect their Northwest heritage.

Customer service and community first

Washington residents clearly articulate what's most important to them: exceptional customer service, fair treatment of employees, and consistent, reliable product delivery. Interestingly, despite Washington's significant tech presence, consumers placed innovative products and technological advancement lower on their priority list.

When respondents described essential traits brands need to succeed in Washington, they frequently highlighted customer service (30%), community and ethics (25%), employee treatment (20%), product quality and innovation (17%), and environmental sustainability (17%). These traits suggest a connection to Washington's pioneering history, emphasizing community and collaboration.

The impact of local giants

Amazon is perceived as having the most significant regional impact, thanks largely to its dependable delivery and economic contributions. Yet, despite Amazon's dominance, other local brands excel in crucial areas. For instance, Nordstrom (72%) and Costco (70%) are notably strong in customer service. Costco, in particular, enjoys a stellar reputation and is seen as the most trustworthy and community-oriented brand. Microsoft leads the way with technological solutions (73%) and innovative products (65%). REI is also recognized by a large majority of respondents for having best-in-class products (64%).

Why consumers love Amazon and Costco

With respondents' penchant for local loyalty and the importance placed on customer service, it's no surprise Amazon and Costco come out as big winners among Washington residents. When identifying their most-loved brand, Amazon emerged as the clear favorite, with one-third of respondents selecting it due to exceptional customer service, product variety, and unmatched delivery efficiency. As one enthusiastic respondent put it, "if Amazon doesn't have it, you don't need it."

Costco also resonated deeply, earning accolades for customer service, bulk product offerings, value pricing, and high product quality. Consumers appreciate that Costco treats employees well and consistently delivers on its brand promises.

Superlatives: Amazon's reach and Costco's heart

Respondents awarded superlatives that offered additional insights:

Opportunities for smaller brands in a land of giants

Brands like Alaska Airlines, Nordstrom, Brooks Running, and Filson struggled for clear recognition in specific attributes. These companies have opportunities to refine their stories and communicate their unique value propositions more effectively, emphasizing attributes that resonate with local consumers such as community ties, customer centricity, and consistency.

In conclusion, the survey underscores that for Washingtonians, brand loyalty is deeply rooted in reliability and ethical treatment of customers and employees. As these local brands evolve, continuing to embody these cherished values will be crucial to their ongoing success.

Survey methodology

This survey was conducted between January 13 and January 17, 2025, using the Ask Your Target Market (AYTM) platform. The 1,000 respondents were adults 18+ living in Washington State. The margin of error for the survey was +/- 3.1%.

For a copy of the full report, please email Chris Copacino.