The extended Kardashian clan has a perception problem — but that’s not preventing brands from partnering with the social media stars to tout products in a way few celebrities can.
Kim Kardashian West, Kylie Jenner and Kris Jenner are the three least-loved stars on Morning Consult’s ranking of the Forbes 100 list. Their average net favorability is lower than controversial figures such as conservative pundit Rush Limbaugh and disc jockey Howard Stern.
Fifty-six percent of U.S. adults have an unfavorable view of Kim, while 27 percent have a favorable view, making her the least-loved Forbes 100 celebrity. Kris’ net favorability rings in at -28 and Kylie, who graced the cover of Forbes Magazine and earned the title of highest-paid female entertainer of the year, has a net favorability of -19.
But industry experts say no amount of general dislike can touch the Kardashian-Jenner clan, as they have built lucrative personal brands and acquired millions of social media fans who eagerly consume the numerous products they promote, differentiating them from other red carpet stars.
“Their follower base is so highly engaged and so enraptured with those individuals that they’ll buy whatever they’re touting,” said Stacy Jones, CEO and founder of the marketing agency Hollywood Branded.
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Stacy Jones

Stacy Jones has become a world-renowned specialist in branded content. Now it’s her mission to share her expertise and help brands and other business owners and executives leverage the tools our agency has crafted in building brand awareness – using the same proven methods she’s built her agency on and leveraged for client success.