5 brands thriving with Gen Z: what they're doing right
Discover how 5 brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.
Gen Z’s want brands that reflect humanity, transparency, and a sense of community. Unlike previous generations, they don’t want to engage with faceless corporations; they seek authentic connections with the people behind the brand. Authenticity is vital, and brands that can convey this human element create more organic and engaged communities.
Additionally, Gen Z places a strong emphasis on social responsibility. This generation actively supports brands that align with their values, particularly in addressing social and environmental causes. According to a new report titled 2024/25 Generational Snapshot of Gen Z by consumer insights company Canvas8, brands need to showcase not only their products but also their ethical stances and behind-the-scenes efforts.
This generational snapshot reveals key insights into the priorities and behaviors of Gen Z, covering everything from nostalgia and wellness to career aspirations and political engagement. Understanding these factors is crucial for brands looking to connect with this diverse, socially conscious audience.
Short on time?
Here is a table of content for quick access to what you need:
- Key events that shape Gen Z’s worldview according to Canvas8’s report
- What Gen Z’s expectations mean for brands
- Gen Z preferences in 2025
- 5 successful examples of brands resonating with Gen Z
- Looking for more insights on Gen Z?
Patrecia Meliana
Key events that shape Gen Z's worldview according to Canvas8's report
According to Canvas8’s report, five major events have played a pivotal role in shaping Gen Z:
- The Great Recession (2008)
- Donald Trump’s presidency (2016)
- The COVID-19 pandemic (2020)
- Persistent inflation (2022–2023)
- Charli XCX’s Brat album release (2024)
These milestones have not only influenced Gen Z’s outlook on politics, finances, and careers but have also impacted their consumer behavior. For instance, the 2008 recession fostered a generation that seeks both financial stability and meaningful work. The pandemic, which disrupted education and career paths, also pushed Gen Z to reevaluate their views on traditional institutions and career structures.
In response to rising inflation and financial challenges, Gen Z has become increasingly frugal. Many are turning to budget options and luxury alternatives while investing in financial literacy and making smarter spending decisions.
Interestingly, Charli XCX’s Brat album, with its empowering message of embracing imperfection and chaos, struck a chord with Gen Z, fueling cultural trends and even political discussions.
What Gen Z's expectations mean for brands
For brands, this generation’s disillusionment with traditional institutions opens up opportunities to build trust by being authentic and transparent. Gen Z’s anti-establishment stance, growing distrust of political systems, and reliance on social media for information reflect their demand for honesty and innovation. However, misinformation remains a threat, making it essential for brands to convey clear, accurate messages.
Additionally, this generation's focus on mental wellbeing is shifting workplace expectations. Gen Z rejects hustle culture, opting for "quiet quitting" and flexible job structures. Brands must adapt their approach to talent recruitment and retention, offering meaningful work, mental wellness support, and career flexibility.
Another interesting insight: despite their frugality, 62% of Gen Zers seek a sense of community in the products they buy. Brands that foster shared experiences and inspire collaboration—whether through digital platforms or real-world activities—are more likely to capture their attention.
Furthermore, Gen Z is pushing back against constant digital engagement. Exhausted from being “chronically online,” they are driving a revival of tangible, offline experiences. From vinyl records to printed books, they are drawn to analog products that offer a break from screens and social media. This return to physicality presents an opportunity for brands to create products and experiences that resonate with this preference for offline connection.
Wellness is another key area where brands can engage Gen Z. In contrast to the wellness fads that defined millennial culture, Gen Z focuses on attainable, everyday improvements. This shift includes simple skincare routines, mindful consumption, and making space for mental wellbeing.
According to trend forecasting firm WGSN, Gen Z’s behavior is influenced by five major pillars: self-definition, intentional wellness, pan-Asian creativity, Work 3.0, and consumption/money management. This generation prioritizes self-empowerment and seeks products and experiences that align with these values.
Brandon T. Suss
Gen Z preferences in 2025
Brands that want to stay relevant with Gen Z in 2025 need to follow how their platform preferences, content consumption habits, and brand expectations are evolving. Below are key insights from freely accessible reports and articles that reflect what Gen Z expects from brands this year.
Social media preferences
TikTok continues to dominate Gen Z’s attention, but YouTube is regaining relevance, especially for longer-form content and in-depth product research. According to Pew Research, 67% of teens (which includes younger Gen Z) use TikTok, and 93% use YouTube regularly.
Instagram is still relevant for aesthetic discovery and influencer shopping, but BeReal and Snapchat remain important for more personal, friend-based interactions
Key platforms for Gen Z in 2025:
- TikTok – entertainment, trends, and product discovery.
- YouTube – product reviews, tutorials, and long-form content.
- Instagram – influencer content and product discovery.
- Snapchat – casual communication with friends.
- BeReal – authentic, unfiltered updates.
Content preferences
Gen Z favors content that feels authentic and participatory. Highly produced ads are often skipped in favor of unfiltered product reviews, “day in the life” vlogs, and brand storytelling with a personal touch. A 2024 report from HubSpot found that 61% of Gen Z prefers brands that collaborate with creators who reflect real-life experiences, rather than celebrities.
Interactive formats — like polls, Q&A sessions, and story-based content — consistently drive more engagement than static content.
Popular content formats in 2025:
- Short-form video (TikTok, Instagram Reels).
- Unfiltered product reviews & creator collabs.
- Behind-the-scenes content showing how products are made.
- Interactive posts like polls and ‘this or that’ stories.
Brand values and ethical expectations
A longstanding McKinsey study highlighted that Gen Z consumers increasingly consider sustainability, ethical sourcing, and brand values when making purchase decisions. While newer data is limited, the trend holds steady, with brands who actively engage in social issues and demonstrate ethical business practices retaining more Gen Z loyalty.
What Gen Z expects from brands in 2025:
- Real commitments to sustainability, not vague claims.
- Inclusive representation across products and campaigns.
- Engagement in real conversations around social issues.
- Circular economy options like resale or recycling programs.
5 successful examples of brands resonating with Gen Z
1. Nike
With its “Dream Crazier” campaign, Nike has embraced inclusivity and social justice issues, resonating with Gen Z’s desire for authenticity and activism. The brand's messaging focuses on empowerment and breaking barriers, aligning with Gen Z’s values of individuality and purpose.
2. Glossier
Known for its user-generated content and community-driven approach, Glossier has built a brand around transparency and simplicity. Their minimalist skincare products cater to Gen Z’s preference for no-fuss wellness solutions.
3. Patagonia
As a leading voice in environmental activism, Patagonia connects deeply with Gen Z’s focus on sustainability. The brand’s commitment to ethical production and environmental causes makes it a go-to for conscious consumers.
4. Fenty Beauty
By embracing diversity and inclusivity, Fenty Beauty has set a new standard in the cosmetics industry. Its wide range of shades and emphasis on representing all skin tones reflects Gen Z’s expectations for representation and fairness in the marketplace.
5. Depop
The social shopping platform combines Gen Z’s love for vintage fashion with its desire for sustainable consumption. Depop offers a community-oriented experience, where users can buy and sell pre-loved items, blending commerce with social responsibility.
Looking for more insights on Gen Z?
Explore these articles on ContentGrip for deeper analysis on how Gen Z interacts with brands, content, and platforms:
- Gen Z and social media: what brands must know now
- How to keep Gen Z coming back to your brand
- How to market content to Gen Z in 2025
- Sustainability is not the only expectation Gen Z has for brands, here’s what matters
- Gen Z and e-commerce in Southeast Asia: a deep dive into shopping behaviors
- Gen Z: obsessed with brand authenticity and activism
- Gen Z and Millennials outspending baby boomers, trust social media more
- Brands Gen Zs love and hate in 2022
- Targeting Gen Zs? Forget mainstream: it's all about subcultures now
Staying ahead of Gen Z’s fast-changing preferences is critical for brands looking to maintain relevance — these resources will help you adapt your strategies.
This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.
