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.
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
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.
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