10+ brands thriving with Gen Z: what they're doing right
Discover how 10+ brands are captivating Gen Z with fresh approaches, social responsibility, and authentic engagement.
Gen Z doesn’t just buy products. They buy into brands that reflect their values, voice, and community. That’s why Gen Z branding goes beyond clever campaigns—it’s about showing up with purpose, ethics, and real talk.
In 2026, Gen Z makes up nearly 25% of the world’s population. According to WGSN, they are confident, digitally fluent, and increasingly intentional with how and where they spend. For marketers, this means winning Gen Z requires more than chasing viral trends. It requires understanding how younger audiences discover brands, participate in culture, and evaluate authenticity.
This article explores the forces shaping Gen Z consumer behavior and highlights 10+ brands successfully capturing their attention, along with practical lessons marketers can apply.
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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 makes a brand popular with Gen Z?
- How Gen Z discovers new brands
- 10+ brands successfully resonating with Gen Z
- What marketers can learn from Gen Z’s favorite brands
- Looking for more insights on Gen Z?
- FAQs
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)
Growing up during financial instability made Gen Z value security and purpose. The pandemic disrupted traditional education and career paths, pushing many to rethink success on their own terms. Inflation further reinforced intentional spending habits and financial literacy.
Culture also plays a defining role. The success of Brat reflected Gen Z’s embrace of imperfection, chaos, and self-expression, influencing how they view authenticity, creativity, and even politics.
What makes a brand popular with Gen Z?
While Gen Z’s tastes evolve quickly, successful brands tend to share several common traits.
1. Authenticity over polished marketing
Gen Z grew up surrounded by advertising and influencer promotions. As a result, they quickly recognize when messaging feels scripted or performative.
Brands that communicate transparently about pricing, sourcing, and values tend to earn stronger trust.
2. Cultural participation
Instead of broadcasting marketing campaigns, many Gen Z brands participate directly in internet culture.
Duolingo’s playful TikTok presence, for example, behaves more like a creator account than a corporate brand.
3. Creator collaborations
The creator economy plays a central role in Gen Z brand discovery. Studies show Gen Z consumers are significantly more likely to purchase products recommended by creators than traditional advertisements.
Collaborating with creators who feel relatable helps brands reach younger audiences more authentically.
4. Community-driven engagement
Gen Z values belonging. Brands that build communities through Discord groups, ambassador programs, or fandom culture often outperform those relying solely on paid advertising.
Depop and POP MART are strong examples of brands built around community identity.
5. Personal expression
Products that allow customization or self-expression resonate strongly with Gen Z consumers.
From Crocs Jibbitz charms to POP MART collectible figurines, many successful brands enable users to personalize their identity through products.
Brandon T. Suss
How Gen Z discovers new brands
In 2026, Gen Z continues redefining digital culture while seeking balance between authenticity and aspiration.
Social media preferences
TikTok still claims the bulk of Gen Z’s screen time, yet Instagram and Snapchat remain daily staples. 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 2026:
- 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 wants participation, not perfection. They favor unfiltered product reviews, “day in the life” creator content, and behind-the-scenes storytelling. A 2024 report from HubSpot found that 61% of Gen Z prefers brands that collaborate with relatable creators over celebrities.
Atikah Amalia
Across industries, the brands that resonate most with Gen Z tend to share several strategic patterns. The five traits of brands that win Gen Z:
- They collaborate with creators
- They participate in culture
- They communicate values clearly
- They build communities, not just customers
- They enable personal identity
Popular content formats in 2026:
- 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.
Patrecia Meliana
@reaganbaylee barbie movie honest review!! 👀 #barbie #barbiemovie #barbiethemovie
♬ original sound - Reagan Baylee
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.
10+ brands successfully resonating with Gen Z
1. Nike
Nike connects with Gen Z through empowerment, identity, and activism. Campaigns like “Dream Crazy” and “Dream Crazier” resonated by spotlighting real stories and social issues.
Why it works: clear values, consistent action, cultural relevance.
2. Glossier
Glossier built a community-driven brand centered on transparency and simplicity. Its user-generated content, campaigns like “You Look Good” and minimalist products align with Gen Z’s no-fuss wellness mindset.
Why it works: relatability over aspiration.
3. Patagonia
Patagonia’s long-term commitment to environmental activism resonates deeply with Gen Z’s sustainability focus. Its “Gen-Z for Civic Engagement,” encourages real civic engagement.
Why it works: values embedded into the business, not just campaigns.
4. Fenty Beauty
Fenty redefined beauty standards with inclusive shade ranges and representation. Fenty’s launch campaign featuring 40+ foundation shades redefined beauty standards.
Why it works: inclusivity as a foundation, not a feature.
5. Depop
Depop blends social shopping with sustainability, allowing Gen Z to buy and sell pre-loved items in a community-driven environment. They create campaigns like “Depop This Look” in LA and a student ambassador program to promote community and conscious consumption.
Why it works: commerce with conscience.
6. Oddli
Oddli is a sustainable fashion brand that uses deadstock materials and ethical production, paired with exclusive community drops. Its “Oddli Club” campaign, launched through Instagram’s “Close Friends,” offered behind‑the‑scenes previews, early access drops (like custom name tees), and even real‑world meetups.
Why it works: sustainability plus belonging.
7. COS
COS appeals to Gen Z’s preference for quiet luxury through quality, minimalist design, and sustainable materials. COS gained traction with Gen Z through its “Clean Cut Tee” campaign, which used creator collabs to spotlight minimalist style and sustainable quality.
Why it works: understated design with substance.
8. Owala
Owala’s customizable bottles gained traction through TikTok, blending aesthetics, personalization, and everyday wellness. Owala’s colorful, mix-and-match FreeSip bottles exploded in popularity thanks to TikTok virality, boosted by campaigns around hydration and civic action.
Why it works: functional products made expressive.
9. Starface
Starface turned skincare into self-expression by embracing imperfection and body positivity. Its bold, unfiltered aesthetic stands out in campaigns with #starface on TikTok and Instagram, and its inclusive campaigns spotlight diverse skin tones and acne experiences.
Why it works: honesty beats perfection.
10. Cider
Cider’s data-driven model delivers fast fashion Gen Z wants, with accessible pricing and trend fluency. Its consistent engagement on TikTok via TikTok with #shopcider has made it a go-to for Gen Z’s trendsetters looking for affordable, expressive fashion.
Why it works: speed, relevance, and engagement.
11. Gentle Monster
South Korea’s Gentle Monster turned eyewear into art by embodying the “slow luxury” Gen Z craves—creative, cultural, and hard to fake. The brand’s fame exploded after Jennie (BLACKPINK) collaborations like Jentle Home and Jentle Salon, which went viral across TikTok and sold out instantly.
Why it works: local culture shaping global luxury.
12. Crocs
Once mocked, Crocs is now a Gen Z favorite for its comfort, irony, and self-expression. Collaborations with Bad Bunny, Salehe Bembury, and Hello Kitty turned its clogs into customizable icons. With Jibbitz charms and “ugly-cute” TikTok trends, Crocs shows that authenticity and fun win Gen Z loyalty.
Why it works: confidence in being unconventional.
@hellokitty Obsessed with the new supercute #HelloKitty @Crocs platform clog 🎀 #crocs
♬ Me obsessed with you - not.jayswift
13. POP MART
POP MART has mastered Gen Z’s love for collectibles, storytelling, and emotional ownership. Known for its blind box figurines, Labubu and original IP characters like Molly and Dimoo, the brand turns consumption into a ritual rather than a transaction.
For Gen Z in Asia, POP MART sits at the intersection of fandom, art, and identity. Collecting becomes a form of self-expression, while limited drops and character lore create a sense of belonging and cultural capital.
Why it works: POP MART understands that Gen Z values meaning over utility.
14. Rare Beauty
From inclusive product design to open conversations about self-worth and mental health, Rare Beauty aligns closely with Gen Z’s emotional expectations of brands. Rather than relying on heavy influencer marketing, Rare Beauty prioritizes relatability and community. Its Rare Impact Fund and transparent communication around mental health initiatives reinforce trust among Gen Z audiences who are skeptical of performative activism.
Why it works: Rare Beauty shows that purpose-led branding only resonates when it is embedded into the business, not layered on top of campaigns.
15. Duolingo
Duolingo has become one of the most Gen Z-native brands on the internet by behaving like a creator rather than a corporation. Its irreverent tone, self-aware humor, and platform-native content—especially on TikTok—have turned the brand into a cultural character.
Instead of chasing polished campaigns, Duolingo leans into absurdity, trends, and audience participation. This approach mirrors how Gen Z communicates online and signals that the brand understands internet culture from the inside.
Why it works: Duolingo doesn’t market to Gen Z. It participates with them.
16. SKIMS
Kim Kardashian’s SKIMS resonates with Gen Z through inclusivity, body diversity, and digital-native launches. The brand frequently drops limited collections online, creating hype cycles aligned with internet culture.
Why it works: inclusive sizing, cultural relevance, and strategic digital drops.
17. LEGO
LEGO has successfully captured Gen Z and Gen Alpha through nostalgia, fandom partnerships, and adult-oriented product lines. Collaborations with pop culture franchises like BTS and community-led building challenges bridge childhood nostalgia with modern creativity.
Why it works: nostalgic luxury plus participatory creativity.
18. Rhode
Hailey Bieber’s Rhode has become a Gen Z beauty favorite by prioritizing minimalism, aesthetic packaging, and TikTok-first marketing. Instead of heavy celebrity push, Rhode relies on relatable tutorials, routine videos, and user-generated content.
Why it works: aspirational yet attainable skincare built for social media storytelling.
19. Liquid Death
Liquid Death transformed bottled water into a rebellious lifestyle brand by combining edgy humor, bold packaging, and viral social media marketing. Instead of promoting traditional wellness messaging, the brand embraces heavy-metal aesthetics and internet culture. Its marketing campaigns often feel like entertainment, with absurd product launches, comedic videos, and unexpected collaborations that resonate strongly with younger audiences.
Why it works: bold brand personality and culture-driven storytelling.
20. Stanley
Stanley became an unexpected Gen Z favorite after its Quencher tumblers went viral on TikTok. Originally known for outdoor gear, the brand gained massive popularity through creator-led lifestyle content showing aesthetic routines and daily hydration habits. Limited color drops and collaborations helped turn the product into a social media status accessory rather than just a practical item.
Why it works: creator-driven discovery and lifestyle aesthetics.
What marketers can learn from Gen Z's favorite brands
The brands winning Gen Z today are not always the largest or most traditional companies.
Instead, they are the ones willing to adapt to new cultural dynamics, communicate openly with their audiences, and participate in online communities.
For marketers, the lesson is clear. Gen Z does not want to be marketed to in the traditional sense. They want brands that feel culturally aware, transparent, and genuinely involved in the communities they serve.
Understanding these expectations will become increasingly important as Gen Z’s economic influence continues to grow in the coming years.
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.
Frequently asked questions (FAQs)
- What defines a Gen Z brand?
A Gen Z brand does four things—and it does them in public:
- Shows its values: is open about pricing, sourcing, and workplace practices.
- Builds real inclusion: features diverse faces in products, ads, and leadership.
- Acts on causes: backs mental-health, social-impact, or eco programs with money and time.
- Meets Gen Z where they are: uses TikTok, Discord, and creator collabs for two-way talk.
Do those four things consistently, and Gen Z will spot your brand as “for us.”
- Why does Gen Z care about branding so much?
For Gen Z, branding is identity. The products they buy and the companies they support are extensions of their personal values and cultural affiliations.
- What Gen Z expects from brands
Gen Z’s distrust of traditional institutions creates an opportunity for brands to build genuine trust, but only if they communicate clearly and authentically.
Their expectations go deeper than marketing:
- Authenticity and transparency over hype
- Mental wellbeing instead of hustle culture
- Nostalgic offline experiences as a form of luxury
- Community-first thinking and belonging
- Wellness as a lifestyle, not a trend
- Values over virality for long-term trust
For Gen Z, branding is not just messaging. It’s behavior.
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