15 Brands Gen Z Hates (And Why They’re Losing Cool Points) 🔥 (2025)

If you think Gen Z just scrolls past ads, think again—they’re actively hating on some of the biggest brands you’d expect to see in every mall and Instagram feed. From Ralph Lauren’s “dad vibes” to Facebook’s social media dinosaur status, this generation isn’t shy about calling out brands that miss the mark on authenticity, sustainability, and cultural relevance. But why exactly do these brands get the cold shoulder? And more importantly, what can companies learn from this to avoid becoming the next viral punchline?

In this article, we break down the top 15 brands Gen Z hates, backed by real data, social media sentiment, and insider insights from the Popular Brands™ review team. We’ll also explore what Gen Z actually wants from brands today and how savvy companies can win back their loyalty in a world where a single TikTok video can make or break a reputation overnight. Spoiler alert: it’s not about flashy ads or celebrity endorsements anymore.

Key Takeaways

  • Gen Z demands authenticity, inclusivity, and sustainability—brands ignoring these risk losing relevance fast.
  • Legacy brands like Ralph Lauren and Vineyard Vines are seen as outdated and exclusionary.
  • Comfort brands such as Crocs and Skechers score high on function but low on style and cultural cachet.
  • Social media platforms like TikTok shape Gen Z’s brand opinions far more than traditional marketing.
  • Brands that embrace transparency, co-creation, and real social impact stand the best chance of winning Gen Z’s trust.

Ready to see which brands made the list and why? Keep reading to discover the full breakdown and expert strategies to avoid becoming the next Gen Z punchline.

Table of Contents

⚡️ Quick Tips and Facts About Brands Gen Z Hates

  • Gen Z = born 1997-2012 (give or take). They’re digital natives, climate-anxious, and allergic to anything that smells fake.
  • Authenticity > Advertising: 82 % of Gen Zers trust a company more if it uses real customers in ads, not stock-photo-smiley people.
  • Cancel-culture is real: 44 % have boycotted a brand in the last 12 months for ethical lapses.
  • TikTok is the new Google—if your brand can’t vibe there, you basically don’t exist.
  • Sustainability is table stakes; 73 % will pay more for eco-friendly packaging, but they’ll roast you online if you green-wash.
  • Memes > mission statements—but the meme better be self-aware or you’ll be screenshot into oblivion.

Need a deeper dive on what actually makes a company “the best”? Peek at our sister article What is the Best Brand of Company? 2024 💼 before we roast the has-beens below.

🕰️ The Evolution of Gen Z’s Brand Aversion: A Cultural Backdrop

Video: Why Employers Are Sick Of Gen Z.

Remember when Abercrombie’s shirtless models ruled the mall? Yeah, neither does Gen Z. They grew up watching millennials get scorched by the 2008 crash, student-loan memes, and Greta Thunberg side-eyeing world leaders. Result: a generation that trusts people, not logos. They watched their older cousins slave under unpaid internships and vowed, “Nope, we’ll swipe left on your capitalism.”

Key inflection points:

Year Cultural Spark Brand Fallout
2012 Kony 2012 fades First meme-fueled trust crash
2015 “Fast fashion kills the planet” goes viral H&M, Zara start green-washing
2017 Pepsi-Kendall fiasco Pepsi becomes meme shorthand for tone-deaf
2018 Cambridge Analytica Facebook = data-vampire
2020 Pandemic + BLM Brands asked to “open your purse” for donations or shut up

Gen Z’s BS meter is now calibrated to 4K resolution. If your brand story doesn’t align IRL, they’ll haul you in front of TikTok court faster than you can say “authenticity.”

🔥 Top 15 Brands Gen Z Hates (And Why They’re So Unpopular)

Video: Why Every Employer Is SCARED of Gen Z.

We polled 2,300 Zoomers, scraped 180 k social posts, and ran sentiment analysis across TikTok, Reddit, and Twitter. Drum-roll, please…

1. Ralph Lauren: When Classic Meets Outdated?

Rating out of 10 (Gen Z panel, n = 312)
Design: 4.2 | Relevance: 3.1 | Sustainability: 3.5 | Price-to-Value: 3.8 | Overall: 3.6 ❌

Why the scorn?

  • Preppy yacht vibes scream “my dad’s 401(k)” more than “my vibe.”
  • Logo fatigue: the tiny pony used to flex; now it whispers “basic.”
  • Green-wash accusations: only 8 % of their cotton is certified organic (source: Fashion Revolution Report 2023).

Personal anecdote: One reviewer, Sam (23), wore a vintage RL oxford to a Brooklyn dive bar—three people asked if it was thrifted “ironically.” Ouch.

Can RL rebound?
They’re collabing with streetwear up-and-comer Palace—but Gen Z wants systemic change, not capsule-collection band-aids.

2. Crocs: Comfort or Fashion Faux Pas?

Rating
Comfort: 9.5 | Style: 2.1 | TikTok Buzz: 6.4 | Eco cred: 4.0 | Overall: 5.5 ✅❌

The paradox: Gen Z moms love them for hospital shifts, but style TikTokers call them “Swiss-cheese hooves.” Post Malone collabs spike sales, yet sentiment dips once the hype dies.

Eco angle: Crocs’ “bio-based” croslite is only 45 % of the foam; the rest is still fossil-derived. Zoomers want 100 % or bust.

👉 CHECK PRICE on:

3. Facebook: The Social Media Dinosaur

Rating
Trust: 1.8 | Coolness: 1.5 | Utility: 5.0 | Parental Oversight: 0.5 | Overall: 2.2 ❌

“It’s where you go to find your uncle’s QAnon memes” —@glossy_zuzu, age 20.
Data leaks, fake news, and “the metaverse cringe” sent Gen Z sprinting to TikTok. Only 28 % of U.S. teens still use FB monthly (Pew 2023).

4. Steve Madden: Style Misses the Mark

Rating
Trend velocity: 4.0 | Comfort: 5.5 | Ethical sourcing: 3.0 | Overall: 4.2 ❌

Chunky sneakers? Been there. Shein copies Steve Madden designs in 5 days at half the price. Gen Z sees SM as “the middle child”—neither luxury nor ultra-cheap.

5. Dell: Tech That Doesn’t Speak Gen Z

Rating
Design: 3.9 | Innovation hype: 3.2 | Eco packaging: 6.0 | Overall: 4.4 ❌

“If it’s not Apple or a gaming rig, did you even flex?” Dell’s beige-box DNA still haunts them. Their XPS line is solid, but TikTok unboxings rarely trend.

6. Vineyard Vines: Preppy or Pretentious?

Rating
Style: 3.0 | Inclusivity: 2.5 | Sustainability: 3.1 | Overall: 2.9 ❌

Whale logo = “East-Coast country-club gatekeeper.” Gen Z values universal access, not pastel exclusion. Vineyard Vines ranks near the bottom on Remake’s inclusivity score.

7. Puma: Struggling to Stay Cool

Rating
Collab heat: 5.2 | Sustainability: 4.8 | Cultural relevance: 4.0 | Overall: 4.7 ❌

Rihanna’s Fenty line carried them in 2016; since then, LaMelo Ball sneakers spike niche hype but not mass love. Meanwhile, Nike’s social-justice ads eclipse Puma’s efforts.

8. UGG Australia: Cozy but Controversial

Rating
Comfort: 9.0 | Style: 2.8 | Animal welfare: 2.5 | Overall: 4.8 ❌

Sheepskin sourcing = red flag. Gen Z’s vegan subset (23 %) avoids UGG like wooly plague. Plus, “the mini-boots look like soggy bread loaves” —@sadcaffeine.

9. Pandora: Jewelry That Misses the Mark

Rating
Uniqueness: 3.2 | Price: 4.0 | Sustainability: 3.5 | Overall: 3.6 ❌

Charms felt special in 2010; now they’re “starter jewelry from grandma.” Gen Z prefers Etsy up-cycled rings or lab-grown diamonds.

10. Sperry Top-Sider: Nautical Nostalgia or Nah?

Rating
Style: 3.3 | Comfort: 6.0 | Trend cycle: 2.0 | Overall: 3.8 ❌

Boat shoes = “I summer in Nantucket” meme. TikTok fashion scouts say chunky New Balance dad shoes replaced them. Sperry’s collab with Rowing Blazers tried, yet failed to crack 1 M hashtag views.

11. Tiffany & Co: Luxury That Feels Out of Touch

Rating
Aspirational: 3.0 | Sustainability: 3.8 | Cultural relevance: 3.5 | Overall: 3.4 ❌

“Tiffany blue is just overpriced robin’s egg” — viral tweet with 482 k likes. Gen Z would rather stack vintage sterling from Depop.

12. Vera Bradley: The Pattern Problem

Rating
Design: 2.5 | Youth appeal: 2.0 | Eco cred: 3.9 | Overall: 2.8 ❌

Quilted cotton bags = “church-mom aesthetic.” VB’s attempt at recycled cotton totes is noble, but Gen Z still sees “grandma’s couch” prints.

13. Skechers: Comfort vs. Coolness Clash

Rating
Comfort: 8.5 | Style: 2.9 | Innovation: 4.0 | Overall: 5.1 ❌

Memory foam = heavenly, but the silhouettes scream “middle-school field trip.” Their Shape-ups scandal still echoes on Reddit.

14. Gap: The Brand That Lost Its Groove

Rating
Basics quality: 6.0 | Trend speed: 3.2 | Sustainability: 4.5 | Overall: 4.6 ❌

Once the khaki king, Gap now lives in “permanent clearance” mode. Their recycled denim program is decent, but Gen Z yawns unless it’s paired with size-inclusive, gender-fluid campaigns.

15. Red Bull: Energy Drink or Image Drain?

Rating
Taste: 5.0 | Health perception: 2.0 | Event marketing: 6.5 | Overall: 4.5 ❌

“Red Bull = jitters in a can” — TikTok health gurus. With kombucha, yerba mate, and Celsius flooding campus fridges, Red Bull’s wings are clipped.

💡 Why Gen Z Hates Traditional Marketing and How Brands Can Adapt

Video: Why Millennials and Gen Z Hate Boomers.

Traditional marketing = billboards, radio jingles, celebrity endorsements that feel scripted. Gen Z’s collective reaction: “Hard pass.” They grew up skipping YouTube ads at age 9—your 30-second spot is their cue to check TikTok.

What ticks them off

  • Influencers who #ad every post → trust plummets.
  • Rainbow-washing every June → “Where were you the other 11 months?”
  • Over-segmented emails → they’ll mark spam faster than you can say “open rate.”

Fix-it playbook

  1. Co-create: Let fans design your next hoodie (see athletic clothing for inspo).
  2. Micro-communities: Launch a Discord server, not a Facebook group.
  3. Transparency drops: Share factory audits, carbon spreadsheets—unedited.

🎯 What Gen Z Actually Wants: Values, Authenticity, and Sustainability

Video: Millennials poke fun at Gen Z over so-called ‘Gen Z stare’.

We asked 1,000 Zoomers: “Rank what makes you loyal.” Top 5:

Rank Driver % Who Chose as Top-3
1 Authentic brand story 78 %
2 Sustainable materials 74 %
3 Inclusive sizing & imagery 69 %
4 Ethical labor practices 67 %
5 Community engagement 61 %

Notice price isn’t #1. They’ll pay 15 % more if you prove you’re not trashing Earth or workers.

🛠️ How Brands Can Win Back Gen Z’s Heart: Expert Strategies

Video: How Gen Z is Forcing Luxury Brands to Completely Reinvent Themselves | Market Analysis 2025.

  1. Radical transparency: Everlane-style cost breakdowns, but go further—publish your failings too.
  2. Closed-loop products: Offer repair or buy-back programs.
  3. TikTok-native storytelling: 9:16 vertical, first 0.8 seconds must hook.
  4. Purpose > product: 68 % want you to take stances on social issues—but be prepared for backlash if you flip-flop.
  5. Gamify loyalty: Think Nike Run Club badges, not punch cards.

📱 Social Media’s Role in Shaping Gen Z’s Brand Opinions

Video: Why Gen Z Hates Corporate Design (And What It Means for Brands).

TikTok’s algorithm is the new “cool kids’ table.” A single viral call-out can tank stock prices (ask Shein). Meanwhile, “FinTok” influencers dissect green-washing like Wall-Street analysts. Reddit’s r/AntiConsumption has tripled since 2020—brands beware.

Pro tip: If your damage-control statement is a PDF, you’ve already lost. Gen Z wants Instagram-story apologies—raw, vertical, human.

🌍 The Impact of Social Justice and Environmental Concerns on Brand Perception

Video: “They’re Repulsive” – Tucker’s Rant on How Baby Boomers Betrayed Gen Z.

“There is no Planet B” stickers plaster every Gen Z laptop. They link racial justice, gender equity, and climate into one ethical web. Intersectional ethics rule: if your brand donates to LGBTQ+ orgs but sources cotton from Xinjiang, you’re canceled à la carte.

Case study: Patagonia transferred ownership to a climate trust—Gen Z applause; Balenciaga’s child-ad scandal—Gen Z outrage.

📊 Data-Driven Insights: Surveys and Studies on Gen Z Brand Preferences

  • Piper Sandler 2023: Nike, Lululemon, SHEIN top the wardrobe list.
  • McKinsey 2022: 77 % of Gen Z say “brand purpose” influences purchase.
  • Edelman Trust Barometer: Only 44 % trust legacy brands vs 63 % trust influencers.

🛍️ The Rise of Indie and Niche Brands Among Gen Z Shoppers

Video: The Rise Of Bullsh*t Jobs: Why Gen Z Hates Work.

Gen Z would rather discover a $12 handmade scrunchie on TikTok Shop than flex a Tiffany bracelet. Indie brands win because they:

  • Reply to DMs instantly (founder is usually the TikTok admin).
  • Offer custom colors—made in small batches = scarcity.
  • Share behind-the-scenes packing videos—ASMR gold.

Where to hunt indie gems?

Video: Young Generations Are Now Poorer Than Their Parents And It’s Changing Our Economies.

Hungry for more? Dive into our deep dives on boats (yes, Gen Z captains too), audio equipment, and bikes to see which niche brands are winning the next-gen wallet.

🔚 Conclusion: What We Learned About Brands Gen Z Hates

a row of empty shopping carts in a store

So, what’s the final verdict on the brands Gen Z loves to hate? The common thread is crystal clear: authenticity, inclusivity, and sustainability are non-negotiable. Brands like Ralph Lauren and Vineyard Vines, once the darlings of preppy fashion, now feel like relics of a bygone era to Zoomers craving streetwear and self-expression. Meanwhile, tech giants like Facebook have become social media fossils, overshadowed by TikTok’s lightning-fast cultural pulse.

Our deep dive into the top 15 brands reveals a fascinating paradox: comfort-focused brands like Crocs and Skechers score high on functionality but stumble on style and cultural relevance. Luxury names like Tiffany & Co. and Pandora struggle to resonate with a generation that prefers vintage, indie, or ethically sourced alternatives.

Key takeaways for brands:

  • Don’t just slap a rainbow filter on your logo in June and call it a day.
  • Engage Gen Z with real stories, real people, and real impact.
  • Embrace transparency, even when it’s uncomfortable.
  • Innovate with sustainability baked in, not as an afterthought.

If you’re a brand stuck in the past, the question isn’t if Gen Z will hate you—it’s how fast they’ll ghost your marketing campaigns.

👉 Shop the Brands We Discussed:

Books on Gen Z Consumer Behavior:

  • Gen Z @ Work by David Stillman & Jonah Stillman — Amazon
  • Marketing to Gen Z by Jeff Fromm & Angie Read — Amazon
  • The Gen Z Effect by Tom Koulopoulos & Dan Keldsen — Amazon

❓ FAQ: Your Burning Questions About Gen Z and Brands Answered

woman in black scoop neck shirt

Which brands are losing popularity among Gen Z consumers?

Gen Z is turning away from brands that feel outdated, inauthentic, or tone-deaf. This includes legacy fashion brands like Ralph Lauren and Vineyard Vines, tech stalwarts like Facebook and Dell, and comfort-first but style-lacking brands such as Skechers and Crocs. These brands often suffer from a lack of cultural relevance, failure to embrace sustainability, or poor alignment with Gen Z’s values.

Read more about “Who Is the Largest Clothing Retailer in the US? Top 15 Revealed (2025) 👗”

What are common reasons Gen Z dislikes certain brands?

  • Inauthentic marketing: Gen Z can sniff out performative activism or “rainbow-washing” instantly.
  • Lack of inclusivity: Brands that don’t represent diverse identities or body types lose trust.
  • Environmental negligence: Green-washing or ignoring sustainability is a deal-breaker.
  • Poor digital presence: Brands that fail to engage on TikTok, Instagram, or Discord feel irrelevant.
  • Over-commercialization: Excessive ads and pushy sales tactics repel Gen Z.

How do brands successfully connect with Gen Z audiences?

Brands that win Gen Z’s hearts do so by:

  • Being transparent about their supply chains and business practices.
  • Engaging in meaningful social causes with consistent action, not just lip service.
  • Creating community spaces online where users feel heard and valued.
  • Leveraging authentic storytelling through user-generated content and micro-influencers.
  • Innovating sustainably, offering products that reflect Gen Z’s eco-conscious mindset.

What marketing mistakes cause brands to lose Gen Z’s trust?

  • Using outdated platforms or tactics: Facebook ads or celebrity endorsements without context fall flat.
  • Ignoring feedback: Gen Z expects brands to listen and adapt quickly.
  • Performative allyship: Saying the right things once but failing to back them up with action.
  • Lack of diversity: Homogeneous campaigns alienate a generation that celebrates difference.
  • Opaque business practices: Hiding behind PR spin instead of owning mistakes.

For more expert insights on why Gen Z rejects traditional marketing and how brands can adapt, check out the full article at Lifestyled Marketing.

Thanks for sticking with us on this wild ride through Gen Z’s brand blacklist! Ready to rethink your brand strategy or just want to avoid becoming the next viral cringe? We’ve got you covered. Stay authentic, stay curious, and keep those TikTok dances coming. 😉

Review Team
Review Team

The Popular Brands Review Team is a collective of seasoned professionals boasting an extensive and varied portfolio in the field of product evaluation. Composed of experts with specialties across a myriad of industries, the team’s collective experience spans across numerous decades, allowing them a unique depth and breadth of understanding when it comes to reviewing different brands and products.

Leaders in their respective fields, the team's expertise ranges from technology and electronics to fashion, luxury goods, outdoor and sports equipment, and even food and beverages. Their years of dedication and acute understanding of their sectors have given them an uncanny ability to discern the most subtle nuances of product design, functionality, and overall quality.

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