What Do Gen Z Like in a Brand? 10 Must-Know Truths (2025) 🎯

a woman standing in front of a store filled with items

If you think Gen Z is just another consumer group, think again. Born between 1997 and 2012, this generation wields an estimated $463 billion in buying power in the US alone—and they’re reshaping what it means to be a brand in 2025. From demanding radical transparency to favoring brands that stand boldly for social and environmental causes, Gen Z’s expectations are rewriting the marketing playbook.

But what exactly do they like in a brand? Is it slick ads, celebrity endorsements, or flashy logos? Spoiler alert: it’s none of those. Gen Z craves authenticity, community, and values-driven connections. Later in this article, we’ll reveal the 10 key values Gen Z expects brands to embody, plus insider tips on how you can genuinely win their loyalty in today’s fast-evolving digital landscape. Curious about how gaming, social commerce, and micro-influencers fit into the picture? Stick around—you’ll want to see how brands like Patagonia, Glossier, and Rare Beauty are already winning hearts.

Key Takeaways

  • Authenticity and transparency are non-negotiable—Gen Z can spot a fake from a mile away.
  • Social and environmental values drive loyalty; brands must back up words with real action.
  • Short-form video and social commerce dominate discovery and shopping—think TikTok, Instagram, and Twitch.
  • Micro- and nano-influencers hold more sway than celebrities in building trust.
  • Seamless mobile-first shopping experiences and modern payment options like Buy Now, Pay Later are expected.
  • Building community and engaging in two-way conversations is key to lasting relationships.

👉 Shop Gen Z-Favored Brands:

Table of Contents

Here is the main body of the article, crafted by the expert brand reviewers at “Popular Brands™”.

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⚡️ Quick Tips and Facts About Gen Z Brand Preferences

Welcome to the ultimate deep dive into the minds of Gen Z! Here at Popular Brands™, we’ve been watching, listening, and—let’s be honest—scrolling endlessly to figure out what makes this generation tick. If you’re in a hurry, here’s the cheat sheet on what Gen Z wants from a brand. And if you’re curious about What Is Top Ten Brand? Discover the 10 Giants Shaping 2025 ✨, you’ll find some of them are already mastering these rules.

  • Authenticity is Everything: Gen Z has a built-in radar for anything fake or performative. They crave realness, transparency, and brands that aren’t afraid to be a little weird.
  • Values Over Value: While a good deal is nice, nearly three-fourths of Gen Z are more loyal to companies that speak out on social issues. They expect brands to take a stand on things like sustainability, mental health, and social equity.
  • Digital Natives, Not Digital Novices: Born between 1997 and 2012, they’ve never known a world without smartphones. They expect seamless, mobile-first experiences from browsing to checkout.
  • Community is Key: Brands aren’t just sellers; they’re community builders. Gen Z uses brands to express their identity and connect with like-minded people. In fact, nearly 6 in 10 feel a connection with others who use the same brands they do.
  • TikTok is the New Mall: Social media, especially short-form video on platforms like TikTok and Instagram Reels, is where they discover new products, not from traditional ads.
  • They Trust Influencers (the Right Ones): Forget massive celebrities. Gen Z trusts relatable creators and peers. Trust in influencers has jumped significantly, with 32% of Gen Z saying an influencer has increased their trust in a brand.
  • Silence is Suspicious: If a brand stays quiet on a major societal issue, 58% of Gen Z assume it’s either doing nothing or hiding something. Ouch.

🌟 Understanding Gen Z: Who They Are and Their Digital Lifestyle

So, who exactly is this enigmatic Generation Z? Think of them as the world’s first true digital natives. While Millennials were pioneers on the digital frontier, Gen Z was born in the capital city. They didn’t have to adapt to technology; it was already woven into the fabric of their identity. Representing about 20% of the US population, their influence is massive and growing.

Their world isn’t split into “online” and “offline.” It’s just… life. A conversation can start via a DM on Instagram, move to a Discord server while gaming, and end over boba tea, all without missing a beat. This seamless integration means they expect brands to be just as fluid. A clunky app or a website that isn’t mobile-friendly isn’t just an inconvenience; it’s a sign that your brand doesn’t get them.

This constant connectivity means their world is always-on, with high-quality audio equipment like noise-canceling headphones from Sony or Bose serving as the personal soundtrack to their lives.

Forget primetime TV. Gen Z’s media consumption is a fast-paced, user-generated whirlwind. Their attention is the ultimate currency, and they spend it wisely. If your ad doesn’t grab them in the first three seconds, they’ve already scrolled past.

They are voracious consumers of short-form video and user-generated content (UGC). Why? Because it feels real, unpolished, and relatable. They’d rather watch a regular person review a skincare product from their bathroom than see a flawless celebrity in a multi-million dollar commercial. It’s all about that raw, unfiltered perspective.

Media Consumption Habit Gen Z Millennials & Older
Primary Info Source Social Media (TikTok, YouTube) Traditional News, Facebook
Preferred Video Format Short-form (e.g., TikTok, Reels) Long-form (e.g., YouTube, Netflix)
Ad Tolerance Very Low (Skips aggressively) Low (More tolerant of pre-roll)
Content Authenticity Prefers UGC and creators More accepting of polished, branded content

This shift means brands have to stop being advertisers and start being creators.

📊 Top Social Media Platforms Gen Z Loves and Why They Matter to Brands

Meeting Gen Z where they are is non-negotiable. You can’t just slap a Facebook ad up and call it a day. Each platform has its own language, culture, and purpose.

  • TikTok: 🕺 The undisputed king of short-form video and product discovery. It’s a chaotic blend of humor, trends, and surprisingly niche communities. Brands like Duolingo and Ryanair have become famous not for selling, but for their unhinged, hilarious personalities on the platform. The key: Don’t make ads, make TikToks.
  • Instagram: 📸 Still a powerhouse, but its role has shifted. It’s the polished “highlight reel” and a major hub for direct messaging and shopping via Stories and Shops. It’s where aesthetics matter, and brands like Glossier built empires on their curated feeds.
  • YouTube: 📺 The go-to for deeper dives. Gen Z heads to YouTube for long-form reviews, tutorials, and livestreaming. It’s where they go to research a product after discovering it on TikTok. Think detailed reviews of the latest bikes or a deep-dive into a brand’s sustainability practices.
  • Snapchat: 👻 The circle of close friends. Snapchat is for authentic, person-to-person sharing. Brands that succeed here, like McDonald’s with their AR lenses, focus on fun, interactive experiences rather than overt advertising. Research shows that brand purpose messaging has a particularly strong emotional resonance on Snapchat.

🛍️ How Gen Z Discovers, Shops, and Engages with Brands Online

The Gen Z shopping journey is less of a straight line and more of a scavenger hunt. They are master researchers who will vet a product from every angle before clicking “buy.” They are far less prone to impulse buying than you might think.

Here’s a typical scenario:

  1. Discovery: They see an influencer on TikTok wearing a cool jacket from The North Face.
  2. Research: They search YouTube for “The North Face jacket review” to check quality and fit.
  3. Social Proof: They check Instagram to see how other people are styling it.
  4. Price & Values Check: They search for the best price, but also look into The North Face’s sustainability reports.
  5. Secondhand First: They’ll often check platforms like Depop or Poshmark to see if they can find it secondhand before buying new.
  6. Purchase: They finally buy, expecting a seamless mobile checkout and fast shipping.

When it comes to everyday essentials like athletic clothing or durable backpacks, this process is second nature. They want brands that offer a complete, hassle-free omnichannel experience.

👉 Shop Popular Gen Z Brands:

💸 Gen Z’s Financial Habits and Payment Preferences: What Brands Should Know

Gen Z’s relationship with money is as digital as the rest of their lives. They are mobile-first, using apps to budget, invest, and pay. Forget cash and clunky credit card forms. They expect to pay with a tap using Apple Pay or Google Pay.

Furthermore, they are huge adopters of “Buy Now, Pay Later” (BNPL) services like Klarna and Afterpay. These services offer the instant gratification they crave while allowing them to manage their finances in a way that feels more flexible and less predatory than traditional credit cards. Brands that don’t offer these modern payment options risk being seen as outdated and inconvenient.

They are also less automatically loyal to big, traditional banks, often turning to social media to research financial products. This signals a huge opportunity for fintech brands and traditional institutions that are willing to be transparent and speak their language.

💡 10 Key Values Gen Z Expects Brands to Embody and Communicate

If there’s one thing to take away, it’s this: Gen Z buys with their beliefs. For them, “brands are how they use their voice; their choices and preferences of brands serve as a testament to their values and actions.” Here are the values they demand you stand for.

  1. Radical Transparency: ✅ They want to know it all: where your products are made, what they’re made of, and who’s making them. Brands like Everlane built their name on this “radical transparency.”
  2. Environmental Sustainability: ♻️ This is non-negotiable. From recycled materials to carbon-neutral shipping, they expect brands to be active stewards of the planet. Patagonia is the gold standard here, even telling customers not to buy their products.
  3. Inclusivity and Diversity: 🧑‍🤝‍🧑 They expect to see real people of all shapes, sizes, colors, and identities in your marketing. Aerie‘s unretouched campaigns and Fenty Beauty‘s inclusive shade ranges set the bar.
  4. Mental Health Awareness: 🧠 Gen Z is openly destigmatizing mental health, and they support brands that do the same. Brands like Rare Beauty by Selena Gomez donate a portion of their sales to mental health initiatives.
  5. Social and Racial Equity: ✊ They expect brands to be allies in the fight for justice. This means more than a black square on Instagram; it means tangible action, donations, and internal diversity. Ben & Jerry’s has long been a vocal advocate for social change.
  6. Ethical Labor Practices: ⚖️ Fair wages and safe working conditions are paramount. Gen Z is quick to call out brands associated with sweatshops or unethical labor.
  7. Authenticity (Again!): 💯 It’s so important it gets two spots. This means admitting when you mess up, having a genuine personality, and avoiding corporate jargon.
  8. Community Engagement: 🤝 They want brands to be a part of their community, not just sell to it. This could mean hosting local events, running a Discord server, or collaborating with local artists.
  9. Privacy and Data Protection: 🔒 They’re digitally savvy and know the value of their data. Be upfront about what you collect and why.
  10. Action, Not Just Words: 📣 This is the thread that ties it all together. Don’t just say you support a cause; show it. Gen Z can spot “performative activism” from a mile away.

🎯 How Brands Can Win Gen Z’s Loyalty in 2025: Strategies That Work

So, you know their values and where they hang out. How do you actually connect? It’s about building genuine relationships, not just running campaigns.

Be Radically Authentic

Stop trying to be cool. Seriously. Gen Z appreciates brands that are self-aware and even a little dorky. The goal is to be relatable, not perfect. This means engaging in two-way conversations, responding to comments (the good and the bad), and showing the people behind the brand.

Speak Up (But Back It Up)

As we’ve seen, silence on important issues is a statement in itself. But before you post, make sure your own house is in order. Your actions must align with your words. If you champion sustainability but use excessive plastic packaging, they will call you out.

Embrace Social Commerce

Make it easy for them to shop where they discover. Integrate shopping tools on TikTok and Instagram. Livestream shopping events hosted by creators they trust can be incredibly effective. The path from “Ooh, I like that” to “Order confirmed” should be as short and frictionless as possible.

Understand the Human Element

It’s easy to get lost in the data and the platforms, but at the end of the day, you’re connecting with human beings. The insightful talk in the first YouTube video embedded in this article, titled “The Challenge with Gen Z | Simon Sinek”, touches on crucial human skills like having difficult conversations and giving feedback. Understanding these underlying human needs is key to building real trust with this generation.

🔮 Beyond Gen Z: Meet “Zalphas” and the Next Generation of Consumers

Just when you think you’ve got Gen Z figured out, the next generation is already on the horizon. Meet the “Zalphas” (or Generation Alpha), born from roughly 2013 onwards. They are growing up with AI assistants as playmates and the metaverse as a playground.

For them, the line between the digital and physical worlds won’t just be blurred; it will be nonexistent. They will expect even deeper levels of personalization, interactivity, and social responsibility from brands. The work you do to connect with Gen Z today is laying the foundation for the even more digitally integrated consumers of tomorrow.

Staying on top of Gen Z trends is a full-time job (trust us, we know!). The landscape shifts constantly. It’s crucial to keep learning from reliable data and expert analysis to ensure your strategies remain relevant and effective. Don’t just follow the trends; understand the “why” behind them.

💥 Powerful Data and Analysis on Gen Z Consumer Behavior

Numbers don’t lie, and the data on Gen Z is staggering. Their influence goes far beyond their direct spending.

  • Global Market Force: Gen Z makes up 40% of the worldwide consumer market.
  • Massive Buying Power: Their estimated collective buying power is a whopping $463 billion in the US alone.
  • Influence on Family: They heavily influence household purchases, from snacks to cars to family vacations.
  • Social Media is the Battleground: For Gen Z, “social media is the battleground for trust,” where they are most likely to learn about a brand’s actions (or missteps).

These figures underscore why understanding this generation isn’t just a marketing trend—it’s a business imperative.

🕹️ Esports and Gaming: Why They’re Crucial for Connecting with Gen Z

You cannot talk about Gen Z without talking about gaming. It’s not a niche hobby; it’s a core part of their social fabric. Platforms like Twitch and Discord are their digital community centers.

Brands that understand this space can connect in incredibly authentic ways. It’s not about plastering your logo everywhere. It’s about adding value to their experience.

  • Wendy’s streamed on Twitch, participating in games like Fortnite and creating content that felt native to the platform.
  • Gucci created a virtual “Gucci Garden” experience in Roblox, allowing users to engage with the brand in a purely digital, immersive way.
  • Chipotle has used Roblox and Fortnite for promotions that tie into the gaming experience itself.

Ignoring gaming is like ignoring social media a decade ago—a massive missed opportunity.

📢 Advertising to Gen Z: What Works and What to Avoid

Traditional advertising is on life support with this generation. To break through the noise, you have to rethink your entire approach. Here’s a quick guide:

✅ Do This ❌ Not That
Use User-Generated Content (UGC): Feature real customers in your ads. It’s more believable and effective. Use Cheesy Stock Photos: Gen Z can spot a fake smile from a mile away.
Partner with Relatable Creators: Find micro-influencers whose values align with yours. Pay for a Generic Celebrity Endorsement: It often comes off as a cash grab.
Be Funny and Self-Aware: Don’t be afraid to poke fun at yourself. Humor builds connection. Use Corporate Jargon and Hard Sells: Phrases like “synergistic value proposition” are a major turn-off.
Provide Value Quickly: Entertain or inform them in the first few seconds. Have a Long, Unskippable Pre-Roll Ad: They will resent your brand for it.
Be Interactive: Use polls, Q&As, and AR filters to engage them directly. Talk at Them: Make it a one-way monologue.

As one small business owner noted, “For ad creative, we’re showing our customers using our product. This has been the best creative approach for us.”

🤝 Building Authentic Brand Relationships with Gen Z: Do’s and Don’ts

Loyalty from Gen Z isn’t bought; it’s earned through consistent, authentic interaction. Think of it less as customer relationship management and more as making a new friend.

  • DO listen more than you talk. Monitor social media conversations, run polls, and ask for feedback. What do they love? What do they hate? They will tell you—if you’re willing to listen.
  • DON’T be afraid to admit when you’re wrong. If your brand makes a mistake, own it, apologize sincerely, and explain how you’ll do better. Transparency builds more trust than pretending to be perfect.
  • DO build a community. Create spaces, like a Discord server or a dedicated subreddit, where fans can connect with each other and your brand. Give them a sense of belonging.
  • DON’T treat them like a monolith. Gen Z is incredibly diverse. Use data and social listening to understand the different subcultures and niches within this generation and tailor your approach.

🔍 How Gen Z Uses Influencers and Peer Reviews to Choose Brands

Word-of-mouth has gone digital, and for Gen Z, influencers and peer reviews are the ultimate form of social proof. But the definition of “influencer” has changed.

They are skeptical of mega-celebrities with tens of millions of followers. Instead, they trust micro- and nano-influencers—creators with smaller, highly engaged communities who are seen as genuine experts in their niche. A tech reviewer on YouTube with 50,000 dedicated subscribers holds more sway over a decision about what audio equipment to buy than a movie star with 50 million followers.

This trust is growing. As Edelman reports, 32% of Gen Z say an influencer has increased their trust in a brand, a significant jump in recent years. When these trusted creators team up with authentic peer reviews on TikTok (think “Things I bought on Amazon that just make sense”), it creates a powerful combination that drives purchasing decisions.

🛡️ Privacy, Ethics, and Transparency: Non-Negotiables for Gen Z

Having grown up in the age of data breaches and social media scandals, Gen Z is anything but naive about their digital footprint. They understand that their data is valuable, and they expect brands to treat it with respect.

  • Transparency is Mandatory: Brands must be crystal clear about what data they are collecting and how they are using it. Confusing terms of service and hidden trackers are a major red flag.
  • Ethics Over Algorithms: They are wary of algorithms that create echo chambers or promote harmful content. Brands that advertise on platforms seen as unethical may face backlash by association.
  • Control is Crucial: Gen Z wants control over their data. Offering easy-to-understand privacy settings and the ability to opt-out is essential for building trust.

For Gen Z, a brand that is careless with their data is just as bad as a brand that is unethical in its supply chain. It’s all part of the same picture: Is this a brand I can trust?

🎉 Fun Facts and Anecdotes: Surprising Gen Z Brand Preferences

Just when we think we have them pegged, Gen Z throws a curveball. Here at Popular Brands™, we’re constantly surprised by their eclectic tastes.

  • The Y2K Resurgence: Remember flip phones, low-rise jeans, and wired headphones? Gen Z is bringing them all back. Brands like Juicy Couture and Von Dutch have seen a surprising revival, driven by a nostalgic desire for a simpler, pre-social media era.
  • Love for “Boring” Brands: You might be shocked to learn that brands like Costco’s Kirkland Signature and even Crocs have a cult following among Gen Z. Why? They’re seen as unpretentious, reliable, and a good value—a rejection of the hyper-curated, influencer-driven aesthetic.
  • An Anecdote from Our Team: One of our junior reviewers, a true Gen Z-er, recently came to a meeting raving about her new favorite purchase: a classic, indestructible Nokia “brick phone.” She uses it on weekends to disconnect. “It’s about intention,” she told us. “My smartphone is for the world; my Nokia is for me.” It was a perfect reminder that this generation is full of contradictions and is actively seeking balance in a hyper-connected world.

Conclusion: What Brands Must Do to Thrive with Gen Z

a group of three dogs sitting on top of a tree stump

After diving deep into the world of Gen Z, one thing is crystal clear: this generation demands more than just products—they want purpose, authenticity, and meaningful connection. Brands that succeed with Gen Z don’t just sell items; they build communities, stand for values, and engage in honest, two-way conversations.

We’ve seen that Gen Z’s expectations are high—they want transparency, social responsibility, and seamless digital experiences. They shop thoughtfully, research extensively, and value peer recommendations and influencer authenticity above all. Brands ignoring these signals risk being left behind in a marketplace where loyalty is earned, not given.

If you’re wondering how to start, remember these key takeaways:

  • Be authentic and transparent. Don’t fake it; Gen Z will call you out.
  • Meet them where they are. TikTok, Instagram, Snapchat, and gaming platforms are your front doors.
  • Stand for something meaningful. Social and environmental values aren’t optional.
  • Make shopping seamless and mobile-first. Integrate social commerce and modern payment options.
  • Build community and listen actively. Treat Gen Z as partners, not just customers.

As we hinted earlier, the next generation—Zalphas—will raise the bar even higher. The work you do now to connect with Gen Z will set the foundation for future success.

At Popular Brands™, we confidently recommend brands like Patagonia, Fjällräven, Glossier, and Rare Beauty as exemplars of how to engage Gen Z authentically. Whether you’re a startup or an established giant, embracing these insights will help you not just survive but thrive in the evolving consumer landscape.

CHECK PRICE on Popular Gen Z-Favored Brands:

Books to Deepen Your Understanding of Gen Z and Branding:

  • Gen Z @ Work: How the Next Generation Is Transforming the Workplace by David Stillman & Jonah Stillman — Amazon Link
  • Marketing to Gen Z: The Rules for Reaching This Vast–and Very Different–Generation of Influencers by Jeff Fromm & Angie Read — Amazon Link
  • The Gen Z Effect: The Six Forces Shaping the Future of Business by Tom Koulopoulos & Dan Keldsen — Amazon Link

Frequently Asked Questions About Gen Z and Branding


Video: Why Is Gen Z Obsessed With Nostalgia?








What values do Gen Z look for in a brand?

Gen Z prioritizes authenticity, transparency, and social responsibility. They want brands to actively demonstrate commitments to environmental sustainability, diversity and inclusion, mental health awareness, and ethical labor practices. Brands that merely pay lip service to these values risk being labeled as performative or insincere. For Gen Z, actions speak louder than words, and they expect brands to back up their messaging with tangible initiatives.

How does Gen Z’s buying behavior influence brand loyalty?

Gen Z is a thoughtful, research-driven shopper who values peer reviews, influencer recommendations, and brand values over price alone. They are less impulsive and more skeptical than previous generations, meaning brands must earn their loyalty through consistent authenticity and value alignment. Loyalty is fluid; if a brand fails to meet expectations or acts contrary to Gen Z’s values, they will quickly switch allegiances. Conversely, brands that build genuine communities and engage meaningfully can foster strong, lasting loyalty.

What marketing strategies appeal most to Gen Z consumers?

Marketing to Gen Z requires a shift from traditional advertising to authentic storytelling and engagement. Effective strategies include:

  • Leveraging short-form video content on platforms like TikTok and Instagram Reels.
  • Partnering with micro- and nano-influencers who have genuine connections with their audiences.
  • Creating interactive experiences such as AR filters, polls, and live streams.
  • Integrating social commerce to enable seamless shopping within social platforms.
  • Emphasizing brand purpose and social impact in messaging.
  • Prioritizing mobile-first, frictionless user experiences.

Avoid hard sells, corporate jargon, and overly polished ads that feel inauthentic.

Which brands are currently favored by Gen Z and why?

Brands like Patagonia, Glossier, Fjällräven, Rare Beauty, and Dr. Martens resonate strongly with Gen Z because they embody the values this generation holds dear. Patagonia’s environmental activism, Glossier’s inclusive beauty ethos, Fjällräven’s durable and sustainable gear, Rare Beauty’s mental health advocacy, and Dr. Martens’ authentic counterculture appeal all align with Gen Z’s desire for purpose-driven, transparent, and community-focused brands.

For more insights on reaching Gen Z, check out the detailed research on Reach Gen Z on Snapchat | What Does Gen Z Want From Brands?

We hope this comprehensive guide arms you with the knowledge and inspiration to build brands that truly resonate with Gen Z. Ready to start? The future is yours to shape! 🚀

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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