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 doesn’t just buy products. They buy into brands that reflect their values, voice, and community. That’s why generation Z branding goes beyond clever campaigns—it’s about showing up with purpose, ethics, and real talk.
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. Plus, we’ll show how five standout Gen Z brands are meeting the moment—with real examples marketers can learn from.
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 expects from brands
- Gen Z preferences in 2025
- 5 successful examples of brands resonating with Gen Z
- 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)
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 expects from brands
Gen Z’s disillusionment with traditional institutions opens the door for brands to build trust through authenticity and transparency. They value honesty over hype and expect brands to communicate clearly—especially in a world where misinformation spreads fast.
Their expectations go deeper than marketing:
- Mental wellbeing matters: Gen Z rejects hustle culture. They want flexible, purpose-driven work environments that prioritize mental health. Brands that reflect these values—internally and externally—gain credibility.
- Offline is the new luxury: Tired of being “chronically online,” many Gen Zers are embracing analog experiences. Think vinyl, books, film cameras. Brands that offer tactile, screen-free moments have a chance to stand out.
- Community-first thinking: Despite being budget-conscious, 62% of Gen Z values community-driven brands. Shared experiences, digital collaboration, and co-creation platforms help create meaningful connections.
- Wellness as a lifestyle, not a trend: Forget 10-step routines. Gen Z prefers simple, sustainable wellness practices—from skincare to mindfulness. Everyday improvement > over-the-top self-care.
- Values over virality: According to WGSN, five pillars drive Gen Z behavior: self-definition, intentional wellness, pan-Asian creativity, Work 3.0, and smart consumption. Brands that align with these values—through products, content, and culture—earn long-term trust.
🧠 What marketers should know
- 62% of Gen Z consumers want community in their purchases.
- Brands need to balance digital convenience with analog meaning.
- Clear, ethical messaging is non-negotiable.
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.
@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.
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.
Frequently asked questions (FAQs)
- What defines a Gen Z brand?
A Gen Z brand is one that aligns with the generation’s values—transparency, diversity, mental wellness, and social responsibility. It also communicates through channels and formats Gen Z prefers, like TikTok and authentic creator partnerships.
- 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.
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