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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.

Patrecia Meliana

13 Oct 2025 • 11 min read

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.

In 2025, this generation accounts for a quarter of APAC’s consumer base, with more disposable income than ever before. According to WGSN, Asia’s Gen Z consumers are becoming more confident, more regionally proud, and ready to spend big on niche passions and local cultural movements

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 10+ standout Gen Z brands are meeting the moment—with real examples marketers can learn from.

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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 events have deeply shaped how Gen Z sees work, money, and identity. Growing up through the 2008 recession made them value stability and purpose, while the pandemic forced many to rethink traditional paths in education and careers. As inflation and financial uncertainty persist, Gen Z has become more intentional with money—mixing budget-conscious habits with smart spending and a growing interest in financial literacy.

Meanwhile, culture continues to influence their worldview. Charli XCX’s Brat album, with its unapologetic embrace of chaos and imperfection, resonated widely with Gen Z, fueling conversations around authenticity, self-expression, and even politics.

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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 and prefers brands that promote balance and mental health.
Offline is the new luxury: Tired of being “chronically online,” many Gen Zers seek analog experiences like vinyl, books, and film cameras.
Community-first thinking: Despite being budget-conscious, 62% of Gen Z value brands that foster belonging and shared purpose.
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: Brands aligning with purpose, wellness, creativity, and ethical business win long-term trust.

Gen Z preferences in 2025

In 2025, Gen Z continues redefining digital culture while seeking balance between authenticity and aspiration.

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 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.

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.

Asia's new mainstream and slow luxury

In WGSN’s 2025 Generational Forecast, two key forces define Asia’s Gen Z consumer mindset: Asia’s New Mainstream and Slow Luxury.

1. Asia’s New Mainstream

Gen Z across APAC is shifting from self-definition to self-celebration—proud of local culture and ready to spend on it. From the Niche Sports Boom and Cult of Cute to gaming and music fandoms, Asia’s youth are building lifestyles around regional passions rather than Western imports.

What it means for brands:

Local storytelling and regionally rooted campaigns will outperform generic global narratives.
Expect intra-Asia pop culture flows, from Thai pop to C-pop and Bollywood, to gain mainstream traction.
K-wave (Hallyu) will stay powerful, but new fandoms will diversify.

💡 Marketer insight: Gen Z’s definition of “cool” in Asia now includes homegrown influencers, local music, and culturally fluent branding—not Western imitation.

2. Slow Luxury

Luxury, for Gen Z, is now about experience and cultural fluency, not just ownership. WGSN notes a democratization of luxury across APAC—where a Chanel bag no longer guarantees status. True luxury now lies in “hard-to-fake cultural capital,” such as niche wellness habits, exclusive experiences, and community access.

For example, 71% of affluent Chinese female travelers prefer investing in experiences over goods. The “it” factor is now being first—staying at new hotels, dining at undiscovered spots, and curating moments that feel personal.

💡 Marketer insight: Experiences that signal taste, not wealth, will drive loyalty among affluent Gen Z.

12 successful examples of brands resonating with Gen Z

1. Nike

Nike connects with Gen Z through bold messaging centered on empowerment, individuality, and social justice. Nike’s “Dream Crazy” campaign, narrated by Colin Kaepernick, spotlighted athletes who broke barriers—resonating with Gen Z’s values around activism and identity. It was followed by “Dream Crazier,” focused on female empowerment.

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.

Its “You Look Good” campaign, featuring micro‑influencers sharing unfiltered selfies using products like Boy Brow and Cloud Paint resonates deeply with young audiences.

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.

Through its Action Works platform, Patagonia launched “Gen-Z for Civic Engagement,” encouraging youth activism around sustainability and social justice.

5 brands thriving with Gen Z - Patagonia

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. Fenty’s launch campaign featuring 40+ foundation shades redefined beauty standards.

5 brands thriving with Gen Z - Fenty Beauty

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.

Campaigns like “Depop This Look” in LA and a student ambassador program promote community and conscious consumption.

6. Oddli

Oddli is a sustainable fashion brand that began as a class project in 2021. The brand distinguishes itself by using deadstock materials and ethical production practices. Oddli's vibrant designs emphasize individuality and environmental consciousness.

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.

7. COS

COS, a London-based brand owned by H&M, has risen to prominence as a luxury-adjacent fashion label embodying the "quiet luxury" aesthetic without high price tags. The brand's emphasis on quality craftsmanship, sustainable materials, and affordability aligns with Gen Z's preference for minimalist, sustainable fashion choices.

COS gained traction with Gen Z through its “Clean Cut Tee” campaign, which used creator collabs to spotlight minimalist style and sustainable quality.

8. Owala

Owala, a brand specializing in insulated stainless-steel water bottles, has gained popularity among Gen Z for its unique aesthetics and patented lid design. The brand's modular bottles allow consumers to mix and match colors, catering to Gen Z's desire for personalization.

Owala’s colorful, mix-and-match FreeSip bottles exploded in popularity thanks to TikTok virality, boosted by campaigns around hydration and civic action.

9. Starface

Starface, known for its playful pimple patches shaped like stars, has turned skincare into a form of self-expression. By embracing “imperfection is cool,” the brand has built a loyal Gen Z following that values transparency, fun design, 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.

10. Cider

Cider is a fast-growing fashion brand often referred to as “Zara for Gen Z.” It leverages a smart, data-driven model to predict trends and produce only what’s likely to sell.

With accessible pricing, bold Y2K-inspired styles, and consistent engagement on TikTok via TikTok with #shopcider, Cider has become a go-to for Gen Z’s trendsetters looking for affordable, expressive fashion.

11. Gentle Monster

South Korea’s Gentle Monster turned eyewear into art. Its bold designs and immersive store experiences embody 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. Gentle Monster proves local style and cultural pride can define 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.

@hellokitty
Obsessed with the new supercute #HelloKitty @Crocs platform clog 🎀 #crocs
♬ Me obsessed with you - not.jayswift

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:

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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