What Can We Learn from Gen Z’s Top 10 Fave Brands?

If you asked Gen Z to name the brands that most reflect their identity, what do you think they would say? Are they going for up-and-comers or the big players? Seed has the answers with its latest What Matters To Us, a youth report with qual and quant research from over 2000 UK wide 18 - 24 year olds. 

While you may not be surprised at the number one (yes, it’s Nike), the rest of the top ten may be a little more unpredictable, particularly given the impression the wider media gives us of Gen Z’s beliefs. And the real kicker was the sheer number of brands that were named. Respondents came back with over 1,300 brands in total! It’s a remarkable number and very much illustrative of why we can’t simply categorise a generation with one mindset or set of values. But if we delve further into the top 10, we can see a unifying trait: a group of brands that use distinctive, multi-stranded strategies to connect with youth audiences… Strategies we all can learn from. 

● Nike (20%)

● Apple (8.5%)

● Adidas (8%)

● Primark (6%)

● Asos (5%)

● H&M (4.5%)

● Spotify (3.5%)

● Dr. Martens (2.6%)

● Vans (2.6%)

● Gucci (2.6%)

Each of these brands has found ways to connect with Gen Z by tapping into the values of youth culture. While some are doing it better than others, even the fast fashion brands best known for budget appeal have embraced their brand perception or repositioned themselves to broaden their approach. So how do you tap into youth culture? Here are a few ways in and while these aren’t stand alone, by taking ownership of one space, brands can strengthen their identity with the younger generation. 

Challenge the status quo

Nike are masters of this and their very mission challenges social norms, “If you have a body, you’re an athlete.” For Gen Z, there’s no acceptance of “that’s just the way it is”. Gen Z believes in creating access, equity and giving a voice to the under-represented. When they can’t find a way into spaces through traditional routes, they will create their own path. If your  brand can flip the script on a relevant subject, you’re one step closer to youth values. 

Investment in people or places 

This isn’t simply about chucking a bunch of money at something, this is about finding ways to help better the outlook and surroundings for young people and communities, making their future brighter. Adidas’ recent campaign Pitch Please was another example of their investment into female football, striving to secure spaces for females to play in a male dominated sport. Another great example is Doc Martens who facilitate creative partnerships with the next wave of emerging music talent through a mentorship program. And it’s not just musicians but the entire ecosystem of people who make music come to life. 

Led by community 

Communities are redefining entire approaches because for Gen Z peer-to-peers hold the biggest power and are the go-to for inspiration, education and recommendations. Gucci are well aware of how sub-cultural community heroes, even in a niche space, have the power to create a movement and take something with specific appeal into the mainstream - think Francis Bourgeois or the Gucci x Northface partnership championing Flock.Together. Apple has perfected making their community their megaphones. From hero-ing amateur photographers across their ATL advertising for iPhone to their AppleTV+ documentary championing the female team behind their latest animated film in partnership with Adobe, they’re the dominating force for any one aspiring towards that creative lifestyle. And Gen Z themselves use the power of community to build their own brands. Artist Slawn has been using his fan power to challenge traditional institutions and illustrate the demand for his work.

Celebration and representation

Throughout all our research, representation was the issue that continuously came up when asking our network what brands should stand for. It’s not just intersectional diversity but empowering voices and standing up when needed. ASOS is very much led by action not words. They celebrate individual identity by delivering a vast array of models and subcultures, using their platform to stand up to trolls - giving a voice to the under-represented. 

Connection to passions 

For many brands, connecting to a passion is a more straightforward place to play but it’s very much about sourcing an interest that is authentic and representative of your values. Vans and skate culture go hand-in-hand. Having been widely adopted by the skate community, Vans were led by how their audience adapted use of their product and then made it central. Now you can’t think of one without the other. It also helps that the passion or subculture that connected with their brand is inherently cool! 

Purpose

When we asked Gen Z what made them love a brand, 50% of our participants said when they actively do good while 38% love a brand that supports social, environmental and political causes. And while that doesn’t have to mean that you are getting involved in divisive conversations, if there’s a route that can demonstrate how your brand is trying to evolve and improve, it’s appreciated and applauded. 

As much as culture is key, brands can’t underestimate value within this demographic. There’s a huge intention vs behaviour gap and although they will actively seek brands that reflect their own identities, ethics and values, their purchase power is limited by their income. What brands can do is to understand where and how they can offer value  and never underestimate the power of financial incentives.  

The most vital point is, look to the behaviours of your audience and try to understand how you can replicate and elevate what’s already happening.

Louise Millar is senior creative strategist at student and Gen Z marketing agency Seed