Brands Gen Z Loves and What Makes Them Special

As Gen Z’s wallet starts to grow, so does their economic standing. For individuals in this generation  aged 13-28, they are now realizing their spending power–and the social power that comes with it, as brands begin to grapple with getting young people's attention. Gen Z is unlike any generation we’ve seen before; they grew up on the internet, they’re going to school alongside AI and they are more socially aware than past generations. Because of this, they’ve shifted what brands need to do to earn a purchase. A good product is no longer the only thing that matters. Authenticity, inclusion, innovation, and yes, even your social media presence matters. When it comes to the brands Gen Z loves, they’ve managed to capture all these things flawlessly, building brand loyalty for a generation that is happy to ignore you when you don’t align with their values. 

Brands Gen Z love are those that combine cultural relevance, digital fluency, and shared values. These companies earn loyalty by being authentic, socially conscious, and interactive across platforms. Unlike older generations, Gen Z prioritizes inclusivity and creativity, rewarding brands that feel less like advertisers and more like collaborators in their everyday lives.

What makes the brands Gen Z loves stand out?

Each week at Adolescent Content, we survey our Youthtellers (ages 15-27) on topics to help understand how they feel. When we polled them on the ads they dislike, the overwhelming majority told us they will actively filter out the ads they don’t like. With 85% willing to go to the extreme of hitting ‘not interested’ a few times a month. Nearly 25% do this every time they see an ad they don’t like. The brands that are able to break through this resistance are the ones that create culturally fluent, specific campaigns. 

Which brands resonate most with Gen Z in 2025?

Brands Gen Z loves range across categories, but the most mentioned always blend aspiration with affordability. In beauty, E.L.F, Summer Fridays, Rhode and Rare Beauty are frequently mentioned. Fragrance company Phlur is also a frequent reference, given their high quality, affordable prices and peer-to-peer credibility that they’ve built online. Brands that are able to create an identity around them are also popular, such as the affordable-health factor around Trader Joe’s or the cool, busy, business aesthetic associated with Starbucks. 

Why do Gen Zer’s block or reject brands?

To be honest, Gen Z is quick to disengage as soon as an ad doesn’t feel aligned with their values. The most common reasons our Youthtellers told us for blocking ads or brands are repetitive campaigns (60%), followed closely by irrelevant content or tone-deaf marketing. 

Misleading will also push Gen Z away. One 24 Y/O from Austin explained that she kept getting Manscaped ads on YouTube even though she isn’t the intended audience, leading to her blocking them out of annoyance. Another respondent, a 17 Y/O from San Antonio, told us she blocked Levi’s after they promoted a campaign that was “tone-deaf and out of touch,” underscoring how quickly Gen Z notices when brands miss cultural nuance.

How do values shape brands Gen Z loves?

When it comes to this generation of young consumers, it’s impossible for them to separate the brands they buy from and their own personal values. They want to shop at places that highlight inclusivity, environmental awareness and the stories of real people. 

This is why brands like Sephora thrive because of their representation of diverse beauty, or why TikTok has gained so much popularity as an inclusive cultural engine. These are just some of the few examples that explain how brands can thrive by leaning into participation and representation. When brands appear tone-deaf, the rejection is immediate, but when they get it right, loyalty forms quickly and spreads widely across social networks.

FAQs

What are the top traits of brands Gen Z loves? They emphasize authenticity, inclusivity, humor, and digital fluency.

Does Gen Z prefer niche or mainstream brands? Both. Niche brands thrive within micro-communities, while mainstream names win when they adapt to platform-native trends.

Why does Gen Z block ads so often? Repetition, irrelevance, and tone-deaf messaging are the most common reasons. Are Gen Z loyal to brands long-term? Yes, but loyalty is conditional. Brands must stay relevant and aligned with cultural values.