What Gen Z Brands Get Right

Brands will often say that they ‘get’ Gen Z because they believe they’re advertising in a youth-focused manner. But behind the scenes? Those brands aren’t where teens and twenty-somethings tend to shop. Gen Z brands, the ones that actually resonate, build loyalty, and young generations stick with them because they aren’t just hopping on trends for attention. Instead, they align with Gen Z’s daily habits, budgets, values, and everyday realities. To win over this generation, going viral will only help for a second. The most important thing is to build consistent relevance instead. 

So what exactly do Gen Z brands get right?

1. They Prioritize Function Over Flash

Look, everyone knows that Gen Z loves a good aesthetic, but that isn’t always what sells. The real reason Gen Z is going to click ‘finish purchase’ is because a brand is providing ease. Whether it’s tech, beauty, or fashion, Gen Z wants products that make their lives easier and blend into their day-to-day without being too flashy. Look at Rhode’s Peptide lip treatment that sits in so many girls’ bags, or even Artizia sets; these products may be sleek and aesthetic, but the most important thing is how they blend in and improve the user’s life. 

One Gen Zer put it best when talking about athleisure:

“The biggest thing no one talks about when it comes to athletic wear is how easy it is to pop on and go throughout your day without worrying about what outfit to wear.” 

And that’s exactly our point. Gen Z wants comfort and ease from brands with a dash of aesthetic. 

2. They Respect the Budget 

Financial consciousness isn’t optional for this generation, and Gen Z brands understand that. 72% of our Youthtellers (ages 15-27)  say they already budget, with 88% doing so weekly or monthly, so it comes as no surprise that affordability is the #1 reason why Gen Z purchases something.

But there’s a caveat: this doesn’t mean to be cheap. It’s more that brands need to understand if they charge more, those items better last a while, and have decent quality. And if you want to be the brand in everyone’s hands, then you need to realize that affordability is better, especially when 48% say they try new products only if it’s not too much of an investment. 

3. Now’s the Time to be Low-Key, Not Loud

Social media has selling power, but growing up being told what to buy by online figures has built some resistance with Gen Z. To that point that 70% say they aren’t super influenced by what they see online. Sure, 18% need to buy the next big thing, but despite that and what the TikTok algorithm would have you believe, Gen Z brands don’t need to scream to be noticed. They just need to show up consistently with the aesthetic a specific consumer wants. 

Selena Gomez’s brand, Rare Beauty, gets this. They built quiet loyalty through authenticity, simple storytelling online, and consistency with their products. Sometimes they do influencer campaigns, but it isn’t often. The focus is on real people and real life. 

4. Emotional Relevance > Trend Chasing

The more you look into Gen Z brands, the more you’ll notice that the brands that win with this audience are the ones that aren’t chasing trends but stepping into personal meaning. This generation knows when things are targeted to appeal to them, but aren’t actually meaningful. And that kind of behavior makes them walk in the other direction.

Gen Z wants brands to be authentic, and while they love brands that get their humor and context, that isn’t always critical. Someone will always be interested in a product, as long as your marketing hits the emotionally, culturally, and logistically relevant marks. This is why Rhode is more than a celebrity brand or why Sony is still a go-to, despite being an older brand. 

5. Cross-Category Consistency

When you’re a Gen Z brand, your behavior is consistent whether you're in beauty, tech, entertainment, or fashion. Everything is about consistency, authenticity, and personal identity. Brands that try too hard don’t do well, especially if they’re straining to capture Gen Z but forgetting their brand’s identity. 

When it comes to Gen Z brands, the bottom line is that those who get it right don’t try to speak Gen Z’s language; they simply are raw and authentic. They respect budgets, prioritize convenience, and stay emotionally attuned without being performative. And the result of all of that is products that stick, lasting loyalty, and a community that adores you.  If you want help with this, feel free to reach out.