• by Danielle Oster , 3 hours ago

Photo credit: Collage Group

Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall).

Oreo was the top-performing brand overall with Gen Z, followed by YouTube, and Pringles. Nerds, Sour Patch Kids, and Spotify were the most differentiated brands with the generation.

Marketing Daily caught up with Collage Group senior director of cultural insights Jack Mackinnon to discuss the report’s results, key points for marketers about how to appeal to Gen Z, and what marketers should avoid.

This interview has been edited for length and clarity.

Marketing Daily: How would you characterize the list of brands that are top-scoring or most-differentiated with Gen Z? What are some trends or patterns you found in those brands, and what can marketers take away from that?

Jack Mackinnon: They look like Gen Z to me, and by that I mean people sometimes forget they’re young because they have this seriousness to them in response to the threats – economical, environmental, and health-related – they grew up with. But they’re still young, teenagers in some cases. They’re still gravitating toward candy brands, Pocky, Capri Sun. There’s also a factor of nostalgia as a stabilizing force.

So these are brands that have a playful origin but have found a voice that has an edge to it. Duolingo is a good example of that. They tap into that annoying and aggressive side. Sour Patch Kids has had a similar approach of injecting an edginess into marketing emphasizing their sourness for a few years now.

CeraVe has had some real playfulness with how they merge beauty, personal care and health with some humor that taps into Gen Z’s obsession with beauty. Maybe no other generation has been more aware of the pitfalls of the beauty industry – also there’s maybe no generation more fixated on it. Brands really have to thread that needle in that industry for Gen Z. CeraVe does a lot of marketing highlighting education, and experts providing perspectives on skincare and health. 

What are some things brands are doing wrong when attempting to appeal to Gen Z?

One is playing it too safe. What we’re seeing now is a desire from consumers, especially younger consumers, for something that’s surprising. They want brands to go out on a ledge and try something new, to do something different that stands out.

A second one is that Gen Z values brands with a sense of purpose, but with a spirit of playfulness. Brands need to find a way to balance that. Being too serious all the time is not appealing, and being playful without purpose can also be unappealing.

Are brands that cave to pressure from far-right voices to end DEI programs or inclusive marketing also taking a misstep when trying to appeal to Gen Z?

What has damaged trust the most over the past 18 months is brands changing their course on values they’ve established over time. A deep driver within Gen Z is a desire for stability. Gen Z wants that stability first, because they think it might not be there later – the same is true of brand values. The brands that have waffled are the ones that have taken the hit.

There’s also a cynicism around capitalism among Gen Z that is more pronounced than older generations The last 18 months have been a reminder that brands are driven by profit. When that is pulled out into the open so abruptly, that is off-putting to Gen Z.

There are some brands that have stayed consistent in inclusive marketing, and it seems those brands are winning with Gen Z.

What was one of the more surprising brands that resonated with Gen Z?

Tide Free & Gentle as the number four brand with Gen Z is interesting. I think you’ve got the influence of some brand purpose – addressing Gen Z concerns around chemicals and health – and then there’s a sense of the nostalgic, stabilizing. Gen Z has a strong desire to be stability-makers.