In today’s market, which changes quickly, brands that want to stay relevant and influential need to know what Gen Z wants. Gen Z, who grew up with technology, is not only changing the way people buy things, but they are also driving demand for authenticity, sustainability, and social responsibility. What are Gen Z’s favourite brands?
In this article, I will discuss Gen Z’s top brand picks.
Key Takeaways
- The emphasis on culture has helped Coca-Cola become one of the world’s most-known brands
- Mercedes-Benz is a part of Daimler, which also owns Chrysler, one of the ‘big three’ car manufacturers in the United States
- Disney’s brand recognition stems from the success of its films and theme parks
- Coca-Cola understands the culture surrounding its products
What is Brand Recognition?
In a more saturated and competitive market than ever, brand recognition has emerged as a vital success factor. It is the anchor that keeps a brand afloat in the consumer’s mind despite many choices.
The significance of brand awareness cannot be emphasized. It is more than just a logo or a snappy slogan; it is also about the emotional resonance and connection a company makes with its audience. In 2024, this relationship has expanded to reflect the dynamic interaction of technology, values, and consumer behaviour.
The landscape of 2024 indicates a significant shift in consumer expectations. Consumers today are more knowledgeable, value-oriented, and demanding than ever before. They look for firms that not only provide high-quality products. And services, but they also share their personal beliefs and ideals regarding sustainability. This change has mandated that brands not only innovate in their goods but also prioritize transparency, ethics, and environmental conscience.
Top Gen Zs Brand Picks
So here, let’s look at the top Gen Zs brand picks:
#1. Amazon
Amazon’s brand is built around being a one-stop online store where you can buy everything from books to workout equipment to furnishings. As Amazon has grown to dominate the e-commerce industry, its brand has become more and more identifiable.
The logo is the word ‘Amazon’ with an arrow leading from the first ‘a’ to the ‘z’, a ‘hint’ to customers that the company offers everything from a to z. Consumers have come to trust the company’s services, such as Amazon Prime, which guarantees speedy and reliable delivery almost every time.
While this might be beneficial for sales and brand awareness, it can also be detrimental when conflicts about poor staff wages arise.
#2. Coca-Cola
Coca-Cola is the most well-known non-tech brand on this list, and it is also the only beverage brand. The present Coca-Cola logo has been substantially unchanged since the 1950s when the distinctive red was introduced.
Aside from the basic Coca-Cola brand, a range of new products have been introduced to reach a larger audience. These include low-sugar and flavouring versions of the same beverage, which are nonetheless sold under the Coca-Cola brand.
Coca-Cola understands the culture surrounding its products. Rather than people simply consuming it to fulfil their thirst, it contributes significantly to brand identification. The emphasis on culture has helped Coca-Cola become one of the world’s most-known brands.
#3. Mercedes-Benz
Mercedes-Benz is the only European corporation on this list of the world’s most identifiable brands. And it is also the most valuable luxury automobile manufacturer. Also, Mercedes-Benz is a part of Daimler, which also owns Chrysler, one of the ‘big three’ car manufacturers in the United States.
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The Mercedes-Benz emblem dates back to 1925 when the three-pointed star was formed as a result of a merger between Benz & Cie and Daimler Motoren Gesellschaft. Since then, the Mercedes-Benz logo has become a luxury vehicle industry icon, thanks to its distinctive design.
It outperforms other premium car brands like Rolls-Royce and Bentley, as well as less conventional electric car manufacturers like Tesla.
#4. Apple
Apple is the world’s largest firm; therefore, it’s only natural that it has the most recognizable brand. Consumers all across the world own Apple products, ranging from iPhones and iPads to Apple Watches and iPods, which can help explain the company’s global recognition.
There are numerous explanations about the brand emblem of a bitten apple. Some refer to the biblical tale of Eve eating an apple from the Tree of Knowledge in the Garden of Eden. Others claim that the bite in the apple represents a ‘byte’ of data.
Steve Jobs, Apple’s creator, played a significant role in shaping the company’s current identity. The early logo featured the present iteration of the bitten apple, but instead of monotone black, it was in rainbow colours.
#5. Microsoft
Microsoft is the last of the IT behemoths on this list of brand awareness, yet it remains the fourth most identifiable brand in the world. This is owing, in part, to the company’s founder, Bill Gates, who has consistently ranked among the world’s wealthiest and most philanthropic persons.
Microsoft has several brands, including Office and Windows, although both pale in comparison to Microsoft’s global brand recognition. After being formed in 1975 by Gates and childhood friend Paul Allen, Microsoft contributed to the microcomputer revolution, which helps to explain the company’s current brand recognition.
To effectively attract the attention of this tech-savvy and socially conscious audience. Marketers must develop a comprehensive social media strategy that goes beyond traditional marketing tactics.
Social Media Platform Strategy Template for Gen Z Engagement.pdf
#6. Samsung
Samsung’s brand recognition did not previously exist as it does today. Founded in 1969, the company initially struggled with the stigma associated with its goods, with many claiming they were low-cost, mass-produced electronics.
This was a severe branding challenge for the South Korean corporation, especially since it was entering a market already dominated by Sony, which had great clout at the time, having been formed in 1946.
However, Samsung’s brand has become well-known for developing cutting-edge technology with world-class designs made by some of the industry’s best people. As a result, Samsung’s brand recognition has steadily increased, notably over the last ten years, firmly placing the corporation among the top ten most identifiable brands in the world.
#7. McDonald’s
McDonald’s brand recognition stems from its massive daily customer base, which is around 3.5 million individuals in the United Kingdom alone. The famous golden arches remain intact from the design unveiled in 1968, and the consistency of McDonald’s branding over the previous 50 years has assured widespread familiarity.
Richard and Maurice McDonald, the founders of McDonald’s, invented the contemporary method of producing fast food, Which is now utilized by many enterprises around the world. Ray Kroc bought out their separate holdings in the company, and he is frequently recognized for expanding McDonald’s and building its brand.
The McDonald’s brand is so well-known now due to Ray Kroc’s early efforts to transform the perception of roadside diners in America. Rather than becoming a hangout for biker gangs and young men and women, Je transformed these restaurants into viable places where parents could sit down with their children and eat a burger, thus contributing to McDonald’s global success.
#8. Google
Anyone who has ever used Google’s search engine is familiar with the brand. The simple logo, which is the word ‘Google’ coloured in blue, red, yellow, and green, has undergone several redesigns, the most recent in 2015.
According to Google’s design blog, the ‘e’ at the end of the logo is angled to remind the corporation that it will always be a little unorthodox. Examples are Google Doodles for New Year’s Eve, Bastille Day, German Reunification Day, or Marie Curie’s 144th birthday.
This is owing in part to the company’s hegemony in the search engine market, with competitors such as Microsoft’s Bing proving to be less popular with customers than Google’s offering.
#9. Disney
Disney’s brand recognition stems from the success of its films and theme parks. Characters and film adaptations such as Mickey Mouse, Cinderella, and Tarzan have captivated audiences since the company’s inception in 1923. And Disney has since evolved to become one of the world’s largest media businesses.
From its humble beginnings as a brand mainly reliant on the popularity of Mickey Mouse, Disney has grown to acquire several high-profile and industry-dominating businesses. These include Marvel, Lucas Films, and Pixar, the studios that produced the Marvel superhero films, Star Wars, and Toy Story, respectively.
The popularity of Disney’s theme parks worldwide, including Paris, France, and Orlando, Florida, contributes to the company’s brand recognition.
#10. Toyota
Toyota’s brand recognition benefits from the company’s size, as it is the world’s largest automobile manufacturer in terms of market capitalization. Toyota was not always known as Toyota; it was once known as Toyoda, which was the founder’s family name.
The ‘d’ was replaced with a ‘t’ because it was recommended that it sounded crisper and sharper. Since then, the logo has remained substantially unchanged.
The Toyota brand holds significant meaning, particularly in the Japanese market. The two middle ovals depict the letter ‘T’ for Toyota, while the outer oval represents the world’s embrace of Toyota.
Favourite Gen Zs Top Brand Picks
#1. Snapchat
This brand is utilized by around 58% of Generation Z, and the brand continuously delivers on the emotions that they seek across the platform, including Discover, Stories, and the Camera.
Snapchat also introduced its $3.99 monthly Snapchat Plus subscription last year, which allows customers to access new features such as the ability to promote stories, see who has rewatched their stories, and much more. When these young consumers spend a significant portion of their social lives on Snapchat, features like these can provide subscribers with the advantage they seek.
#2. H&M
H&M is a popular brand among Generation Z. The fast-fashion industry, known for quickly knocking off runway trends and selling them at rock-bottom costs to maximize turnover, has begun to focus more on cyclical fashion models, such as resale, in recent years. The retailer collaborated with Reflaunt to develop its second-hand apparel site in Canada, H&M Rewear. Recently, the brand released a line of cruelty-free and vegan cosmetic basics for Gen Zs top picks.
#3. PlayStation
According to research, 95% of millennials and Gen Zs top brand picks play video games, with 80% playing on video game consoles and nearly half preferring to play on a PlayStation.
Gen Z is more acclimated to a ‘connected’ lifestyle and frequently seeks connection and a sense of belonging in their hyper-digital lives. Gaming consoles such as the PlayStation allow them to relax and express themselves while also providing them with access to a large worldwide online community of fellow gamers with whom they may communicate and bond.
#4. Urban Outfitters Inc.
Urban Outfitters, Inc. targets young adults aged 18 to 30 with its distinctive item mix and engaging shop experience. As contradictory as it may sound, Gen Z is still highly active in in-store purchasing, and Urban Outfitters, Inc. is providing them with the brick-and-mortar in-store experience they seek.
Furthermore, the brand knows that Gen Z wants to separate from traditional fashion trends, so it has created a diverse range of edgy and one-of-a-kind products to meet their desires.
#5. Fenty Beauty
Rihanna’s Fenty Beauty was founded in 2017 with the goal of inclusiveness for all women and debuted with 40 foundation tones, in keeping with their focus on inclusive beauty. They have since established the benchmark for cosmetic equality and representation. Fenty’s Instagram page features models of many skin tones and cultural backgrounds.
With its eco-friendly packaging, silky textures, and enticing scents, Fenty Beauty is not just one of the Top brands for Gen Zs picks, but also a beloved brand among millennials worldwide.
What is the most popular luxury brand for Gen Z?
In Western Europe, Gucci is the most well-liked luxury brand among Generation Z, with Louis Vuitton and Rolex following closely after, per a 2024 YPulse study. Other high-end labels that appeal to Generation Z are:
Prada
Due to its affinity with the Y2K aesthetic and the widespread appeal of the “office siren” appearance, Prada is one of the most searched-after brands on The RealReal among Generation Z.
Coach
Coach is the most popular handbag brand among Generation Z, according to Visual Capitalist, with 19% of respondents saying they prefer it.
Palace, Supreme, and Off-White
These companies are masters of the drop culture, which entails delivering a small number of products in a single “drop.” Gen Z is drawn to exclusive scenes because they appreciate unique or difficult-to-get items.
Why is Gen Z obsessed with brands?
Although Gen Z is recognized for having a wide range of interests and being brand enthusiastic, they are not a generation that is best suited for any one thing. The following are some explanations for why Gen Z might be brand-obsessed:
Genuineness
Gen Zers are not beyond traditional advertising; rather, they seek out brands that are relatable and genuine. Additionally, they prioritize originality and authenticity in their wardrobe selections, favouring distinctive looks above prevailing fads.
Social accountability
Gen Zs are renowned for their commitment to social and political concerns as well as their sense of social duty. They want companies to uphold their individualism and influence, as well as to support topics close to their hearts, like mental health.
Conclusion
In a market where consumer preferences shift as quickly as the technologies they use, the businesses that stand out are those that not only adapt but also lead the way.
Throughout my years as a PR and creative director, I have spent a significant amount of time immersed in the realm of modern branding. It is a fascinating area for me, whether I am creating new businesses or supporting the expansion of existing ones.
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