Gen Z's Favorite Brands Revealed. What Do You Need to Know?

YouTube and other tech brands take the top spots with Gen Z.

By: Xintan Tina Wang

With Gen Z's spending power on the rise, brands are trying to fight for the younger generation's attention. In a new report of 16,053 U.S. adults from global decision intelligence company Morning Consult (Inc. 5000 honoree in 2022), the ranking reveals that YouTube and other tech brands take the top spots with Gen Z.

Specifically, 86 percent of Gen Z adults have a favorable impression of YouTube, making it the most popular brand among the cohort. YouTube’s parent brand Google comes in at No. 2, followed by Netflix in third place and Amazon in fourth.?

"Tech brands are clear winners with Gen Z adults, both as top-ranked brands and standout brands relative to older generations,” says Jordan Marlatt, the tech analyst at Morning Consult. “Google and Netflix, for example, are the brands that Gen Z grew up with, so they have the potential to be the tech legacy brands for Gen Z.”

So what exactly are the brands on the list doing right?

Prioritize efficiency.?

The three retail giants land in the fourth, sixth, and seventh spots respectively for overall popularity with Gen Z, with each hovering around 80 percent favorability. While these retailers also earned high marks from the general population, each received slightly higher favorability ratings from Gen Z. "Amazon appeals to these young consumers by offering a large variety of products available to order from the same website, with short delivery times," advertising design automation platform Creatopy's VP of Marketing Bogdan Carlescu says. "They expect technology to make their lives easier and their shopping experience more convenient."

Boost social media presence.?

Fast-fashion cross-border e-commerce platform Shein is viewed favorably by 44 percent of Gen Z adults, compared with 22 percent of all adults. That gap is higher than for any other apparel brand. Shein is now the ninth most popular apparel brand among Gen Z women, landing in the same range as classic American staples like Levi’s and Calvin Klein.

Gen Z shoppers are avid social media users and Shein manages to capture Gen Z not only with their affordable prices but their presence on social media. A lot of influencers showcase the clothes they buy at Shein through Instagram and TikTok. These platforms have been a huge help for the brand in marketing its products, according to Creatopy's digital media manager Laura Trif.

Effective advocacy requires authenticity.?

Among Gen Z women, 77 percent have a favorable opinion of TikTok, while only 58 percent of Gen Z men do. Women also have a more favorable opinion of Pinterest (22 percentage points), Snapchat (11 percent), Facebook (8 percent), and Instagram (6 percent). Twitter is the only major social media platform that outperforms with Gen Z men (7 percent).?

Though Gen Z women seem more active on aesthetic social media platforms, it is critical to note that “most Gen Z shoppers are looking for authenticity and advocacy in messaging,” suggests Marlatt. Members of “Gen Z are more skeptical of institutions and corporations. They’re also a generation who’s more politically active on social media.”?