18 Brands That Understand Gen-Z Better Than Anyone

Gen Z has high standards for brands, expecting transparency, social responsibility, and a personal touch. They’re drawn to companies that feel genuine, align with their values, and create a sense of community. For brands, it’s about more than just selling products; it’s about connecting authentically with a generation that can spot a gimmick a mile away. Here are eighteen brands that seem to truly understand Gen Z and why they’re making waves.

1. Glossier

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Glossier knows that Gen Z wants skincare and makeup that feels approachable and real. They focus on natural beauty, minimalistic packaging, and an emphasis on skin care over heavy cosmetics. The brand engages directly with customers through social media, treating them like a community rather than just consumers. With its fresh aesthetic and user-driven feedback, Glossier has nailed what Gen Z is looking for in beauty: simplicity, transparency, and a touch of personal flair.

2. TikTok

TikTok has become Gen Z’s favorite platform, giving them a creative space to share, entertain, and educate. The platform’s short-form video style, trend-driven culture, and authentic user base resonate deeply with Gen Z’s love of quick, digestible content. TikTok encourages everyone to create, making it feel like a true community hub. Its algorithm curates content based on interests, keeping Gen Z hooked while giving creators instant visibility.

3. Nike

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Nike has tapped into Gen Z’s passion for social issues and self-expression. With campaigns featuring diverse athletes and bold messages, Nike connects with Gen Z’s desire for inclusivity and empowerment. They’re vocal about social justice and sustainability, and they work with athletes who embody these values. Nike doesn’t just sell sneakers; they sell a movement, and Gen Z is ready to lace up and join in.

4. Netflix

Netflix’s secret sauce with Gen Z lies in its ability to bring both nostalgia and fresh, relatable content. Shows like “Stranger Things” and “Outer Banks” have huge Gen Z followings, while the platform’s content diversity appeals to varied interests. Netflix’s binge-friendly model fits Gen Z’s on-demand lifestyle, and its active social media presence keeps fans engaged. For this generation, Netflix is more than streaming—it’s part of their cultural landscape.

5. Patagonia

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Patagonia has long stood for environmental sustainability, a value that Gen Z holds dear. Known for its activism in protecting the planet, Patagonia has made sustainability and ethical practices a core part of its brand. They even encourage customers to buy less, offering a repair program to extend the life of their products. Gen Z sees Patagonia as authentic and trustworthy, a brand that genuinely cares about more than profit.

6. Dunkin’

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Dunkin’ has won over Gen Z with its no-nonsense coffee culture and playful marketing. Collaborations with influencers and stars like Charli D’Amelio make the brand feel accessible and relevant. Dunkin’s bold flavors and fun merchandise keep things light and social media-friendly. For Gen Z, Dunkin’ isn’t just about coffee; it’s a lifestyle, a place to fuel up while having a little fun.

7. Depop

Depop has turned secondhand shopping into a digital experience that Gen Z can’t get enough of. This fashion resale app combines e-commerce with social media, creating a space for Gen Z to buy, sell, and style thrifted items. They love Depop for its sustainability and unique, vintage finds. The app lets users shop without contributing to fast fashion, aligning perfectly with Gen Z’s eco-conscious mindset.

8. Spotify

Spotify has mastered the art of personalization with its curated playlists, Wrapped summaries, and user-driven playlists. Gen Z values individuality, and Spotify’s personalized approach feels tailored just for them. The brand’s “Spotify Wrapped” feature has become a yearly highlight, letting users share their unique music stats. Spotify isn’t just a streaming service; it’s a reflection of each user’s tastes and identity.

9. Chipotle

Chipotle understands that Gen Z cares about fresh ingredients, customization, and ethical sourcing. They’ve nailed the fast-casual dining experience with a focus on simplicity and quality, while staying vocal about sustainability. Chipotle’s social media is witty and full of memes, making the brand approachable and fun. With options for everyone, including vegans and vegetarians, Chipotle gives Gen Z exactly what they want: flavor and transparency.

10. Ben & Jerry’s

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Ben & Jerry’s has always been more than just ice cream; it’s a brand that’s vocal about social issues and justice. From climate change to racial equality, they use their platform to push for positive change. Their unapologetic stance on activism resonates with Gen Z, who are eager to support brands with a conscience. For Gen Z, a scoop of Ben & Jerry’s means indulging with a purpose.

11. LEGO

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LEGO has tapped into Gen Z’s creativity by designing products for all ages, including nostalgic sets and modern collaborations. They’ve embraced social causes and sustainability, pledging to make all bricks from recycled materials by 2030. The brand’s ability to balance nostalgia with innovation makes it timeless yet current. For Gen Z, LEGO is the perfect mix of play, nostalgia, and creativity.

12. Fenty Beauty

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Rihanna’s Fenty Beauty has redefined beauty standards with its inclusive shade range, making it a favorite for Gen Z. The brand’s emphasis on diversity and representation aligns perfectly with Gen Z’s desire for authenticity and inclusivity. Fenty Beauty shows that everyone should feel seen in the beauty industry, and Gen Z is here for it. With quality products and a commitment to representation, Fenty has set a new standard in the industry.

13. Crocs

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Crocs might seem like an unexpected Gen Z favorite, but they’ve made a comeback with quirky collaborations and bold styles. The brand’s customizable Jibbitz charms let Gen Z personalize their Crocs, turning them into wearable expressions of personality. From limited-edition collabs with artists to meme-worthy designs, Crocs has transformed from “uncool” to undeniably trendy. Gen Z loves them for their comfort and unashamed individuality.

14. YouTube

YouTube remains one of Gen Z’s favorite platforms for its endless variety and creator-driven content. With tutorials, vlogs, and even full educational courses, it’s a go-to for learning, entertainment, and connection. Gen Z admires the platform’s diverse creators and loves having control over their own viewing experience. YouTube is more than a video site; it’s a platform for self-expression and community.

15. Etsy

Etsy connects Gen Z with unique, handmade, and often sustainable products created by independent sellers. The marketplace feels authentic, offering items that are special and often customizable. Gen Z appreciates supporting small businesses and artisans, knowing they’re buying from real people. Etsy offers a refreshing alternative to mass-produced goods, making each purchase feel personal.

16. Skims

Kim Kardashian’s Skims is loved by Gen Z for its inclusivity, with shapewear and loungewear in a wide range of sizes and skin tones. Skims markets itself as both comfortable and stylish, appealing to Gen Z’s desire for practical yet trendy wardrobe staples. The brand’s transparency about fit and sizing has won over Gen Z customers looking for honesty. Skims has managed to make shapewear cool and accessible for everyone.

17. Apple

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Apple’s commitment to sleek design and innovation keeps it a Gen Z staple, while its emphasis on privacy and social responsibility doesn’t hurt either. From iPhones to AirPods, Apple products are a must-have for many in this generation, who appreciate the seamless integration of devices. The brand’s eco-friendly initiatives, like its recycling programs, align with Gen Z’s environmental concerns. For Gen Z, Apple isn’t just tech; it’s a lifestyle.

18. Adidas

Adidas has leaned into Gen Z’s love of individual style, streetwear, and sustainability. With collaborations from artists and influencers, Adidas stays on-trend without losing sight of its sporty roots. They’re also vocal about environmental initiatives, like their recycled ocean plastic shoes, which resonate with eco-conscious Gen Z consumers. Adidas has managed to stay classic yet fresh, keeping Gen Z engaged with style and purpose.

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