Top Brands for Gen Z Consumers: Learnings, Activations and More

Gen Z is an important and dynamic U.S. consumer cohort. Their population is aging up into careers and their economic power is growing. So, brands must step up their engagement of this influential (and not-so-young-anymore) consumer group to grow with them into adulthood. Discover additional insights in our latest Gen Z consumer research, available now.

At Collage, we measure Cultural Fluency by gauging consumer sentiment across 6 key dimensions: Relevance, Fit, Trust, Memories, Advocacy and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives members crucial insights into their brand’s resonance across different consumer segments, as well as where to focus strategies on improvement.

In this report, we analyzed a total of 278 brands tested in 2022 and reported the top 10 most Culturally Fluent brands by their average B-CFQ scores among Gen Z consumers. A select list of top-ranking brands that resonate well with these young consumers provided the foundation for four case studies from YouTube, Walmart, Disney and Visa to showcase how to best connect with younger generations.

Members can use this report as a benchmark to compare to and learn from top performing brands for Gen Z and Millennials. Contact us today to learn how you can gain access to the full research and more in our world-class Cultural Intelligence Platform.