Top Brands for Gen Z: Lessons from Marketing Leaders

Do you know the brands who are most effective in succeeding with Gen Z consumers and the strategies they employed to get there? Learn how these leaders use deep insights on Gen Z consumers’ values and identities to create highly compelling omnichannel campaigns that fuel growth.

Reading Time: 2 minutes

May 10, 2024
Natalie Griffith – Director, Cultural Insights

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

Our latest research has identified the top brands for Gen Z based on average B-CFQ score and then deep dives into four brands that perform uniquely well with Gen Z compared to older generations:

Sour Patch Kids, CeraVe, Duolingo, and Apple Pay.

This post includes a small sample of the deep cultural intelligence that fuels growth for our members. Contact us to unlock more content like this.

The Big Picture

Top brands meet Gen Z’s evolving needs as they age into adulthood and grow their independence, all while maintaining relatable and fun-loving brand personas.

What Surprised Us:

Language-education platform Duolingo earns above-norm high Relevance and Trust among Gen Z. What sets Duolingo apart from traditionally stiff, straight-arrow education brands is their willingness to bring silliness and fun to a serious topic, striking a chord with Gen Z’s off-kilter sense of humor. The brand has bridged its cute app mascots (e.g., “Duo” the owl) into the world of social media, where they take on a fun brand persona and demonstrate fluency with Gen Z online culture.

Why It Matters

Brands that demonstrate fluency in Gen Z humor and experiences, and position themselves as their trusted partners resonate deeply with the segment. They also appeal more broadly to other consumer groups–Millennials, Parents, and Asian Americans in particular–through Halo Effects.

The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us below for additional studies on how to connect with Gen Z consumers, and to learn how to make your brand a winner with high-growth segments.

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Natalie Griffith

Natalie Griffith

Natalie has over 10 years of experience in consumer insights and brand strategy, including 3+ years as lead researcher in Gartner Iconoculture’s Gen Z practice. Natalie has managed research projects across industries, including extensive work in financial services, media, technology, and food and beverage. Natalie holds a B.S. in Psychology from Tulane University.

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