What Marketers Can Learn From Brands Connecting With Gen Z
Collage Group’s “2025 State of Brand Cultural Fluency” highlights how Gen Z connects with brands balancing playfulness, purpose, and nostalgia. Collage's Senior Director Jack Mackinnon noted their pull toward candy, beauty, and edgy voices like Duolingo. He warned that waffling on values erodes trust, while consistent inclusivity and risk-taking win Gen Z loyalty.
3 Secrets to Attract Gen Z Consumers
The Food Institute article spotlights Collage research on brands resonating with Gen Z, including Doritos, Cheetos, and Kit Kat. Collage emphasizes that Gen Z values authenticity and cultural connection, noting the importance of brands co-creating products and experiences with young consumers to build trust, deeper engagement, and long-term loyalty.
Report: Brands Improving In ‘Cultural Fluency’
Collage Group’s 2025 State of Brand Cultural Fluency report found brands improving 4.5% in cultural fluency, signaling deeper integration of cultural intelligence. Co-founder and CEO David Wellisch emphasized that aligning with diverse consumer values creates competitive advantage and sustainable leadership. Collage called cultural fluency a “business imperative” for growth.
Booze consumption falls to all-time low 54% of adults in Gallup polling
The article discusses Gallup’s findings on shifting U.S. drinking habits, highlighting a decline in alcohol consumption, especially among young adults. Elizabeth Jackson, Collage's Chief Marketing Officer, notes millennials still drink most frequently but are adopting healthier habits. Collage’s data shows 59% of millennials feel pressure to drink less despite being the largest drinking-age group.
American Eagle-Sydney Sweeney Controversy: AEO Is Laughing All The Way To The Bank
Collage’s cultural strategist underscores that brands with stronger cultural relevance are better positioned to weather controversy and win in the marketplace.
3 Textures Gen Z Can’t Resist
The article highlights Gen Z’s love for textured food experiences, citing a Collage Group survey where 63.4% prefer soft textures. Jack Mackinnon of Collage says mochi ice cream sandwiches combine creamy, chewy, and cold sensations Gen Z “finds irresistible,” emphasizing the generation’s multi-sensory cravings.
Lucy Liu Replaces Jon Hamm as the Voice of Mercedes-Benz
Lucy Liu replaces Jon Hamm as Mercedes-Benz’s brand voice. The campaign, developed with Collage, emphasizes diversity and fresh perspectives. A Collage strategist noted, “Lucy’s voice embodies sophistication and inclusivity, aligning with the brand’s evolving identity.” Collage’s creative approach highlights storytelling that resonates with modern, global audiences.
Gen Z Takes a Traditionalist Turn
A new Collage Group study reveals Gen Z's growing preference for traditional values and stability, described as the "Comfort of Convention." The report highlights Gen Z's digital fatigue and desire for meaning. Collage researchers note that brands can build trust with Gen Z through honesty, consistency, and cultural awareness.
The top healthcare stories in the first half of 2025
Collage Group was cited in a top 2025 healthcare story, revealing only 58% of Gen Z feel confident managing their health—lower than other generations. This insight, from a survey of 4,713 US consumers, emphasizes marketers’ need to support Gen Z with trusted digital tools and culturally resonant health information.
US adults eye switching brands to combat tariffs
Collage Group data reveals nearly half of Gen Zers (46%) and Baby Boomers (45%) would switch to less expensive brands if tariffs increase. EMARKETER used Collage’s April 2025 survey to explore how pricing changes may reshape consumer behavior, especially among younger and older demographics adjusting to economic pressures.