The Top Brands for Gen Z
Culturally fluent brands use culture efficiently and effectively to connect across segments. In this report, we share the top culturally fluent brands for Gen Z consumers.
More than two-thirds of Gen Z say they’re likely to buy from brands like Nike, Sour Patch Kids, CeraVe, and Duolingo in the near future. These top performers aren’t just selling products—they’re connecting deeply with Gen Z culture.
At Collage, our latest analysis reveals which brands are standing out and why. What sets them apart is cultural fluency—the ability to resonate with Gen Z’s values, experiences, and identities in a way that feels authentic and relevant.
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More Than
2/3of gen z
say they’ll likely buy or use Nike, Sour Patch Kids, CeraVe, and Duolingo in the near future.
+25, +23, +18, +14 PP compared to the category average (respectively)
Want to see how your brand compares? Download an excerpt of the report for case studies and insights on the top culturally fluent brands—and discover strategies to connect with Gen Z consumers.
Why Gen Z’s Loyalty Looks Different
Gen Z is now one of the most diverse and influential generations in U.S. history. Their expectations for brands go far beyond product quality or price point. Instead, they gravitate toward companies that:
- Reflect their multifaceted identities and lived experiences.
- Invite them to participate in shaping culture, not just consuming it.
- Build genuine trust and long-term advocacy.
This means loyalty isn’t transactional—it’s rooted in whether a brand mirrors Gen Z’s worldview and empowers them to express it.
How the Top Brands Do It
Brands like Nike and Duolingo stand out because they show up where culture happens. Nike, for example, taps into Gen Z’s passion for sports and individuality, while Sour Patch Kids’ playful campaigns align with the generation’s game-changing nature. These brands understand that success lies in aligning with Gen Z’s voices and values—not dictating them.
The payoff? Stronger emotional connections, deeper engagement, and lasting brand love.
What This Means for Brands
Cultural fluency is no longer optional—it’s the foundation for growth. To resonate with Gen Z, brands need to move away from one-size-fits-all strategies and toward inclusive, participatory approaches. The winners will be those who reflect Gen Z back to themselves, empower them to co-create, and meet them authentically in their cultural moments.