Winning Gen Z & Millennials Through Memorable Brands

In a world where attention spans are shrinking, brands face a bigger challenge: being remembered. For Gen Z and Millennials, creating a lasting brand memory isn’t just about a catchy ad—it’s about forging an emotional connection that stands out in their fast-moving digital worlds.

A new report from Collage Group uncovers how smart brands are leveraging emotional resonance, memorable cues, and strategic cultural engagement to leave a lasting impression with these younger consumers.

Emotional Moments Build Lasting Bonds

Emotionally-charged milestones—from first jobs to graduation celebrations—create powerful brand memories. Brands like McDonald’s have capitalized on this by reintroducing nostalgic campaigns that spark joy and community connection. The limited-edition adult Happy Meal, for example, struck a chord with Millennials who fondly recalled their childhood experiences.

These moments transcend simple product marketing. They position brands as companions through life’s most memorable chapters, creating deeper emotional ties that drive advocacy and loyalty.

Memorable Brand Cues Anchor Recognition

Distinctive memory triggers—like familiar characters or jingles—help brands stay top of mind. Campaigns featuring recognizable mascots or celebrity spokespeople, such as Jake from State Farm or M&M’s characters, build familiarity and trust.

When consumers encounter these cues repeatedly across touchpoints, it reinforces what the brand stands for—making them feel like reliable companions in everyday life.

Showing Up Where It Counts

Younger generations build brand memories in spaces that reflect their passions and values—often through social media, creators, and communities. Whether it’s TikTok trends or sustainable product collaborations, Gen Z and Millennials reward brands that authentically participate in the conversations that matter to them.

In fact, over half of Gen Z and Millennials say they’ve purchased a brand because a social influencer recommended it. And they look for brands that entertain, educate, and align with their personal values—not just sell products.

Ready to Build Your Brand’s Memory?

Brands that want to win with Gen Z and Millennials can’t afford to sit on the sidelines. Emotional resonance, distinctive memory cues, and cultural alignment are essential drivers of long-term brand growth.

Our latest report reveals in-depth strategies and actionable insights for building memorable brand experiences with younger Americans.