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.
Update: People are paying attention to Collage’s deep cultural intelligence! eMarketer cited our statistics in their report Gen Z Technology and Media Preferences 2024. Top marketers and industry professionals understand the importance of developing data-driven cultural fluency to uncover the “why” behind Gen Z consumer behavior and loyalty.
This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.
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 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.