What Marketers Can Learn From Brands Connecting With Gen Z

Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall).

Oreo was the top-performing brand overall with Gen Z, followed by YouTube, and Pringles. Nerds, Sour Patch Kids, and Spotify were the most differentiated brands with the generation.

Marketing Daily caught up with Collage Group senior director of cultural insights Jack Mackinnon to discuss the report’s results, key points for marketers about how to appeal to Gen Z, and what marketers should avoid.

How would you characterize the list of brands that are top-scoring or most-differentiated with Gen Z? 

Jack Mackinnon: They look like Gen Z to me, and by that I mean people sometimes forget they’re young because they have this seriousness to them in response to the threats – economical, environmental, and health-related – they grew up with. But they’re still young, teenagers in some cases. They’re still gravitating toward candy brands, Pocky, Capri Sun. There’s also a factor of nostalgia as a stabilizing force.

So these are brands that have a playful origin but have found a voice that has an edge to it. Duolingo is a good example of that. They tap into that annoying and aggressive side. Sour Patch Kids has had a similar approach of injecting an edginess into marketing emphasizing their sourness for a few years now.

CeraVe has had some real playfulness with how they merge beauty, personal care and health with some humor that taps into Gen Z’s obsession with beauty.

What Marketers Can Learn From Brands Connecting With Gen Z 09/15/2025