The 10 Brands Generation Z Trust Most (2024)

FAQs

Who does Gen Z trust the most? ›

The most trusted institutions are Science, the military and the medical system. Similarly, fewer than one in four Gen Z members trust the information they find on the internet, the U.S. Supreme Court and the criminal justice system. Science garners the most trust, at 71%.

Gen Z spending habits show they care the most about fashion, makeup and beauty products, technology, and their pets. This is perhaps due to their young age and few major bills.

Gen Z are primarily the children of Generation X. Their Generation X parents raised Gen Z to be independent and able to figure things out for themselves. This causes Gen Z to need less positive reinforcement (as opposed to Millennials).

As Gen Z craves comfort, connection and a time free from the pressure to be “better,” brands can deliver unique experiences that authentically capitalize on these desires while securing an engaged audience. If brands offer nostalgic product experiences, Gen Z will be more likely to embrace them with their own twist.

Gen Z values inclusivity, authenticity, and transparency in a brand, making them more likely to support companies that align with their principles. This commitment to values and their global perspective opens up new avenues for brands to connect with this influential generation.

What is Gen Z's favorite brand? ›

Gen Z teens love Apple, Nike, Chick-fil-A, and Goldfish Crackers. They're also warming up to VR. The latest teen-focused survey from Piper Sander shows some unexpected trends for young consumers in the post-pandemic world. Piper Sandler has released its 46th semi-annual Taking Stock With Teens survey.

Gen Z's standout priorities for 2024 are centered around self-enrichment: things like starting new jobs, learning new skills, reading more, or finding love.

Walmart (21%), Amazon (10%) and Target (8%) are the top three retailers for CPG & general merchandise with Target gaining twice as much Gen Z share compared to the total US. Top brands that overindex with Gen Z include beauty brands such as Hero Cosmetics and La Roche Posay.

Gen Z also wants brands to support LGBTQ+ rights (like same-sex marriage) and political activism, per ICSC and Big Village. However, while Gen Zers do care about the environment, they are also mostly teens or young adults and have to be choosy with how they spend their money.

This is a generation that values their independence and self-sufficiency. They do not want to be babied or managed too closely. While their next most valued management trait is caring and support, there is a fairly fine line between giving Gen Z independence while being there for them.

The most loyal generation is 55-to-64-year-olds and the least loyal is age 18-24 (the youngest millennials and oldest Gen Z). However, when 18-to-24-year-olds do sign up for a loyalty program, they participate more frequently than their older peers.