Hi there,

Life’s feeling a little full at the moment—in the best possible way. I’m in the middle of wrapping up six years in Argentina as we prepare our move to Spain. Between final catch-ups, visa admin, and figuring out how to relocate a business, my dog, and everything else that comes with it, it’s been a ride.

And right alongside all that, we’re deep in Cannes mode—case films, scripts, voiceovers, the usual beautiful chaos.

It's a lot, but honestly? This is my favourite time of year. And I am very grateful for the opportunity.

There’s something energising about helping teams shape their best work for the stage. It’s not about dressing it up, it’s about cutting through. Making the idea land exactly how it should.

Here’s what we’re keeping front of mind this year:

• Start strong. The jury’s seen everything. Lead with impact.

• Know your category. Great work in the wrong lane won’t get far.

• Make it feel like something. Emotion is what sticks.

If you’re working on a video submission and want some help, the deadline’s coming up fast—but we’ve got space for a few more. Give us a shout.

5 Brands Killing It with Gen Z

We’re all universes in motion. Over 8 billion people bring their unique blend of experiences, perspectives, and voices into our reality. That’s mind-blowing, isn’t it?

But here’s the thing: in a world where change is the only constant, the rules are always shifting. Technology evolves faster than we can blink, consumer habits are unpredictable, and every generation rises with its own values and vision. For brands, the challenge isn’t just keeping pace—it’s standing out in a way that feels real.

The smartest companies aren’t just selling products—they’re creating movements. They’re speaking to people’s desire for belonging, authenticity, and individuality. In a world where everyone wants to feel seen, connection has become the ultimate competitive edge.

This article dives into the brands that have cracked the code with Gen Z—the ones building tribes, celebrating realness, and truly understanding what this dynamic generation is all about.

Gen Z: The Game-Changers

If any generation holds the keys to the future, it’s Gen Z. Bold claim? Maybe. But who else could it be? Born between 1996 and 2012, this trailblazing cohort is redefining self-expression, revolutionizing communication, and sparking business innovation.

Currently, Gen Z’s are responsible for 5% of U.S. spending, yet Gen Z’s economic clout is projected to soar to 17% by 2030, according to Ecocart.

Also, as digital natives, 56% of U.S. Gen Zers prefer online shopping over in-store experiences, according to GWI. Plus, the percentage of Gen Z individuals making weekly online purchases has surged by 28% since Q2 2020.

From influencers to entrepreneurs, from tech-savvy innovators to eco-conscious advocates, Gen Z is wielding technology to celebrate individuality and catalyze global change.

So, what truly defines this multifaceted generation? Let’s break it down:

1) The Quest for Authenticity

Gen Z is hyper-aware of traditional advertising tactics and can spot insincerity from a mile away. Growing up with curated Instagram feeds and filtered perfection, they now crave raw, unpolished, and human content. They’re drawn to the messy, vulnerable side of life. For brands, authenticity isn’t just an option—it’s the golden ticket.

2) Community-Driven Mindset

Gen Z finds identity in shared values and communities rather than standing alone. They rally behind movements and groups that reflect their ideals, championing causes like environmental activism and social justice. They gravitate toward brands that foster inclusion, belonging, and collective impact.

3) Humor Is Vital: The Meme Era

For Gen Z, humor is more than entertainment—it’s a way to navigate life’s complexities. Memes are their language, a tool for bonding and communication. Whether the humor is light, dark, or borderline cringe, brands that speak meme fluently win big points with this audience.

4) FOMO & YOLO Culture

Balancing caution with spontaneity, Gen Z lives at the intersection of "fear of missing out" and "you only live once." Exclusive drops and limited-edition products excite them. Experiences trump materialism, driving their ethos of living fully in the moment while being mindful of their choices.

5) Hyper-awareness of Mental Health

Gen Z is rewriting the narrative around mental health, openly addressing struggles and seeking solutions. They value brands that normalize mental health conversations and champion self-care. 

Content that emphasizes wellness—from skincare rituals to mindfulness practices—resonates deeply with such audience.

6) Multiplicity of Identity

Identity, to Gen Z, is fluid and multifaceted. They resist being boxed in, opting instead for mix-and-match self-expression. Think thrifted items paired with luxury pieces, or blending multiple passions like side hustles and creative hobbies. They’re also drawn to gender-neutral designs that reflect inclusivity and individuality.

7) Sustainability Is Non-Negotiable

Growing up amid climate change discussions has made sustainability a top priority for Gen Z. Thrifting, upcycling, and scrutinizing brands for greenwashing are second nature to them. They’re loyal to companies that genuinely innovate with eco-friendly materials and ethical practices.

How Brands Are Winning Gen Z Over

Now that we know what makes Gen Z tick, let’s dive deep into how smart brands are aligning their strategies with this generation’s preferences and values.

Crocs: From Ugly to Iconic

Crocs has pulled off one of the greatest rebrands in recent memory, transforming from a “fashion disaster” into a cultural phenomenon. But how did this happen? First, they embraced the quirky and offbeat reputation of their clogs, leaning into the “ugly” aesthetic rather than fighting it. This honesty struck a chord with Gen Z, who value self-expression over societal norms.

Their collaborations are nothing short of genius—limited-edition releases with global stars like Post Malone, Justin Bieber, and Bad Bunny have turned Crocs into collector’s items. Then there are the Jibbitz charms: tiny, customizable accessories that allow wearers to decorate their shoes in ways that scream individuality.

On TikTok, Crocs runs playful, often self-deprecating campaigns that encourage users to show off their unique styles, making the brand feel fun, approachable, and participatory. By embracing their identity and creating space for personalization, Crocs isn’t just a shoe company anymore; it’s a cultural icon for a generation that celebrates imperfection.

@crocs

Omg my shaylas!!!!!! @unwell @Alexandra Cooper @Call Her Daddy

Drunk Elephant: Skincare with a Conscience

Drunk Elephant didn’t just jump on the clean beauty bandwagon; they helped define it. At its core, the brand resonates with Gen Z because it strips away the fluff. Their “suspicious 6” philosophy—which excludes certain ingredients like silicones and fragrances—caters to a generation hyper-aware of what they put on their skin.

The brand’s packaging is sleek, minimalist, and Instagram-ready, making it irresistible for young consumers who want products that look as good on their shelves as they feel on their skin. But Drunk Elephant doesn’t just stop at aesthetics. On TikTok and Instagram, they share authentic skincare routines and transparent product education, connecting with Gen Z on a deeper, more personal level.

What truly sets them apart is their ethos: promoting skin positivity and the idea that skincare isn’t about perfection but about health. Gen Z doesn’t just buy their products—they believe in their mission, creating a community of loyal customers who feel seen and heard.

@drunkelephant

Slaai can’t unsend last night’s texts, but it can undo every last bit of your makeup. 🌙 The Afterparty Routine 🌙 🧈 Slaai Makeup-Melting ... See more

Chipotle: The Meme Master

Chipotle has mastered the art of cultural fluency, seamlessly weaving itself into Gen Z’s digital world. On TikTok, their viral campaigns—like the #ChipotleLidFlip challenge—turn everyday moments into viral experiences, confirming that success doesn’t depend just on plain marketing; but on creating a sense of community and participation.

Also, Chipotle taps into Gen Z’s social values by emphasizing their commitment to sustainability, sourcing fresh ingredients, and supporting causes like climate change. These aren’t just talking points—they’re woven into the brand’s identity, making them a choice that feels good morally and tastes good literally.

Their partnership with influencers is another ace up their sleeve. From collaborations with creators to personalized menu items (like the Shawn Mendes Bowl), Chipotle makes every touchpoint with Gen Z feel relevant, fun, and purposeful.

Aldi: Budget-Friendly and Brilliant

In a world where Gen Z audiences combat rising food prices by choosing food stores such as Costco or Sam’s Club, Aldi’s appeal goes far beyond low prices—it’s about value, authenticity, and a little bit of fun. 

In an era where student loans and economic uncertainty loom large, Aldi offers a guilt-free shopping experience without sacrificing quality. Their no-frills approach, featuring private-label products and a streamlined store design, appeals to a generation that values efficiency and sustainability.

What truly stands out is Aldi’s marketing personality. On Twitter, the brand is known for its clever humor, poking fun at competitors and engaging with followers in a way that feels more like banter with a friend than corporate messaging. This relatability makes Aldi feel less like a supermarket and more like a trusted ally in navigating adulthood.

And then there are the Special Buys—those rotating deals that turn shopping trips into treasure hunts. Aldi keeps things exciting, ensuring that customers never know what surprise they’ll walk out with next. For Gen Z, it’s not just shopping; it’s an adventure.

Yeti: Coolers That Are Actually Cool

Yeti has redefined what it means to be an outdoor brand, creating products that are as aspirational and functional. Their coolers and drinkware are premium-priced, but they’re also marketed as investments for a lifestyle built on adventure and quality.

What makes Yeti resonate so deeply with Gen Z is their ability to tap into the experience economy. This generation prioritizes making memories over acquiring things, and Yeti positions its products as essential gear for creating those unforgettable moments. Whether it’s a beach party or a remote camping trip, Yeti is there to keep your drinks cold and your adventures stylish.

Their content marketing is second to none. Instagram is filled with stunning visuals of nature, paired with stories of real customers using Yeti gear in extraordinary ways. This storytelling approach creates an emotional connection, making Yeti more than a product—it’s a symbol of a lifestyle Gen Z aspires to.

@yeti

Plan your wildest year yet. Build your calendar at the link in our bio. #BuiltForTheWild

Will your brand be next?

These brands aren’t just selling products; they’re building relationships. By understanding what makes Gen Z tick and speaking their language, they’ve become staples of this generation’s culture and values

Authentic, raw, unapologetic, and conscious—these are the qualities that resonate most with Gen Z. 

To capture their loyalty, the journey starts by weaving these values into your brand’s identity. But remember: this isn’t about “faking it until you make it.” It’s about genuinely living these principles, celebrating individuality, and embracing inclusion and innovation.

Brands like Crocs, Aldi, and Chipotle are leading the way: staying true to their essence, embracing bold ideas, and building meaningful connections.

So, is your brand ready to win over Gen Z? Let’s begin by creating content that’s fun, relatable, and real—because in today’s world, authenticity isn’t just a buzzword; it’s the ultimate strategy for success.

From the Ad Vault

Gen Z is redefining our perception of beauty. Often dictated by societal standards and external opinions, beauty—once an aspiration—is now often seen as an unrealistic burden rather than a healthy ideal.

Dove is among the brands leading the charge for a freer, less biased self-image. Their 2015 campaign, "You’re More Beautiful Than You Think," beautifully underscores our deep-rooted need for self-acceptance. A truly stunning piece!

Brand Wars

Hoka vs. New Balance: The Battle of the Ugly

Once just average running shoe brands, Hoka and New Balance have become Gen Z’s go-to sneaker choices. But how did they get here?

Hoka, originally designed for ultra-runners, has broken into mainstream fashion with its oversized soles and futuristic, performance-driven design.

More than just aesthetics, Hoka thrives on a wellness-first identity, tapping into Gen Z’s love for movement, mental health, and challenging traditional fashion norms.

On the other side, New Balance—once the ultimate "dad shoe"—has made a spectacular comeback, riding the wave of Gen Z’s obsession with vintage aesthetics.

What was once considered clunky and outdated is now a symbol of comfort, effortless style, and timeless appeal, thanks to its oversized shapes and nostalgia-infused collaborations.

Hoka or New Balance? Whichever you choose, both brands are redefining fashion by proving that authenticity beats hype every time.

Lento Vibes

A bit of random inspo from around the grounds:

• Moisture Mike Tyson: Dr. Squatch gets in the ring with a new soap ad that pulls no punches. Read now

• A Creative Masterpiece: Coca-Cola reimagines ‘Share A Coke’ for Gen Z. Still simple. Still genius. Read Now

• Logo Mash-Ups Done Right: Apple & Major League Soccer show the art of collaborative branding. Read more

• Egg Shortage, but Make it Branding: The Ordinary & MSCHF drop a cracking response to NYC’s egg crisis. Read more

• ChatGPT Gets Visual: OpenAI drops new image generation tools—and the results are wild. Read more