6 Min Read
Companies capturing Gen Z’s attention right now aren’t just lucky; they’ve mastered authenticity, innovation, digital-first strategies, and immersive storytelling. These strategies have paid off for these twenty brands according to Ad Age’s latest Gen Z Brand Tracker. Below we will explore a few of the brands climbing in Brand Equity and why.
Managing Director of QuestBrand, Justin Pincus, shares more on where we’re seeing lifts in Brand Equity and what’s working with Gen Z:
“This quarter’s biggest gainers aren’t just selling products — they’re sending signals. SoFi and Coinbase reflect a rising financial awakening, positioning money management as empowerment. REVOLVE remained ever-present in the Gen Z scroll, while Gymshark continued blurring the line between fitness and identity. And quieter climbers like STOK signal something deeper: Gen Z is building habits, not just hype.
Cultural relevance isn’t a vibe — it’s a growth strategy. The brands gaining ground with Gen Z feel present, participatory, and purpose-built for their world. “
Poppi: The Socially Savvy Wellness Brand
Poppi has captured Gen Z hearts by blending wellness with a playful, lifestyle-centric identity. Their success story kicked off with viral TikTok content, immediately driving immense sales. Strategic influencer collaborations, including celebrity investors like Alix Earle, and targeted campaigns like their playful Super Bowl “pop vs. soda” ad, solidify their presence. Recently acquired by PepsiCo, Poppi has proven a winning formula with their product, advertising, and business. These strategies have not only resonated with Gen Z and but have also proved to drive brand equity. Poppi’s approach of pairing community-driven marketing, authentic storytelling, and vibrant aesthetics perfectly taps into Gen Z’s preferences for brands that feel both relatable and aspirational.
QuestBrand. Base: Gen Z adults: 7/1/23-8/2/25, n=3,895.
Why Brand Equity Matters: QuestBrand’s dynamic, real-time tracking measures brand health across four key dimensions: Familiarity, Quality, Consideration, and Momentum. To achieve high Equity, a brand must excel in all four. This means having strong recognition (Familiarity), being perceived as excellent and reliable (Quality), earning trust as a top choice (Consideration), and showing clear upward trajectory (Momentum). The average of these metrics equates to Equity—a comprehensive measure of a brand’s strength, loyalty, and cultural significance.
Coinbase: Making Crypto Accessible & Trustworthy
Gen Z loves an easy-to-use platform, and Coinbase has made Crypto as Gen Z friendly as they come. Coinbase’s strong marketing campaigns and product quality have contributed to a sharp rise in brand equity, mirroring the recent surge in crypto prices over the past few months. The “Learn and Earn” campaign proved to be a hit among Gen Z using influencers to showcase rewards received from Coinbase and what they learned. Coinbase also leans into authenticity when it comes to strategies to earn Gen Z’s trust, and it’s working to drive QoQ equity among Gen Z.
QuestBrand. Base: Gen Z adults. Pre: 1/1/25-3/31/25, n=453. Post: 4/1/25-6/30/25, n=458.
STŌK Coffee: Bold, Buzzworthy, and Digital-First
STŌK Cold Brew Coffee resonates with Gen Z through fearless campaigns and innovative product strategies. Their recent viral collaboration with Wrexham AFC and a memorable Super Bowl ad showcases STŌK’s cultural awareness and willingness to embrace bold storytelling. Product innovations like Cold Brew Energy and limited-edition flavors align perfectly with Gen Z’s craving for customization and experiential consumption. Using digital-first marketing strategies and interactive AR filters, STŌK generates organic buzz, making it a brand on the rise for Gen Z.
QuestBrand. Base: Gen Z adults. Pre: 1/1/25-3/31/25, n=453. Post: 4/1/25-6/30/25, n=458.
Gymshark: Authenticity in Fitness Culture
Gymshark isn’t just apparel. It’s a lifestyle community. Through authentic long-term influencer partnerships like Whitney Simmons and David Laid, Gymshark has built deep trust with Gen Z. Their inclusive “We Do Gym” campaign celebrates fitness diversity with humor and relatability, supported by platform-savvy TikTok content. Experiential pop-ups, run clubs, and flagship store activations meet Gen Z’s demand for real-world experiences. By blending digital hype with authentic community building, Gymshark has steadily climbed in brand equity and consideration among Gen Z.
REVOLVE: Mastering Cultural Moments
REVOLVE captured the hearts and minds of Gen Z and in doing so has quickly climbed in brand equity among Gen Z audiences in the last few months according to recent QuestBrand data. REVOLVE has become synonymous with Gen Z style thanks to its powerful influencer network, featuring global ambassadors like K-pop sensation Jeon Somi. Their immersive experiences, especially the exclusive REVOLVE Festival at Coachella, leverage real-time digital storytelling to maximize engagement and e-commerce results. Campaigns like #RevolveAroundTheWorld position REVOLVE at the intersection of fashion, travel, and aspirational living—exactly the experiences Gen Z craves.
QuestBrand. Base: Gen Z adults 7/1/23-8/2/25, n=4,670.
SoFi: Simplifying Finance
Financial brands face unique challenges with Gen Z, yet SoFi has managed to successfully peak Gen Z’s interest with the world of personal finance. By leaning into influencer partnerships, SoFi has found ways to shore up Gen Z’s participation in personal finance with financial wellness campaigns that feel tangible. SoFi has also leaned into campaigns like “Money Hacks” mini-series featuring TikTok and Instagram Reels creators sharing financial savvy habits using SoFi tools. These campaigns have worked to help SoFi’s brand equity soar among Gen Z in the last couple of months. SoFi’s comprehensive, user-friendly app and relatable influencer-led “Money Hacks” content empower Gen Z financially, earning their loyalty through transparency and education.
QuestBrand. Base: Gen Z adults 7/1/23-8/2/25, n=4,724.
Why Culture Matters and How QuestBrand Can Help
Each of these brands demonstrates one crucial lesson: cultural resonance is essential for capturing Gen Z’s attention. Today’s buyers expect brands to authentically reflect their values, leverage digital innovation, and foster genuine community connections. To maintain this resonance, brands must stay ahead of cultural shifts.
This is precisely why platforms like QuestBrand are essential. QuestBrand helps brands proactively track, interpret, and respond to cultural signals—ensuring sustained relevance and strategic alignment with Gen Z trends. Leveraging brand intelligence allows companies to predict emerging trends and authentically integrate themselves into the evolving cultural landscape.
In a world shaped by rapidly shifting cultural norms, staying relevant with Gen Z requires proactive intelligence. Brands like STŌK, Gymshark, Poppi, REVOLVE, Coinbase, and SoFi aren’t successful by accident. They’re constantly tuned in. If your brand aims to thrive with Gen Z, embracing platforms like QuestBrand to decode culture is no longer optional, it’s essential.
