20 brands catching Gen Z's attention right now and how they are doing it
The latest Ad Age-The Harris Poll Gen Z brand tracker rankings for Q1 2026.
Insights & News
Gen Z
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Curling's Next Wave: What the Data Says About Gen Z, Millennials, and Growth
Gen Z and Millennials are curling's biggest fans. Here's why that should matter to marketers.
Gen Z is turning their backs on social media except for this one app – and they don’t necessarily trust it
Findings from The Harris Poll’s TikTok Troubles: The Platform Gen Z Can’t Quit report.
Two-thirds of Gen Z say they rely on self-taught skills to find a job
In a dire market, many workers may be banking on skills they teach themselves.
Tinder says Gen Z still believes in true love—they just want a soft launch first
Gen Z still believes in love, according to a new Tinder x Harris Poll white paper.
Why people are buying iPods again
Apple’s retired MP3 players are seeing a nostalgic resurgence.
Keep your finger on the pulse with the latest trends in business, culture, and more.
Harris Poll Finds 'Opting Out' Of The Economy Has Become A Movement
New Harris Poll research finds that Americans are “opting out” of the economy in 2026.
How Gen Z Is Shaping the Next Generation of Dating Platforms
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Winning Over Sports Non-Fans: The Growth Opportunity
Millions tune out sports entirely. New data reveals who these non-fans are, and how leagues and brands can finally turn their heads.
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The Joy Rematch: How can sports leagues increase Gen Z's joy?
As consumer attention is pulled in a hundred different directions, every entertainment brand has the same aim: to capture viewers’ attention through joy. One arena that’s falling surprisingly short on delight – sports. Recently, The Harris Poll dug into this problem through The Joy Rematch, a report that exposes gaps in the fan experience and […]
Gen Z isn't quiet quitting. They're side hustling
Mentorship is the competing edge our workplaces need to accelerate
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AI Anxiety: How Americans Navigate an Uncertain Future
Americans are mourning stable careers and predictable markets as AI reshapes daily life. New data captures a nation bracing for change.
20 brands catching Gen Z's attention right now
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Cash Is Cringe: How Gen Z Is Redefining Saving and Spending
Findings from The Harris Poll for Cash App
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Gen Z and millennial founders go all in on AI
Financial freedom is driving younger entrepreneurs to launch businesses. Among those surveyed, 60% of Gen Z are building with AI from day one.
Alcohol Still Leads Restaurant Beverage Orders, According To New Harris Poll—But Gen Z Isn’t Buying It
Opinion | Why Gen Z Is Resurrecting the 1990s
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Cheers to that: Are Americans ordering alcoholic beverages when eating out?
Whether with family, friends, or your significant other, eating out is a festive experience, and begs for a beverage to match! Over a third (36%) of Americans say alcohol is their go-to drink when ordering at a restaurant, edging out soda (29%) and water (21%). However, a recent Harris Poll run in partnership with eMarketer […]
Article • 4 min Read
6 brands Gen Z loves right now in 2025
These six brands are winning Gen Z through authenticity, innovation, and digital-first thinking. New equity data shows who is breaking out.
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How do Americans think about the skilled trades?
The United States is facing a severe shortage of skilled tradespeople – especially in the manufacturing and construction sectors. As the lack of carpenters, welders, masons, plumbers, and electricians takes a toll on project timelines and budgets, Americans are increasingly paying attention to these roles. The skilled trades are highly respected: 91% of Americans agree […]
20 brands catching Gen Z's attention right now
The Big Unplug: Gen Z favors digital detox in pursuit of IRL workplace connections
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How Gen Z really shops: new study findings
New research reveals how Gen Z discovers, evaluates, and buys, and what their habits mean for brands trying to win their loyalty.
Article • 3 min Read
Depop and Gen Z drive the secondhand apparel boom
Resale is booming with younger shoppers. New Ad Age data shows Depop posting strong brand-equity gains as Gen Z embraces secondhand style.
20 brands catching Gen Z's attention right now
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Gen Z's Taco Bell order is a whole mood
Limited-time drops and nostalgia keep Gen Z hooked on Taco Bell. New data reveals what's driving the chain's pull with younger diners.
Gen Z is interested in blue-collar work—but not necessarily manufacturing
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How brands can embrace pop culture: lessons from Gap
Gap is winning Gen Z by leaning into pop culture. New data reveals how any brand can borrow the playbook to connect with younger shoppers.
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Snapchat scores with NCAA fans during March Madness
March Madness gave Snapchat a brand-equity boost with college sports fans. New data reveals how the platform won the tournament moment.
Gen Z demands accountability amid corporate DEI rollbacks
Spring Break Marketing—How Brands Can Navigate The Generational Travel Divide
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COVID-19, five years later: how America has changed
It’s been five years since the Covid-19 lockdowns took hold across the U.S. While the mandates lasted only a few weeks, the ripple effects of the pandemic have left a lasting mark—particularly on Gen Z and Millennials. Not all of those changes have been negative, however. Young adults report that the pandemic had a positive […]
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Hawaiian Airlines catches Gen Z's attention
Hawaiian Airlines is winning over America's youngest adults. New data reveals how the brand is building momentum with Gen Z travelers.
Article • 1 min Read
New Balance: Building Brand Equity Through Research
See how New Balance partnered with The Harris Poll to turn consumer insight into stronger brand equity and a sharper market voice.
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UGG Goes from Irrelevant to Iconic with Gen Z
Fresh collaborations and styles have made UGG a Gen Z favorite again. New data reveals how the brand engineered its comeback.
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Dad shoes are cool again: How New Balance successfully won over Gen Z
Haven't you heard? The "dad shoe" is back in style!
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Sriracha Shortage Fuels Gen Z's Hot-Sauce Fandom
A serious chili-sauce shortage only deepened Gen Z's love of Sriracha. New data reveals how scarcity sharpened the fandom.
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Can Facebook Marketplace Win Back Younger Users?
Meta is betting on Marketplace to draw younger users back. New data reveals whether the strategy is gaining traction with Gen Z and millennials.
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Social Buzz Lifts UK Demand for Guinness
Viral social media moments are driving UK demand for Guinness among young adults. New data reveals how buzz turned into brand momentum.
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Dove Wins Gen Z with Authentic Campaigns
Authentic, purpose-led campaigns are drawing Gen Z to Dove. New data reveals how the brand turns real messaging into real loyalty.
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HelloFresh Catches Gen Z with Stress-Free Meals
A low-effort, caring meal-kit plan is winning Gen Z for HelloFresh. New data reveals how convenience builds brand momentum.
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Spotify: Building Brand Equity Through Research
See how Spotify partnered with The Harris Poll to turn consumer insight into stronger brand equity and a sharper market voice.
Article • 4 min Read
What Gen Z thinks about its social media and smartphone usage
Recent conversations about the mental health impact of social media and smartphone usage on children have spurred efforts to curb access to both. Many policy reform efforts have included schools going “phone-free” during the school day, and others have sought to introduce minimum age limits for social media, similar to age limits for driving or […]
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Cost-Conscious Gen Z Turns to Costco for Savings
Cost-Conscious Gen Z Turns to Costco for Savings
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Wayfair's Brand Refresh Wins Gen Z Momentum
A brand refresh is lifting Wayfair's momentum with Gen Z. New data reveals how the makeover reshaped younger shoppers' perceptions.
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Gen Z Dons Polo Ralph Lauren to Mirror Celebrities
Following their favorite A-listers, Gen Z is embracing Polo Ralph Lauren. New data reveals how celebrity style drives the trend.
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Gen Z Revives UGG's Popularity
UGG is back, and Gen Z is leading the comeback. New data reveals how younger shoppers reignited the brand's appeal.
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Red Baron Engages Gen Z with Creative Campaigns
Inventive marketing is winning Red Baron new fans among Gen Z. New data reveals how creativity drives the brand's appeal.
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Gen Z Opens the Pandora Jewelry Box
Pandora is finding new favor with Gen Z. New data reveals how the jewelry brand is connecting with younger shoppers.
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Abercrombie & Fitch: Building Brand Equity Through Research
See how Abercrombie & Fitch partnered with The Harris Poll to turn consumer insight into stronger brand equity and a sharper voice.
Article • 3 min Read
How Each Generation Views Social Media Platforms
New research reveals how different generations see today's social platforms, from trust and time spent to which apps they favor.
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Legos Win over Young Adults, Not Just Kids
Lego's appeal now reaches well beyond childhood. New data reveals how the toy brand is gaining traction with young adults.
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Can Younger Buyers Revive Tupperware's Momentum?
Tupperware's momentum has dipped. New data reveals whether younger buyers could turn the iconic brand's fortunes around.
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Estee Lauder Makes a Play for Gen Z
Estee Lauder is courting a younger audience. New data reveals how the heritage beauty brand is working to win Gen Z.
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Volvo looks to establish brand loyalty with Gen Z
Volvo is courting younger drivers early. New data reveals how the automaker hopes to turn Gen Z interest into lasting loyalty.
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Goldfish Goes Grown-Up: Snacks Meet Cocktails
Goldfish is reaching for adult snackers. New data reveals how the childhood favorite is finding a place at the cocktail hour.
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Timberland gains a strong foothold with Gen Z
Timberland is winning younger shoppers. New data reveals how the heritage brand built real traction with Gen Z.
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Kraft Heinz: A Childhood Classic Stays a Gen Z Favorite
Nostalgia keeps Kraft Heinz on Gen Z's table. New data reveals how a childhood classic holds its place with younger consumers.
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Hyundai Captures Gen Z Through the Metaverse
Hyundai is meeting young drivers in virtual worlds. New data reveals how metaverse experiences build Gen Z interest in the brand.
Article • 8 min Read
Music and Branding: How Sound Shapes Brands
New research reveals how music shapes the way consumers feel about brands, and why the right sound can drive real connection.
