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
Article • 2 min Read
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
Article • 2 min Read
The Joy Rematch: How can sports win over non-fans?
For every fan obsessively checking player stats, there are countless others who couldn’t tell you a single player’s name. This massive, untapped audience of “non-fans” represents one of the biggest growth opportunities in entertainment. But for too long, they’ve remained overlooked. The problem? Traditional leagues don’t do a good job of appealing to non-fans. […]
Article • 2 min Read
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
Article • 2 min Read
The Future Feels Out of Tune: How Americans Are Navigating AI, Anxiety, and Change
The future is knocking, but the sound is strangely out of tune. We’re mourning what’s fallen away—stable careers, predictable markets, even aesthetic originality—while trying to decode what comes next. New Harris Poll research reveals a generation that feels both electrified by possibility and unnerved by the speed of change. Download the Report The Promise and […]
20 brands catching Gen Z's attention right now
Article • 2 min Read
Cash Is Cringe: How Gen Z Is Redefining Saving and Spending
Findings from The Harris Poll for Cash App
Article • 2 min Read
Gen Z and millennial entrepreneurs are rapidly integrating AI into their businesses
Financial independence is driving Gen Z and Millennial entrepreneurs to start their own businesses. Among those surveyed, 60% of Gen Z entrepreneurs and 57% of Millennials cited financial independence as a top motivation for starting their own business. Flexibility and autonomy (44% Gen Z, 50% Millennials) and pursuing their passion (43% Gen Z, 49% Millennials) […]
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
Article • 2 min Read
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
Brand Equity Breakouts: 6 Gen Z Favorites Dominating Right Now in 2025
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 […]
Article • 1 min Read
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
Article • 3 min Read
How Gen Z shops in 2025. QuestDIY survey finds new trends shaping consumer behavior today
As Gen Z’s purchasing power continues to grow, brands need to shift strategies to keep up with the discovery and shopping habits of younger buyers. When it comes to factors influencing purchasing decisions, this generation is trend-responsive, platform-fluid, and purpose-driven. To understand how these consumers discover, evaluate, and ultimately buy products, we surveyed over 400 […]
Article • 3 min Read
Gen Z's fascination with secondhand apparel: Depop sees large brand equity gains among younger consumers, according to Ad Age - Harris Poll brand tracker
Based on data from QuestBrand by The Harris Poll, Ad Age released their quarterly Gen Z Brand Tracker in May. This ongoing brand tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). From Q4 2024 to Q1 2025, the secondhand apparel marketplace Depop experienced a +12.0% brand equity lift […]
20 brands catching Gen Z's attention right now
Article • 2 min Read
LTOs, chicken nuggs, and nostalgia: Gen Z’s Taco Bell order is a whole mood
Taco Bell’s energy? Straight Gen Z core. Using data from QuestBrand by The Harris Poll, we can see how Taco Bell’s push towards nostalgia, chicken, and LTOs strongly resonates with this generation. Throughout the last quarter of 2024, Taco Bell’s brand equity lifted among Gen Z adults, and remains high into 2025. What is Taco […]
Gen Z is interested in blue-collar work—but not necessarily manufacturing
Article • 2 min Read
How can your brand embrace pop culture and Gen Z? Learn from Gap.
Using data from QuestBrand by The Harris Poll, Ad Age released their quarterly Gen Z brand tracker in February. This tracker ranks the top 20 brands by quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). Gap ranked 2nd, with brand equity that jumped +16.9% from Q3 (29.1) to Q4 (46.0) 2024. Brand equity […]
Article • 3 min Read
Snapchat scores big with NCAA fans, boosts brand equity during March Madness
From brackets to buzzer-beaters, the annual NCAA college basketball tournament, March Madness, has become one of the most anticipated sports events of the year. Since the tournament’s debut in 1939, the way fans engage with the event has evolved, especially with the emergence of digital platforms. Ahead of this year’s tournament, the popular messaging app, […]
Gen Z demands accountability amid corporate DEI rollbacks
Spring Break Marketing—How Brands Can Navigate The Generational Travel Divide
Article • 3 min Read
How the COVID-19 Pandemic Shaped Gen Z and Millennials, 5 Years Later
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 […]
Article • 2 min Read
Aloha Gen Z! - Hawaiian Airlines catches the attention of America’s youngest adults
Using QuestBrand data, Ad Age released their quarterly Gen Z brand tracker in February. This tracker ranks the top 20 brands by quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). This quarter, Hawaiian Airline placed 18th, with brand equity that rose +6.2% from Q3 (20.2) to Q4 (26.4) 2024. The greatest gains were […]
Article • 1 min Read
New Balance Case Study
Dad shoes are cool again How New Balance successfully won over Gen Z. Using data from QuestBrand, we explore how New Balance — once the go-to sneaker for dads everywhere — was able to successfully catch Gen Z’s attention. Download the case study to see how leveraging digital engagement and meaningful strategic partnerships can pay […]
Article • 2 min Read
Irrelevant to iconic: UGG surges in popularity among Gen Z with new collaborations and styles
UGG ranked 8th in our latest AdAge-Harris Poll Gen Z brand tracker. This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages 18-28). Once a 2000’s closet staple, UGGs were the must-have boot before retiring to the back of […]
Article • 3 min Read
Dad shoes are cool again: How New Balance successfully won over Gen Z
Haven't you heard? The "dad shoe" is back in style!
Article • 2 min Read
Gen Z’s Sriracha fandom skyrockets amidst a serious hot chili sauce shortage
Huy Fong’s Sriracha Hot Chili Sauce ranked 6th in our latest AdAge-Harris Poll Gen Z brand tracker with a 5.5% brand equity increase from Q2 (46.7) to Q3 (52.2). This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages […]
Article • 3 min Read
Can Facebook Marketplace be Meta’s answer to reeling in younger users?
Facebook was one of the first, and most impactful, social media platforms in the early 2000’s. It was the most downloaded mobile app of the 2010s and is the third-most-visited website globally as of just two months ago. However, it has been impossible to ignore the lack of attention Facebook has received from Gen Z […]
Article • 2 min Read
Social media buzz boosts UK demand for Guinness among young adults
In recent months, Guinness has gained a new generation of fans — and the demand for the classic stout is causing British pubs to worry about Christmas supply. This surge in popularity could be attributed to the social media attention Guinness has recently received. Celebrity endorsements and video trends have helped frame the Irish pint […]
Article • 2 min Read
Empowering with authenticity: Dove attracts Gen Z consumers with compelling campaigns
Dove ranked 12th in our latest AdAge-Harris Poll Gen Z brand tracker. This quarterly index uses data from QuestBrand by The Harris Poll to rank the top 20 brands by brand equity growth among Gen Z adults (ages 18-27). Over the last 20 years, Unilever’s Dove has challenged stereotypical beauty standards by featuring real women […]
Article • 3 min Read
A stress-free meal-kit plan that cares: HelloFresh catches Gen Z's attention
Using data from QuestBrand by The Harris Poll, AdAge released their quarterly Gen Z Brand Tracker in November. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-27). HelloFresh ranked second on this quarter’s list. Brand equity measures the value consumers see in a brand at a […]
Article • 1 min Read
Spotify Case Study
Global Marketing Campaign Overshadows Price Hikes “My Spotify” reminds users of the platform’s incredible level of personalization. In June, Spotify released their largest global marketing campaign since 2023’s end-of-year “Unwrapped.” The campaign celebrates Spotify’s unparalleled ability to personalize each user’s listening experience. “My Spotify” launched around the same time that Spotify increased the price of […]
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 […]
Article • 2 min Read
Cost-conscious Gen Z shoppers look to Costco for supersized savings
In recent months, Gen Z has prioritized cost-conscious grocery shopping amid rising consumer prices. According to data from the Agriculture Department, Americans are spending more than 11% of their personal disposable income on food. Many young consumers looking to combat growing grocery bills have turned to buying in bulk at warehouse clubs, such as Costco. […]
Article • 2 min Read
Wayfair’s brand momentum swells with Gen Z after a brand refresh
Using data from QuestBrand by The Harris Poll, online home store Wayfair ranked 18th in Ad-Age-Harris Poll’s recent Gen Z brand tracker. Wayfair finished just behind Tillamook, Quest Diagnostics, and Timberland. This quarterly tracker ranks the top 20 brands by growth in brand equity among Gen Z adults. Members of Gen Z under the age […]
Article • 2 min Read
Mirroring their favorite A-list celebrities, Gen Zers don Polo Ralph Lauren
The classic American brand, Polo Ralph Lauren, was launched in 1967. A staple in many consumers’ wardrobes, it was Polo Ralph Lauren that first popularized the iconic polo shirt. Despite its nearly sixty-year reign, Polo Ralph Lauren remains a popular brand with shoppers worldwide. At the end of 2023, we saw a surge in Gen […]
Article • 2 min Read
They’re back! Gen Z is reviving UGG’s popularity
Using data from QuestBrand by The Harris Poll, AdAge released their quarterly Gen Z Brand Tracker in January. This tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-24). UGG ranked first on this quarter’s list, with a +11.9% increase in brand equity from Q3 to Q4 2023. […]
Article • 3 min Read
Red Baron engages Gen Z with creative marketing campaigns
Fast, convenient, and affordable, frozen pizza is a staple in many American households. This go-to dinner option is especially popular among the youngest generation of adults – Gen Z. But which pizza brand to choose? With many brand names filling the grocery store freezer aisle, Red Baron works hard to stand out with creative marketing […]
Article • 3 min Read
Gen Z opens the Pandora jewelry box
Pandora ranked 3rd in our latest AdAge-Harris Poll Gen Z brand tracker. This quarterly index uses QuestBrand data to rank the top 20 brands by brand equity growth among Gen Z adults (ages 18-24). Brand equity measures the value consumers see in a brand at a particular moment of time. It is an average of four components: brand familiarity, perceived quality, purchase consideration, […]
Article • 1 min Read
Abercrombie & Fitch Case Study
From Exclusive to Inclusive Abercrombie & Fitch Transforms into a More Welcoming Brand To illustrate the value of brand tracking, we evaluated Abercrombie’s shift from marketing to the “cool kids” to including consumers of all sizes, ethnicities, and backgrounds. How did Abercrombie’s personality update impact consumers’ perception of the brand? Download our case study to […]
Article • 3 min Read
How does your generation view social media platforms?
Did you grow up watching Bonanza or The Office? Have you ever used dial-up internet? Do you have a collection of VHS tapes? The country has evolved with each generation, shaping consumers’ worldviews, preferences, and norms. Consumers’ unique experiences impact everything, including how they think about and use social media platforms. While over 70% of […]
Article • 2 min Read
Legos aren't just for kids - popular toy brand gains traction with young adults
Founded in 1932, popular toy manufacturer Lego just celebrated its 90th year in business as a privately held company. The widely recognized brand name stems from the Danish words “leg godt,” meaning “play well.” Even decades into existence, Lego is still “playing well.” Their CEO Niels B. Christiansen dubbed 2022 a “milestone year” for the […]
Article • 3 min Read
Could younger buyers reverse Tupperware's dip in momentum?
Started in 1946, Tupperware remains a popular American storage brand nearly seven decades later. Like saying “Kleenex” for tissues or “Google” for an internet search, “Tupperware” is often used as a noun to refer to any food storage container. During the COVID-19 pandemic, Tupperware celebrated a wave of popularity as restaurant closures and stay-at-home orders […]
Article • 3 min Read
Estée Lauder makes a play for Gen Z
Estée Lauder is one of the leading cosmetics manufacturers, trusted by women and men around the world. While a favorite of many, this brand is typically associated with an older consumer. If they want to remain the second-largest cosmetics company, Estée Lauder realizes that they must also connect with the youngest demographic of adults – […]
Article • 3 min Read
Volvo looks to establish brand loyalty with Gen Z
For the first time in its near 100-year history, Volvo is turning its attention to young consumers – in this case, Gen Z. Their efforts seem to be working. Volvo ranked 5th in our latest Ad Age-Harris Poll Gen Z brand tracker. This quarterly index uses QuestBrand data to rank the top 20 brands by brand […]
Article • 3 min Read
Would you like some goldfish with that martini?
Close your eyes and picture the average Goldfish consumer. What do they look like? Are they about three feet tall, 45 pounds…and five years old? While primarily considered a children’s snack, households with children only make up half of Goldfish consumers. Adults without children make up the other half of regular Goldfish buyers. Pepperidge Farm […]
Article • 3 min Read
Timberland gains a strong foothold with Gen Z
Based on QuestBrand data, Ad Age-Harris Poll’s third Gen Z tracker celebrated Timberland as one of the leading brands gaining traction with Gen Z. This ranking exposes the top 20 brands each quarter by brand equity growth among Gen Z consumers. Timberland boasted a significant bump in overall brand equity (+7.5), representing the growing value that […]
Article • 2 min Read
Kraft Heinz: A childhood classic remains a Gen Z favorite
Based on data from QuestBrand, Ad Age released its third quarterly Gen Z Brand Tracker at the end of July. This tracker ranks the top 20 brands by brand equity growth among Gen Z consumers across all industries. Brand equity represents the overall value consumers see in a brand. Equity growth shows that consumer brand […]
Article • 3 min Read
Hyundai Captures Gen Z's Interest Through the Metaverse
Recently, Ad Age and The Harris Poll launched a Gen Z Brand Tracker. The quarterly tracker uses QuestBrand data to rank the top 20 brands by brand equity growth across Gen Z adults (ages 18-24). Brand equity is an overall gauge of how consumers perceive a brand’s value based on four components: familiarity, quality, consideration, and […]
Article • 8 min Read
The Next Generation and Music Discovery: Implications for Brands
A recent survey conducted by the Harris Poll exclusively for Ad Age looked at how all Americans consume, discover and interact with music and brands. We found that Americans under 30 – Gen Z and Young Millennials – are driving a new wave of consuming music and being influenced by brands and music. Listening to […]
