While it can sometimes feel impossible for brands to get Gen Z, teens and young adults tell us how. YPulse’s Decoding Brand Affinity 2025 data shows that truly understanding their worldview and having products that represent their lifestyle are the top ways that Gen Z (13-24-year-olds) would describe brands that “get them.” In other words, homing into the things that matter to them and making the products that fill those needs. Fitting into their budgets is another top way they see brands getting them, which makes sense given this generation’s financial struggles and desire for the biggest bang their buck can get. To show up in these ways, brands must keep up with the trends Gen Z is driving—understanding their passions, preferences, and behaviors—while still respecting their budgets. The brands that do both well can earn their attention, loyalty, and ultimately, their dollars. After all, YPulse data shows 85% of teens (13-17) and 79% of young adults (18-24) say it’s somewhat / very important for the brands they purchase...