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The Top 15 Brands European Gen Z Say Express Who They Are

Young adults (18-24-years-old) in the U.K., France, Germany, Spain and Italy think these 15 brands help them express their most true, authentic selves…

Written and Edited by the YPulse Editorial Team

Aug 27 2025
Western Europe

KEY TAKEAWAYS

Young Europeans think brands that “express who they are” are those that help them show up as their authentic, true selves
Spotify, which ranks second on the list, gives European young adults a way to showcase their identity through the music they love
They rank brands highly that offer customisable options, seeing personalisation as a way to highlight their individuality

Across age groups, European young consumers describe a brand that “expresses who they are” as one that helps them be their authentic, true self. Whether it’s a product or service, it has to help them embrace their unique personalities and represent them to the world. (Individuality is in!) And YPulse’s Express Yourself special report, based on Brand Tracking data, shows many of the top “Express Who You Are” brands also score highly in YScore+ diagnostics like Popular and Cool, meaning brands that help them express themselves are also young people’s “it” brands. For young adults (18-24-years-old), brands can help them...