Gen Z Females Say These 15 Brands Express Who They Are

Our brand tracker reveals the top brands that young Gen Z females say help express who they are (and how they’re different from Millennials’ choices)…

From the brands that young consumers think are most innovative, to those they think are hot right now, we’re constantly keeping our eye on Gen Z and Millennials' top-ranking brand choices. YPulse’s continuous brand tracker asks young consumers to assess brands across four categories: Personality, Relevance, Influence, and Momentum. Questions about whether a brand is trustworthy, supports causes, is recommended to others, and has a bright future are specific examples of the 16 core diagnostics we developed to determine a brands’ success among young consumers. We also ask, “Which of the following helps you EXPRESS WHO YOU ARE?” This diagnostic measure is especially revealing in showing the brands that young consumers feel a close relationship with. If you view a brand as part of how you express of who you are, that brand is a symbol of how you want to be perceived, or even a representation of your values in some way. The top two ranking brands among all young consumers, which we reported on in our recent YPulse Brand Report, are also the top two brands they say help express who they are.

But of course, these brands change depending on what young consumer group we’re looking at. Today we’re looking at a group highly desired by brands: Gen Z females. Incredibly savvy and connected, these young female shoppers are quick to organize around what they love (look at their fandoms), create opportunities for themselves (look at all those teen-run Tea accounts), and they’re tastemakers on the rise. But what brands have the potential to rise with them? We checked in on the top 15 brands in our tracker that they say help express who they…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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