How brands can make an impression on Gen Z
Editor’s note: Elizabeth Jackson is the chief marketing officer at Collage Group.
Every generation has its iconic brands, and for Gen Z, a cohort defined by individuality, digital fluency and social consciousness, the bar is especially high. According to Collage Group’s Top Brands for Gen Z study, Oreo sits at the very top of the list, outranking more than 1,200 other brands across industries. This might surprise some observers who assume high-tech platforms or athleisure giants dominate Gen Z’s loyalty. Oreo’s success illustrates a timeless lesson: The strongest brands are those that seamlessly combine nostalgia, cultural relevance and creativity in ways that resonate with evolving consumer values.
Why does Oreo lead Gen Z’s brand rankings?
The study measures cultural fluency through its proprietary Brand Cultural Fluency Quotient (B-CFQ), a composite index of six dimensions: fit, relevance, memories, values, trust and advocacy. Oreo excels across each of these, proving that even a century-old snack brand can feel fresh to a generation coming of age in a very different cultural landscape.
- Fit: Oreo has consistently delivered products that align with Gen Z’s snacking habits. From bite-sized innovations to new flavors like s’mores and matcha, the brand matches Gen Z’s desire for both indulgence and novelty.
- Memories: For many in this generation, Oreo evokes childhood moments of twisting, dunking and sharing cookies with family and friends. Those memories build emotional equity that is hard to replicate.
- Relevance: The brand’s bold flavor experiments, playful packaging and collaborations (such as with Pokémon and Lady Gaga) keep Oreo tapped into pop culture.
- Values and trust: Oreo has also leaned into inclusive marketing. From celebrating LGBTQ+ Pride with rainbow Oreo packs to highlighting diverse cultural moments, the brand signals shared values with Gen Z.
- Advocacy: Oreo’s campaigns and collaborations spark user-generated content across TikTok and Instagram, turning Gen Z into vocal ambassadors who amplify the brand.
The result is powerful and deeply resonant: Oreo connects with Gen Z on multiple levels, from taste to identity, and earns both emotional loyalty and everyday relevance.
The broader context: Gen Z’s high expectations
Gen Z rewards brands that let them shape culture, not just consume it. They look for companies that mirror their multifaceted identities and address both the joys and challenges of their lives. Brands that thrive with this cohort not only deliver on product quality but also become cultural collaborators. Oreo’s marketing has leaned into this ethos – inviting fans to co-create content, remix flavors and share playful rituals online.
Interestingly, the study highlights that Gen Z is primed to embrace brands as they enter their next life stage but have high expectations for which brands they choose. With this generation now graduating from school, entering the workforce and starting families, brands must evolve alongside them. Oreo’s ability to remain both nostalgic and innovative provides a blueprint for staying relevant as consumer needs shift.
Lessons from other Gen Z favorites
While Oreo claims the top spot, other high-ranking brands offer complementary lessons. YouTube, Pringles, Doritos and Nike round out the top 10. Each resonates with Gen Z in distinct ways:
- YouTube provides entertainment, education and a platform for self-expression, aligning with Gen Z’s desire to both consume and create culture.
- Pringles and Doritos deliver bold, fun flavors and a lighthearted brand personality that syncs with Gen Z’s taste for humor and snackable joy.
- Nike connects to Gen Z by championing individuality, partnering with micro-influencers and standing up for social causes.
Together, these examples reinforce that Gen Z seeks authenticity, interactivity and values alignment – qualities that are transferable across categories.
What Oreo teaches us about building culturally fluent brands
For researchers and marketers, Oreo’s Gen Z dominance underscores several critical insights.
1. Blend nostalgia with innovation
Oreo demonstrates the power of linking memories to fresh experiences. Nostalgia provides emotional grounding while constant product and campaign innovation keeps the brand culturally alive.
2. Elevate cultural moments
By engaging with timely cultural conversations and celebrating diverse identities, Oreo shows that brands must be more than bystanders. They should be active participants in the cultural narratives their audiences care about.
3. Empower consumer co-creation
Gen Z doesn’t just want to consume; they want to shape culture. Oreo’s social campaigns, often built around shareable rituals or challenges, invite audiences into the brand story.
4. Deliver consistency across channels
Whether in-store, online or on social media, Oreo maintains a consistent, playful tone. This reinforces trust and makes it easy for Gen Z to advocate for the brand in their own voices.
Looking ahead: Staying on top of Gen Z’s preferences
Gen Z’s preferences will continue to evolve as the generation matures. Yet Oreo’s top ranking in 2025 highlights a central truth: Brands that adapt without losing their core identity can thrive across generations. The cookie brand’s ability to unite nostalgia with cultural fluency has made it more than just a snack. For Gen Z, Oreo is a symbol of joy, inclusion and creativity – values that will remain relevant well into the future.
For brands looking to follow Oreo’s lead, the challenge is clear. Invest in cultural fluency, embrace co-creation and deliver products and messages that both reflect and empower this generation. Those who do will not only capture Gen Z’s attention today but also secure their loyalty for years to come.