Generation Zs reveal their 100 favorite brands

Millennials, move aside. There’s a new generation advertisers are vying to reach: Generation Z.

Gen Zs are Americans born after 1997, and their short lives have been already been marked by the advent of mobile technology, social upheaval, and the Great Recession.

Ypulse, a New York-based youth marketing firm, interviewed 8,494 Gen Z consumers on 332 brands this year for its Ybrands survey. Then, the firm ranked those brands based on the consumers’ awareness, past purchase, and loyalty, as well as their perceived personality and influence.

Bobby Calise, vice president of Ybrands, said these brands won over Gen Z because of their ability to convince young adults of their coolness and momentum.

More unique to Gen Z, Calise said, is their preference to buy from brands with expressed stances on social causes.

“In the past, brands might have considered playing it safe for fear of alienating some of its customer base,” Calise told Business Insider. “But in today’s social and political climate, it’s arguably riskier not to take a risk — even if it’s a calculated one — when it comes to brands taking stands.”

Ypulse shared the final ranking with Business Insider. Here are the top 100 brands that Gen Z adore:

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