20 brands catching Gen Z’s attention right now
By Abimbola Mohammed
The oldest members of GenZ are fast entering their late 20s, expanding their foothold in the workforce and marketplace. This makes adapting to their consumer preferences an ever more important consideration for brands.
This MARKETING EDGE ranking spotlights which brands have been most successful in that pursuit, highlighting the top 20 brands most popular with Gen Z adults (ages 18-25). All of the brands centered their campaigns on this demography.
Aya sanitary pad: For a while now Aya sanitary pad has taken over the social media trend table as Gen’zs now see the brand as one of the best quality and affordable sanitary towels in town.
According to the manufactures of Aya pad, the aim is to empower women in Nigeria by offering premium affordable and accessible period care. The pad comes in a box of 10 daily pads, 320mm long, designed for optimum comfort that lasts all day long and a box of 7 large pads, 400mm, designed with extra wings to ensure minimum spillage.
Adidas: Adidas is pushing its efforts to reach the next generation of athletes and sports fans by landing multi-year deals with three of Overtime’s leagues: OT7, Overtime Elite (OTE), and Overtime Select. It is part of the brand’s broader goal of connecting with Gen Z through youth leagues, grassroots, high school, and college ventures. A deal with 7-on-7 football league OT7 has already been in place, but this fall has brought the announcements of the brand sponsoring the high school-aged men’s and women’s basketball leagues.
Mirinda: Global soft drinks brand Mirinda revamped its branding, targeting Gen Z consumers in particular. Mirinda unveiled a new global brand platform, “There’s no flavour like your flavour,” along with a vibrant new visual identity system that celebrates creativity and individuality across all generations. With a focus on boldness, the fruit-flavoured carbonated soft drink brand aims to ignite inspiration for Gen Z. The new look is part of Mirinda’s “M’pactful” approach, which puts creativity and uniqueness at the forefront of the brand.
Fanta: Fanta refreshed its identity with bright, colourful, and exuberant new logo features an update to the wordmark, simplifying it and removing the orange circle and green leaf. it offers a reformulation, visual identity overhaul and multichannel marketing push. The mix of gaming elements, in-person experiences and creator partnerships speaks to a desire to connect with Gen Zs, a key consumer segment but one that’s difficult to reach through traditional ads.
It also gets paired with delightful illustrations of fruits corresponding to the flavour, splashing down and displacing liquid drops, sometimes accompanied by other graphics like diamonds and lightning bolts. Bright colours inspired by the dozens of Fanta flavours available globally serve as backdrops.
Spotify: Spotify is where Gen Zs are creating, curating, and experiencing culture in real time, all the time. According to spotify 69% of Gen Zs feel “more centered and generally happier” when listening to their favorite music on a daily basis while 66% of Gen Zs said audio helped them feel less alone over the past year.
Binance: Binance Holdings Ltd., branded Binance, is a global company that operates the largest cryptocurrency exchange in terms of daily trading volume of cryptocurrencies. Cryptocurrency is a digital asset that uses cryptography to secure transactions and control the creation of new units. It is decentralized, meaning it is not controlled by any central authority or intermediary. Cryptocurrency has the potential to revolutionize the way we exchange value, store wealth, and access financial services. It also offers opportunities for innovation, creativity, and social impact. According to a survey by The Motley Fool, 59% of Gen Z and millennial investors own cryptocurrency, making it the most popular type of investment for this generation.
Audiomack: The music platform empowering artists. Audiomack is an artist-first music platform that helps musicians reach and engage fans across the world. According to Dave Edwards SVP of Revenue Audiomack, he said Audiomack is a leading music streaming and video content platform for Gen Z and millennials, who make up 93% of our global audience. It allows creators to share unlimited music and podcast content for free, along with tools to help them expand their audiences.
1Xbet: 1xBet is an online gambling company licensed by Curaçao eGaming License. It was founded in 2007 and registered in Cyprus. In 2019, they experienced considerable growth, briefly sponsoring Chelsea FC and Liverpool FC. The organisation operates a franchise business model.
OctaFX: Octa (formerly OctaFX) offers a basic, low-cost MetaTrader platform experience alongside its proprietary web and social copy-trading platform. It has made great strides with its pricing options for traders, but suffers from a limited range of tradeable instruments and a lack of variety in its educational content. It has become Genz’s favorite online trading platform.
Opay: OPay is a one-stop mobile-based platform for payments, transfers, loans, savings and other essential services for every individual. Because of swift services it has become the choice of GenZ’s and even older generations.
PalmPay: PalmPay develops a secure, digital payment experience in an effort to promote financial inclusion and enhance consumer experiences. The company improves its users’ digital payment experiences by offering financial account creation, money transfers, bill payments, and instant access to credit services.
SportyBet: SportyBet is a brand of Sporty Group, a global sports entertainment and technology company, and it is a pan-African market leader with licensed operations throughout Africa including Nigeria, Ghana, Kenya, Zambia, Tanzania, and Uganda. Sporty Bet is common used game platform among GenZ’s and Millinaians.
Flying fish: Flying Fish Premium Flavoured Beer combines the pure refreshment of beer with added flavours pressed lemon, crushed orange and chilled green apple. It is about adding some flavour to the familiar, looking at and doing things differently while having fun and living in the moment.
Tecno: Tecno has been dedicating to providing users with the most up-to-date image technology and experience and announcing the future product strategy to have a smartphone with frontier 108M pixels camera and in-display camera technology in the very near future. 108 MP is set to be one of the highest-spec cameras equipped on a smartphone and with ultra-high resolution as well as better light input capacity and image details, which can be used as printed posters directly.
Netflix: Netflix is an American subscription video on-demand over-the-top streaming service. The service primarily distributes original and acquired films and television shows from various genres, and it is available internationally in multiple languages.
Prime Video: Amazon Prime Video, or simply Prime Video, is an American subscription video on-demand over-the-top streaming and rental service of Amazon offered as a standalone service or as part of Amazon’s Prime subscription.
Sprite: Sprite rolled out its “Heat Happens” campaign to aid consumers in keeping their cool during challenging times. The initiative aims to empower young individuals to confront unexpected hurdles with a positive and rejuvenating outlook.
YouTube: 62% of Gen Zs believe that streaming platforms at large, including audio, have significantly shaped how they discover and connect with a broader culture, and 54% of Gen Zs believe brands have the power to create communities based on common interest and passion.
Fearless: Fearless Energy Drinks are non-alcoholic energy boosting beverages produced & packaged in Nigeria by Rite Foods Limited.
Apple: iPhone is a smartphone made by Apple that combines a computer, iPod, digital camera and cellular phone into one device with a touchscreen interface. The iPhone runs the iOS operating system, and in 2021 when the iPhone 13 was introduced, it offered up to 1 TB of storage and a 12-megapixel camera.