Article by: Mike York, COO

Every brand wants to know one thing: “Do Gen Z’ers like us?”

This question is usually asked:

• urgently
• nervously
• and right before someone suggests “more TikTok”

Market research has an answer. It’s just not the one brands want.

First, Let’s Clear This Up: Gen Z Does Not “Like Brands”

At least, Gen Z does not like brands in the traditional sense.

They:

• tolerate them
• use them
• occasionally defend them in comments
• and abandon them without notice

This is not disloyalty. This is emotional efficiency.

What the Data Actually Shows (No, Really)

Across studies, categories, and trackers, Gen Z consistently gravitates toward brands that:

• work without drama
• don’t embarrass them
• don’t try too hard
• and don’t lie loudly

That’s it.

Not:

• “authentic storytelling”
• “brand purpose journeys”
• or “we listened” campaigns

Don’t understate the importance of being competent.

Gen Z’s Favorite Brand Trait: “Doesn’t Make My Life Worse”

This is the bar.

Gen Z likes brands that:

• load quickly
• explain themselves clearly
• don’t surprise them at checkout
• and don’t require a scavenger hunt for basic info

If a brand creates friction, Gen Z doesn’t complain. They disappear. Silently. Forever. Much like that one sock that was last seen going into the dryer with confidence, only never to be seen again.

Why Brands Get This Wrong Every Time

Because brands confuse:

• visibility with relevance
• engagement with affection
• and comments with loyalty

Gen Z engagement often means:

“I noticed you. I did not consent to a relationship.”

A viral moment is not brand love. It’s a drive-by test-run.

Why Brands Get This Wrong Every Time

Market research consistently shows Gen Z trusts:

• what brands do
• not what they say

They believe:

• receipts
• screenshots
• peer commentary

They do not believe:

• mission statements
• “we hear you” posts
• or brands responding with a heart emoji to criticism

Silence is suspicious. Overreaction is worse.

The Brands Gen Z Likes Are Usually Boring on Purpose

Gen Z’s favorite brands often:

• don’t chase trends
• don’t explain themselves
• don’t apologize for existing

They just:

• deliver
• stay consistent
• and don’t embarrass their users publicly

This reads as “low effort.”

It’s actually earned restraint.

Gen Z Hates Being Marketed To, Especially About Being Gen Z

Nothing kills goodwill faster than:

“As a Gen Z brand…”

Gen Z immediately knows:

• a meeting happened
• a deck existed
• and someone overestimated their understanding

The brands Gen Z likes don’t announce it. They just show up correctly.

What Gen Z Will Actually Reward

Plenty of research shows Gen Z rewards brands that:

• respect their intelligence
• respect their time
• respect their money

Not with loyalty. With continued use.

Which, in 2026, is the highest compliment available.

What This Means for Market Research (The Useful Part)

If you’re researching Gen Z, stop asking:

• “Do you like this brand?”

Start asking:

• “When would you stop using this?”
• “What would make this embarrassing?”
• “What feels annoying vs unacceptable?”

Gen Z insight lives in:

• friction thresholds
• exit conditions
• and quiet dealbreakers

Not brand love.

The Last Word

Gen Z doesn’t want brands to be their friend.

They want brands to:

• function
• behave
• and stay out of the way

The brands Gen Z likes aren’t louder, cooler, or trendier.

They’re just the ones that don’t mess it up.

That’s not a Gen Z thing. That’s a human thing.

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SMARI is an award-winning Indiana-based market research consultancy that was founded in 1983 with the idea of guiding change and inspiring confidence. We are proud to work with SMEs as well as a variety of Fortune 500 brands. We are powered by our core values: integrity, community, perseverance, trust, passion, curiosity, and innovation. SMARI’s expertise encompasses complete project scopes, including instrument design, sampling & fielding services, reporting & analysis in the Healthcare, CPG, Retail, Food & Beverage, Manufacturing, and Financial Services industries, among others. Much has changed in our 40+ years, but our tagline and overarching mission remain the same—to guide change and inspire confidence. Start a conversation with us at www.SMARI.com.