--- title: Do Brands Still Matter? Do They to Gen Z? description: Gen Z favors brands that align with their values, authenticity, and social impact. Discover how brands can stay relevant in the evolving consumer landscape image: https://blog.publiclabelagency.com/hubfs/AI-Generated%20Media/Images/In%20a%20vibrant%20scene%20a%20group%20of%20young%20adults%20the%20embodiment%20of%20Gen%20Z%20is%20intensely%20engaged%20in%20shopping%20on%20their%20smartphones%20their%20expressions%20reflecting%20excitement%20and%20curiosity%20The%20setting%20is%20drenched%20in%20warm%20ambient%20lighting%20that%20softly%20illuminates%20th.jpeg --- [![Public Label Agency](https://blog.publiclabelagency.com/hubfs/PublicLabelAgency_November2024/images/PL-logo.svg "Public Label Agency")](https://www.publiclabelagency.com/) ![Do Brands Still Matter? Do They to Gen Z?](https://blog.publiclabelagency.com/hubfs/AI-Generated%20Media/Images/In%20a%20vibrant%20scene%20a%20group%20of%20young%20adults%20the%20embodiment%20of%20Gen%20Z%20is%20intensely%20engaged%20in%20shopping%20on%20their%20smartphones%20their%20expressions%20reflecting%20excitement%20and%20curiosity%20The%20setting%20is%20drenched%20in%20warm%20ambient%20lighting%20that%20softly%20illuminates%20th.jpeg) # Do Brands Still Matter? Do They to Gen Z? - Home - [Public Label Blog](https://blog.publiclabelagency.com/public-label) - Do Brands Still Matter? Do They to Gen Z? [ Morgan McAlenney ](https://blog.publiclabelagency.com/public-label/author/morgan-mcalenney) 03/18/2025 [ Shopper](https://blog.publiclabelagency.com/public-label/tag/shopper), [ Brand](https://blog.publiclabelagency.com/public-label/tag/brand), [ Gen Z](https://blog.publiclabelagency.com/public-label/tag/gen-z), [ Branding](https://blog.publiclabelagency.com/public-label/tag/branding) [1 Comment ](https://blog.publiclabelagency.com/public-label/do-brands-still-matter-do-they-matter-to-gen-z#postComment) 1 Minutes In today's rapidly evolving and expanding shopper marketplace (to include TikTok Shop), the significance of brands, especially among Generation Z (Gen Z), has become a topic of extensive discussion. Born between the late 1990s and early 2010s, Gen Z's unique preferences and values are reshaping traditional brand-consumer relationships. For decades, brands have been the cornerstone of shopper/consumer loyalty and even identity. But in a world where algorithms dictate discovery, social proof outweighs traditional shopper marketing and advertising, and Gen Z shops with a hyper-pragmatic mindset, the question arises: do brands still matter? At first glance, Gen Z seems to be brand-agnostic, prioritizing value, sustainability, and peer recommendations over legacy names. Yet, dig deeper, and you’ll see that brands still play a critical role—they just have to work harder to stay relevant.   ##### The Evolving Role of Brands for Gen Z Gen Z consumers prioritize authenticity and social responsibility in their purchasing decisions. According to a Forbes article, 82% of Gen Z are more likely to purchase from brands that advocate for social equality, reflecting a decisive shift towards values-driven brand relationships. This generation seeks brands that not only offer quality products but also align with their personal values and contribute positively to societal issues.  [Forbes](https://www.forbes.com/advisor/business/software/generational-relationships-brands/) ###### Engagement Imperative While traditional brand loyalty may be waning, brands that adapt to Gen Z's expectations—emphasizing authenticity, social responsibility, and genuine engagement—continue to hold significant value. For Gen Z, brands matter when they reflect their values, contribute positively to society, and engage in meaningful ways. Public Label loves a good challenge, book a free brainstorm on the topic of Gen Z "engagement" to get a feel for our nimble but bold counsel.   --- #### Tag: [ Shopper](https://blog.publiclabelagency.com/public-label/tag/shopper) [ Brand](https://blog.publiclabelagency.com/public-label/tag/brand) [ Gen Z](https://blog.publiclabelagency.com/public-label/tag/gen-z) [ Branding](https://blog.publiclabelagency.com/public-label/tag/branding) #### Share: - [Follow us on Facebook ](http://www.facebook.com/share.php?u=https://blog.publiclabelagency.com/public-label/do-brands-still-matter-do-they-matter-to-gen-z) - [Follow us on Twitter ](https://twitter.com/intent/tweet?url=https://blog.publiclabelagency.com/public-label/do-brands-still-matter-do-they-matter-to-gen-z&text=Do%20Brands%20Still%20Matter?%20Do%20They%20to%20Gen%20Z) - [Follow us on Linkedin ](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.publiclabelagency.com/public-label/do-brands-still-matter-do-they-matter-to-gen-z) - [Follow us on Pinterest ](http://pinterest.com/pin/create/button/?url=https://blog.publiclabelagency.com/public-label/do-brands-still-matter-do-they-matter-to-gen-z&text=Do%20Brands%20Still%20Matter?%20Do%20They%20to%20Gen%20Z?description=In%20today's%20rapidly%20evolving%20and%20expanding%20shopper%20marketplace%20(to%20include%20TikTok%20Shop),%20the%20significance%20of%20brands,%20especially%20among%20Generation%20Z%20(Gen%20Z),%20has[...]&media=https://9368802.fs1.hubspotusercontent-na1.net/hubfs/9368802/AI-Generated%20Media/Images/In%20a%20vibrant%20scene%20a%20group%20of%20young%20adults%20the%20embodiment%20of%20Gen%20Z%20is%20intensely%20engaged%20in%20shopping%20on%20their%20smartphones%20their%20expressions%20reflecting%20excitement%20and%20curiosity%20The%20setting%20is%20drenched%20in%20warm%20ambient%20lighting%20that%20softly%20illuminates%20th.jpeg) --- [ #### Unified Commerce Funnel ##### Previous Post ](https://blog.publiclabelagency.com/public-label/unified-commerce-funnel) [#### Bud Light's Canadian Kick Save ##### Next Post ](https://blog.publiclabelagency.com/public-label/bud-lights-canadian-kick-save) ### Leave a Reply --- ## Related Posts [ Commerce](https://blog.publiclabelagency.com/public-label/tag/commerce), [ Shopper](https://blog.publiclabelagency.com/public-label/tag/shopper), [ Digital Shelf](https://blog.publiclabelagency.com/public-label/tag/digital-shelf), [ Merchandising](https://blog.publiclabelagency.com/public-label/tag/merchandising), [ Branding](https://blog.publiclabelagency.com/public-label/tag/branding), [ Promotion](https://blog.publiclabelagency.com/public-label/tag/promotion) [ Morgan McAlenney ](https://blog.publiclabelagency.com/public-label/author/morgan-mcalenney) 07 May, 2025 #### [Creators as Commerce](https://blog.publiclabelagency.com/public-label/creators-as-commerce) Influencers Are Now the Point of Sale For years, influencers were seen as brand amplifiers—broad... 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