is rewriting the rules of brand love. The ET Snapchat Gen Z Index, powered by Kantar, shows how this generation, aged 18 to 28, is reshaping preferences across categories like fashion, tech, e-commerce, and food delivery. The ET Snapchat Gen Z Index tracked how priorities changed over a three-month duration.Unlike their predecessors, GenZs are not swayed by legacy status or celebrity endorsements. Instead, they lean into authenticity, value alignment, and everyday relevance. This snapshot of what’s clicking with Gen Z offers insights into which brands are leading — and which are lagging — in a market that prizes meaning over marketing.



Among Gen Z consumers, Amazon stands tall as the most-loved brand. Whether it’s last-minute shopping, smart pricing, or reliable service, the platform checks all the right boxes. From browsing to buying, it’s clear that Amazon has earned not just clicks but trust.

In the fashion lane, Myntra has captured Gen Z’s attention with its blend of trendy collections and easy interface. It leads the fashion race over global and homegrown rivals. H&M still holds ground among urban youth, but Ajio finds itself slightly outside the inner circle of favourites. For this generation, the brand’s vibe matters as much as the wardrobe.

In tech, Samsung edges out the competition, reflecting strong trust and brand familiarity. While once-popular names like OnePlus are losing their grip, Samsung continues to benefit from a balance of sleek design and consistent performance. In Gen Z’s digital toolkit, dependability is key. Apps like Zepto, Blinkit, Swiggy, and Zomato are part of daily life for Gen Z, but none has broken through as an emotionally sticky brand. These platforms win on convenience but fall short on personality. For now, they’re in the utility zone — used often, but not yet loved.
Coke has a slight edge over Pepsi when it comes to Gen Z preference, but neither brand feels like a cultural fit. They are known, yes. Trusted? Maybe. But loved? Not quite. Gen Z is looking beyond sugary staples, and legacy alone isn’t keeping the fizz alive.

Gen Z is giving emerging brands a shot. Lesser-known and local names are finding favour, especially when they bring unique identities or values to the table. This openness reflects a shift in buying patterns — where personality, purpose, and niche appeal often beat polished legacy marketing.

For Gen Z, a brand’s fame is no longer enough. What counts is meaning, relatability, and a sense of shared values. Brands that win with this generation are those that speak with clarity, act with integrity, and align with the lifestyle they live — and aspire to.