This is a quarterly report on brands that are gaining recognition with Gen Z. To see previous reports, go here.

In a sign of the economic times, discount supermarket chain Aldi is gaining ground with younger consumers. Aldi tops the latest Ad Age-Harris Poll Gen Z brand tracker, which ranks brands that gained the most attention from Gen Z in the fourth quarter of 2022.

Aldi also generated buzz with several products. For instance, it got major attention in December with a limited-time $13 sparkly dress that went viral on social media. The Serra Ladies Front Knot Dress dress was part of the Aldi Finds aisle, known for its quick rotation of a variety of products. 

Conducted quarterly, the poll ranks brands by how much their equity has changed with Gen Z—that is, how much this generation’s perception of these brands is changing from quarter to quarter. It surveys U.S. consumers ages 18-24; younger members of Gen Z are unable to answer without adult supervision, so are excluded from the analysis.

Other brands cracking the top five in the fourth quarter poll include the WNBA, ice cream brand Blue Bunny, and two automakers—BMW and Volvo.

Top Gen Z brands by brand equity growth

Below, more on how Aldi and other top-scoring brands broke through with Gen Z.

Price cuts and limited-time deals

As news spread of higher Thanksgiving meal prices, Aldi gained valuable PR in November by announcing it would slash Turkey Day food prices to “match 2019 prices.”

“We know our unique shopping experience resonates with Gen Z, many of whom are seeking quality, affordable alternatives to pricier name brands,” an Aldi representative told Ad Age in a recent email interview. “Over the past year, we’ve identified ways to share the Aldi difference through channels that reach new fans.” That includes a TikTok account, which the brand launched in June.

Some of its social media love came from across the pond—Aldi drew major attention when it ran a special deal in its U.K. stores on an energy drink called Prime launched by YouTube influencers Logan Paul and rapper and video gamer JJ Olatunji, known as KSI. The supermarket in December included it in its limited-time offering—called “Specialbuys” in the U.K. The drink quickly led to long lines and quickly sold out, Bloomberg reported.

Women’s basketball drives new attention

The WNBA made headlines related to coverage of how Brittney Griner, the All-Star center for the Phoenix Mercury, was detained in February 2022 in Russia for allegedly carrying cannabis oil in her luggage. Griner was sentenced to nine years in prison in August but has since been released in a prisoner exchange.

“Brittney Griner’s monthslong detention and ultimate release from Russia brought a lot of attention to the WNBA at a time when the league is securing broadcast and streaming deals and when brands are upping their commitment to supporting women’s sports broadly,” said Harris Poll CEO Will Johnson in a statement.

Women’s basketball more generally has scored new attention from advertisers across all ranks. That includes insurance company Aflac,which announced that it would dedicate a portion of its advertising budget to focus on women’s basketball for March Madness this year; and Google, which became the International Basketball Federation's (FIBA) first sponsor of women's basketball and the FIBA Women's Basketball World Cup.

Gen Z hearts EVs

Automakers accounted for five of the top 20 brands in the poll—BMW (fourth); Volvo (fifth); Subaru (seventh); Cadillac (17th); and Mini (19th).

This has to do with how “EVs are driving a lot of momentum” with Gen Z, said Johnson. BMW announced in October that it would invest $1.7 billion to build EVs in the U.S., “the biggest single investment we've done so far," BMW Group Chairman Oliver Zipse told Reuters. 

BMW-owned Mini Cooper hyped its EVs in November by launching a new white paint finish for its 2023 Mini Electric Cooper SE during International Polar Bear week. It asked consumers to name the paint color and the polar bear mascot associated with the campaign.

BMW has also focused on reaching gaming communities. In October it announced a deal with gaming platform AirConsole to integrate games in its in-car infotainment displays.

Volvo has also focused on EVs. It recently teased a forthcoming small electric SUV targeting Gen Z. Volvo CEO Jim Rowan described plans to use subscription-based shorter-term ownership and online purchases to reel in Gen Z, according to BBC’s TopGear. “Gen Z–18, 19-year-olds–is our next market,” said Rowan. “We don’t talk to Gen Z right now, the brand has never really spoken to that younger demographic. We are absolutely heading in that direction.” 

In September, Volvo got YouTuber Andrew Huang to create a song made out of car noises as part of the marketing for its XC60 Plug-in Hybrid.

Subaru in November launched its annual “Share the Love” initiative with an accompanying campaign, which pledged to raise $250 million for four charities.

General Motors-owned Cadillac launched a campaign in October with singer-songwriter Lenny Kravitz for the brand’s new luxury EV, the Celestiq. It included a video showing Kravitz designing his own version of the Celestiq and an art installation in LA.

Gen Z has a taste for vodka

Several alcoholic beverage brands got Gen Z’s attention last quarter, including High Noon Hard Seltzer and two vodka brands, New Amsterdam and Pinnacle Vodka, according to the poll. Alcohol “seems to benefit as more Gen Zers come of legal drinking age,” said Johnson. (Of course, there is plenty of evidence Gen X drinks less than previous generations.)

Nonetheless, canned cocktails saw a surge in popularity last summer, particularly with millennials and Gen Z due to the convenience of a pre-mixed drink. High Noon, which placed 11th in the poll, has partnered with Barstool Sports since 2020, which targets demographics aged 18 to 34. The 3-year-old vodka-based seltzer is now the largest spirits brand in the U.S., surpassing Tito’s Vodka, according to a recent report from liquor trade publication Shanken News Daily.

New Amsterdam, which came 16th place, partnered with mixed martial arts promotion organization the Ultimate Fighting Championship (UFC) in November to make its ready-to-drink canned vodka brand Wildcard the UFC's official vodka.     

PepsiCo’s Mtn Dew ranked 15th in the poll. It has continued its long association with gaming. Recent moves include sponsoring a national HBCU esports tournament in September with the aim of supporting Black gamers.

Cosmetics and clothing stores

L’Oréal, which came in eighth, “continues to try to engage Gen Z in the mediums on which they hang out,” said Johnson. This includes continuing to build its TikTok presence, according to Harris Poll, as well as exploring metaverse platforms by working with Paris Hilton on Roblox through its brand Urban Decay to celebrate Halloween. The brand also partnered with metaverse platform Ready Player Me in November to allow people to use its specific products to make up their avatars.

Gap, which came in 10th, gained publicity after its Yeezy partnership was terminated by Yeezy founder Ye (formerly Kanye) West in September. Gap later said it would take “immediate steps” to remove Yeezy gear from its stores in the wake of Ye’s antisemitic comments.