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.