Research: Gen Z's top 12 favorite brands in 2026

Many brands want to win Gen Z's brand loyalty. Unfortunately, it's not easy. An article from Inc, for example, points out that simply spending money on Gen Z advertising won't result to loyalty. To earn the hearts and minds of Gen Z requires creating a meaningful relationship with these consumers. 

But it's not all bad news for brands. Several research studies, including ones from CivicScience and Net Conversion, show that perhaps Gen Z are more capable of being loyal than we think.

Our research at Rival Technologies validates this: In a survey of 903 consumers between the age of 18 and 29 in Canada and US found that 65% of Gen Z stick with a brand they like rather than switch even if a cheaper alternative comes along. The study uses our conversational research platform, which engages participants in a chat-like experience and delivers up to 8x deeper insights. 

In our study, we asked Gen Z consumers to tell us which brands they feel loyal to and why. It's an unprompted open-end question, using Smart AI Probe to get participants to share a bit more. Our goal was to find out which brands Gen Zs love the most in 2026 and, perhaps more importantly, what those companies are doing well that others might learn from. 

As we shared in a previous article,the brands that resonate with Gen Z in 2026 are the ones that nail the fundamentals: reliability, quality, value, and the sense that they simply work. Even the values-driven picks are anchored to a product that delivers first. 

Brand loyalty: Gen Z's favorite brands in 2026 

Based on the number of mentions in our study, here are the brands that Gen Zs are most loyal to in 2026. We added some quotes that speak to why Gen Zs love these brands. 

Interestingly, the number of mentions for the top 3 Gen Z brands easily outnumber the number of mentions of the next 7 brands combined. 

One note: Costco and its private-label brand Kirkland are combined, since Kirkland is sold only at Costco and a Kirkland loyalist is by definition a Costco member.

1. Apple (46 mentions)

Apple's loyalty is built on reliability and an ecosystem so seamless that leaving feels like more trouble than it's worth.

"Apple. The sheer reliability and durability. They last for years without slowing down, and the seamless ecosystem makes daily tasks smooth and hassle-free." — He/him, US, 21–24

2. Nike (45 mentions)

Nike wins on consistency. Gen Z trust it to deliver quality and comfort every time.

"I trust Nike because of its consistent product quality, innovation, and durability. Their products deliver on what they promise." — He/him, US, 21–24

3. Costco / Kirkland (32 mentions)

Honestly this one surprised me a bit. But our report suggests that the Costco family earns loyalty through unbeatable value, plus a reputation for treating employees and customers well.

"Costco. They provide good products and good service, and treat their employees well." — He/him, US, 25–29

"I'm loyal to Kirkland because the value for the price is unbelievable." — He/him, Canada, 25–29

4. Adidas (18 mentions)

Strong sales, solid quality, and a rewards program Gen Z rate above the competition.

"Adidas always has strong sales and great quality. Their rewards program for earning points is better than their competitors'." — He/him, US, 25–29

5. Samsung (16 mentions)

Samsung is the deliberate non-Apple choice, loved for durability and the freedom of its Android ecosystem.

"I recommend Samsung because it delivers high quality. My loyalty was strengthened when I dropped my phone and it kept working perfectly, with only minor cosmetic damage." — He/him, US, 21–24

6. Amazon (13 mentions)

Selection, speed, and a returns policy that removes all the risk from buying.

"I trust Amazon because it consistently offers a wide selection, competitive prices, fast delivery, and a reliable return policy." — He/him, US, 25–29

7. Lululemon (13 mentions)

Quality and longevity that Gen Z feel justify the premium price.

"I recommend Lululemon because they have great quality. Their clothes and accessories are very good and long-lasting." — She/her, Canada, 21–24

8. CeraVe (12 mentions)

Another one that I thought was surprising. A skincare staple that works, consistently, at a fair price.

"CeraVe is the first and only face wash I use. It's never caused pimples and I like the way my skin feels." — She/her, US, 21–24

Tied for 9th (9 mentions each)

Four brands tied for ninth place, each named by nine participants.

9. Starbucks

The rewards program, endless customization, and the coffee-shop atmosphere keep Gen Z coming back.

"Starbucks, because of its extensive rewards program and product customization." — He/him, US, 21–24

9. Uniqlo

Quality basics at an affordable price, consistent season after season.

"I recommend Uniqlo because their products are high quality, long lasting, and inexpensive." — He/him, Canada, 21–24

9. Dove

A quiet favorite, loved for doing one thing well, gently and reliably, for years.

"I would recommend Dove without hesitation because it is simple, unchanged, and timeless." — He/him, Canada, 25–29

9. Walmart

Low prices and the Great Value private label that Gen Z say rivals the name brands.

"I recommend the Walmart brand because it offers great value, is almost always good quality, and is usually the cheapest option." — She/her, US, 21–24

 

What Gen Z's favorite brands say about loyalty in 2026

It's striking that while these brands are well known and respected, they're not necessarily winning based on hype, purpose messaging, or influencer campaigns. They win on the basics done exceptionally well: durability, consistency, fair value, and standout service.

That tracks with what Gen Z told us drives loyalty overall. When asked what keeps them coming back to a brand, price and value (82%) and product quality (80%) far outranked everything else, while influencer recommendations came in dead last at 9%.

There's also a concentration effect worth noting. Apple, Nike, and the Costco family tower over the rest, each named more than twice as often as the number-four brand. When Gen Z loyalty does form, it tends to consolidate around a small number of names that have earned deep trust.

The lesson for brands hoping to make a list like this someday is refreshingly old-fashioned: be reliable, be worth the money, and treat people well. Do that consistently, and even the generation everyone calls disloyal will stick around.

This research is also a reminder that to win long-term loyalty, brands need to listen to Gen Z. The attitudes, emotions and motivations of these young consumers are constantly changing based on their lifestage and the cultural and macroeconomic context. Whether its through insight communities, syndicated research, or standalone, agile surveys, you need to listen. Partnering with a research firm specializing on Gen Z could help as well.

If keeping up with Gen Z is something you're thinking about, check out Emerging Consumer Index, a syndicated research from our team. It provides fresh data on what these young consumers are thinking about and what drives their motivations, emotions and behaviors.