From logos to loyalty: How Gen Z is rewriting India’s brand playbook

Brand loyalty among young Indians is shifting away from traditional signals such as scale, legacy and celebrity power. The 2025 ET Snapchat Gen Z Index shows that emotional connection and relatability now play a stronger role in shaping brand preference. Young consumers respond to brands that feel authentic and connected to their everyday lives.

Powered by Kantar, the research suggests that Gen Z looks for brands that reflect their values and identity rather than those that rely on reputation alone. Brands that appear genuine and culturally relevant are more likely to attract attention from this group.

How the Gen Z Index Tracks Brand Affinity
The study evaluated brand affinity through several indicators, including brand consideration, advocacy, love, trend-setting ability and excitement. Researchers calculated an average score for each metric and combine them to form a composite brand index score that reflects overall consumer affinity.


The findings drew on multiple survey waves conducted in 2025 with Gen Z respondents across India. The index compares brands against the average score of their category to determine which ones generate stronger connection among young consumers.

Also Read| Why 'real' has become Gen Z’s most valuable currency

Relatability Beats Polished Advertising
One of the key patterns in the study was Gen Z’s preference for authenticity in brand communication. Many respondents trust recommendations that feel honest and lived-in rather than messages that resemble traditional advertising.

Young consumers also show greater trust in voices that look and speak like them. This emphasis on relatability has made creator-driven recommendations more influential than polished brand messaging. For many Gen Z buyers, credibility comes from believability rather than presentation.

Niche Brands Get a Fair Shot
The research indicated that Gen Z consumers are open to exploring smaller or lesser-known brands if those brands feel more aligned with their identity. Instead of automatically choosing well-known names, many prefer options that reflect personal meaning or individuality.

This shift means that mainstream visibility alone does not guarantee preference. Brands that connect with Gen Z’s lifestyle, interests or values may gain attention even without the scale of established players.

Nike Leads the Sportswear Conversation
In the apparel and sportswear category, Nike showed strong appeal among young men in the study. The brand is associated with cultural relevance and strong presence within youth style and sports culture.

Adidas continued to maintain steady recognition among Gen Z consumers. The brand is often seen as consistent and understated, which helps it retain a stable position within the category.

Also Read| Young India chooses steady money over risky trends

Beauty Brands That Remain Familiar
In personal care, Dove ranked strongly among women in terms of brand affinity. The brand’s position reflects its continued connection with young female consumers.

Other established names such as Lakmé, L’Oréal and Maybelline also remain widely recognised and trusted among this audience. These brands maintain familiarity while continuing to attract attention from younger consumers.

Entertainment Platforms Also Build Affinity
The study also highlighted the presence of digital entertainment brands such as JioHotstar among Gen Z audiences. Streaming platforms remain important cultural touchpoints for young consumers and compete for attention alongside consumer brands.

Their relevance among Gen Z reflects the role of digital content and online communities in shaping preferences and brand engagement.

Meaning Matters More Than the Logo
The study highlighted a broader shift in how Gen Z approaches purchasing decisions. Many respondents indicated that they do not buy products only because of brand names. Instead, they evaluate whether a brand feels meaningful and relevant to their lives.

This behaviour reflects a growing focus on personal connection and cultural alignment. When a brand feels relatable or reflective of their values, Gen Z consumers are more willing to support it.

Also Read| How Gen Z is changing shopping, careers and brand loyalty in India

The New Rule for Building Loyalty
For brands targeting young consumers in India, the findings point to a clear direction. Emotional relevance and authenticity have become essential factors in building long-term loyalty.

Companies that communicate in ways that feel genuine and culturally in tune with Gen Z are more likely to gain lasting engagement. As this generation continues to shape consumer trends, relatability and meaning may remain central to how brands compete for attention.

Read the full report here