Rising from the Ashes: The Brands that Won and Lost

Youth Thinking | 05 Oct 2021


The pandemic has bought about tough times for brands. Marketers faced the challenge of  adapting to a changing world, or else they risked being left behind. In our new webinar we share insights on the brands that Gen Z love from the past 18 months and the campaigns that hit (and missed) the mark with young people.

Most brands responded to the global crisis, but not all did so successfully. In our webinar we share case examples of the content that stood out to Gen Z - for the right and wrong reasons. 

Watch the webinar

In this recorded webinar, we share insights on the brands that Gen Z love from the past 18 months and the brands that have been left behind. 

We reveal:

  • What stood out to young people over the past 18 months
  • Gen Z's most loved ad campaigns (and the most controversial)
  • Gen Z's stand out moments and viral campaigns during the pandemic

Watch the webinar


1. Authenticity & Social Conscience

To grow brand love with young consumers, you must be authentic and have a social conscience. This was an emerging theme prior to Covid-19 hitting, but one which was accelerated throughout the crisis.

Brands came under fire for putting business before health. Young people are savvy and were quick to spot the brands who did this... and they were not afraid to call them out for it.

  • 40% of Gen Z have said that they have boycotted a brand.

Acting ethically and being genuinely kind is essential to winning over young audiences. In the webinar we reveal which brand attempted - and failed - to win over their audience.  

2. Affiliate Marketing

Marketing was forced to change in lockdown and partnerships became important. Affiliation helps brands connect with communities that share their values, but it's the unlikely couplings that Gen Z loves the most...

According to our Culture Lists webinars (a feature of State of the Youth Nation) Gen Z's favourite campaign was the Snoop Dogg x Just Eat collab. Just Eat has reported a 54% increase in sales since the campaign launched. Watch the full webinar to find out why it was so successful.

3. Be where they are

The most successful brands are the ones that position themselves on the platforms Gen Z use. 

  • Only 8% of 16-24s weren't playing video games during the pandemic - 12.3million gamers tuned in to watch Travis Scott's gig in Fortnite.
  • Tikok was downloaded 2billion times in lockdown and now has a net worth of $50billion

If gaming and TikTok isn't already part of your marketing strategy, it should be.

Rising from the ashes blog

State of the Youth Nation

Many of the topics discussed in this webinar were informed by our Gen Z insight tracker State of the Youth Nation - the UK's most up-to-date and comprehensive source of trend data around 16-24s. 

Members of the dashboard have access to 700+ questions that uncover what young people care about, where they're headed and their digital worlds; allowing companies to find out what they need to know without commissioning additional research.

Click below to preview the data we have that will change your business.

State of the Youth Nation

About us

No other research agency knows more about Gen Z and Millennials. Our bespoke research is informed by our tracking products, which provides brands and universities with instant access to leading trend data on youth culture.

Market Research for Brands


Previous Post Next Post


Keep up with the youth

Sign up to our newsletter for the latest insights in your sector

Sign me up

close button

Sign me up for up for exclusive insights

We'll only use your personal information to provide you our insight articles. We'll only contact you via email and you may unsubscribe at any time.