42% of Gen Z Say Product Improvement Skyrockets Brand Image. Comprehensive Survey of 19 Categories Including Food and Cosmetics by Z-SOZOKEN.
Z-SOZOKEN, a think tank by youth creative agency Fiom LLC, released a survey of 300 Gen Z consumers showing that 'fundamental product improvement' (42%) far outranks 'influencer collaborations' (17%) in boosting brand image. Uniqlo took the top spot overall.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 19:00
- 🔍 Collected: March 30, 2026 at 22:56 (3h 56m after Published)
- 🤖 AI Analyzed: April 22, 2026 at 05:39 (534h 43m after Collected)
Z-SOZOKEN (Generation Z Creativity Research Institute), a think tank operated by Gen Z creative company Fiom LLC (Headquarters: Shibuya-ku, Tokyo; Representative Partner: Yohei Takeshita) where Gen Z individuals themselves analyze realities and values, has announced the results of the 'Brand Ranking Where Gen Z's Image Skyrocketed'. The survey targeted 300 Gen Z individuals (ages 18-24) nationwide across 19 categories, including food, cosmetics, apparel, and entertainment.
In recent years, in an era where social media posts instantly dictate brand image, corporate marketers are constantly struggling with 'how to increase engagement with Generation Z'.
However, there are scattered cases where superficial imitation of social media trends or the easy use of influencers and celebrities do not necessarily lead to deep trust in the brand or purchasing behavior.
Given this background, Z-SOZOKEN, a research institute specializing in Generation Z that discovers and explores new insights through the perspective of Gen Z individuals themselves, conducted this survey. The aim was to thoroughly investigate the brands whose image 'skyrocketed' (improved significantly) among Gen Z over the past year across 19 categories, and to uncover the reasons and deep psychology behind it.
## [Survey Results Summary]
**Trend 1: The reason for skyrocketing image is 'fundamental product improvement' rather than 'Oshi' (favorite influencers/idols)**
The overwhelming number one reason a brand's image 'skyrocketed' was 'the product or service itself was significantly improved / was very good' (42%). This greatly surpassed 'collaboration with a favorite celebrity or Oshi' (17%), highlighting Gen Z's product essentialism. Furthermore, this increase in favorable impression directly leads to 'actual purchasing' (40%).
**Trend 2: 'Prompt and sincere response' during a controversy decides a brand's fate**
When it comes to skyrocketing a brand's image, 81% (51% very important, 30% somewhat important) answered that 'prompt and sincere apology and response in the event of a controversy' is extremely important. Conversely, the second most common reason for a dropped image was 'controversy or scandal, and poor response afterward' (32%).
**Trend 3: 'Uncool social media' is quietly abandoned; the key is sincerity in disclosing PR**
If a company's social media presentation feels 'uncool' or 'outdated in its values', 40% answered that they 'lose a little interest'. Also, the promotional stance felt to be the most 'sincere' was 'clearly stating that it is a PR project without hiding it' (41%), taking first place, showing a strong demand for transparency and objectivity.
## [Uniqlo takes overall top spot! Deep psychology and behavioral change behind skyrocketed images]
In recent years, in an era where social media posts instantly dictate brand image, corporate marketers are constantly struggling with 'how to increase engagement with Generation Z'.
However, there are scattered cases where superficial imitation of social media trends or the easy use of influencers and celebrities do not necessarily lead to deep trust in the brand or purchasing behavior.
Given this background, Z-SOZOKEN, a research institute specializing in Generation Z that discovers and explores new insights through the perspective of Gen Z individuals themselves, conducted this survey. The aim was to thoroughly investigate the brands whose image 'skyrocketed' (improved significantly) among Gen Z over the past year across 19 categories, and to uncover the reasons and deep psychology behind it.
## [Survey Results Summary]
**Trend 1: The reason for skyrocketing image is 'fundamental product improvement' rather than 'Oshi' (favorite influencers/idols)**
The overwhelming number one reason a brand's image 'skyrocketed' was 'the product or service itself was significantly improved / was very good' (42%). This greatly surpassed 'collaboration with a favorite celebrity or Oshi' (17%), highlighting Gen Z's product essentialism. Furthermore, this increase in favorable impression directly leads to 'actual purchasing' (40%).
**Trend 2: 'Prompt and sincere response' during a controversy decides a brand's fate**
When it comes to skyrocketing a brand's image, 81% (51% very important, 30% somewhat important) answered that 'prompt and sincere apology and response in the event of a controversy' is extremely important. Conversely, the second most common reason for a dropped image was 'controversy or scandal, and poor response afterward' (32%).
**Trend 3: 'Uncool social media' is quietly abandoned; the key is sincerity in disclosing PR**
If a company's social media presentation feels 'uncool' or 'outdated in its values', 40% answered that they 'lose a little interest'. Also, the promotional stance felt to be the most 'sincere' was 'clearly stating that it is a PR project without hiding it' (41%), taking first place, showing a strong demand for transparency and objectivity.
## [Uniqlo takes overall top spot! Deep psychology and behavioral change behind skyrocketed images]