42% of Gen Z Say Product Improvements Boost Brand Image: Z-SOZOKEN Releases 'Brand Image Surge' Ranking Across 19 Categories

Z-SOZOKEN (Gen Z Creativity Research Institute), a think tank operated by the Gen Z-focused creative company Fiom LLC (Headquarters: Shibuya, Tokyo; Representative: Yohei Takeshita), has announced the results of its 'Gen Z Brand Image Surge Ranking.' The survey, which analyzed 300 Gen Z individuals (aged 18-24) nationwide, covered 19 categories including food, cosmetics, apparel, and entertainment.

In an era where social media presence can instantly dictate brand perception, marketing professionals are constantly struggling with how to increase engagement among Gen Z. However, superficial imitation of social media trends or the casual use of influencers does not always lead to deep trust or actual purchasing behavior.

Against this backdrop, Z-SOZOKEN conducted this survey to uncover insights into which brands have seen the most significant 'surge' in their image over the past year, and to understand the underlying psychology behind these shifts.

【Survey Summary】

■ Trend 1: 'Essential Product Improvement' Trumps 'Oshi' (Favorite Celebrity) Collaborations
The primary reason for a brand's image surge was 'significant improvement or high quality of the product/service itself' (42%), ranking well above 'collaborations with favorite celebrities/oshi' (17%). This highlights Gen Z's product-centric values. Furthermore, this positive sentiment directly correlates with actual purchasing (40%).

■ Trend 2: 'Swift and Sincere Response' to Controversies is Critical
81% of respondents stated that a 'swift and sincere apology/response' during a controversy is extremely important. Conversely, 'poor handling of scandals or controversies' was the second most common reason for a decline in brand image (32%).

■ Trend 3: 'Cringe' Social Media is Ignored; Transparency is Key
40% of respondents said they lose interest if a company's social media presence feels 'cringe' or 'outdated.' Additionally, the most trusted promotional approach is 'clearly stating that it is a PR/sponsored post' (41%), indicating a strong demand for transparency and objectivity.

【Overall Winner: Uniqlo】

Uniqlo ranked first overall as the brand that saw the biggest image surge, followed by Nintendo and GU, with major global Japanese companies dominating the top three.

【Survey Overview】

Survey Name: Gen Z Brand Image Surge Ranking
Target: Gen Z nationwide (18-24 years old)
Period: September 2025
Method: Internet-based questionnaire
Valid Responses: n=300
Analysis: Z-SOZOKEN (Fiom LLC)

For more details, including the full report (51 pages) covering all 19 categories and insights into brands that saw a decline, please visit the official website.