Z-SOZOKEN (Gen Z Creativity Research Institute) is a think tank operated by Fiom LLC, a creative company targeting Gen Z. It is composed of Gen Z individuals who analyze their own realities and values.

What was the main purpose of this survey?

The survey aimed to identify brands whose image significantly improved among Gen Z over the past year across 19 categories, and to understand the underlying reasons and psychology behind this shift.

What was the primary driver for Gen Z's improved brand perception?

The most significant reason was fundamental improvements or high quality of the product or service itself (42%), which was more influential than collaborations with celebrities or 'oshi' (17%).

How important is a brand's response to scandals for Gen Z?

A prompt and sincere apology and response during a scandal was deemed extremely important by 81% of Gen Z respondents. Poor handling of scandals was also a major reason for image decline.

What kind of social media presence do Gen Z prefer from brands?

Gen Z prefers brands that are transparent about sponsored content ('PR案件であることを隠さずに明記している'). They tend to lose interest if a brand's social media presence is perceived as 'uncool' or 'outdated'.

42% of Gen Z Say Product Improvements Significantly Boost Brand Image. Z-SOZOKEN Announces Ranking of Brands Whose Image Skyrocketed Among Gen Z, Thoroughly Investigating 19 Categories Including Food and Cosmetics.

Published Mar 30, 2026 7:00 PM ・ Updated Jun 2, 2026 1:01 PM ・ 6 min read ・ Source: PR TIMES

Z-SOZOKEN releases a ranking of brands whose image has significantly improved among Gen Z.

Fiom LLC (Headquarters: Shibuya-ku, Tokyo; Representative: Yohei Takeshita), a creative company targeting Gen Z, operates the think tank "Z-SOZOKEN (Gen Z Creativity Research Institute)" where Gen Z individuals analyze their own realities and values. Z-SOZOKEN has announced the results of its "Ranking of Brands Whose Image Skyrocketed Among Gen Z" survey, conducted among 300 Gen Z individuals (ages 18-24) nationwide, covering 19 categories including food, cosmetics, apparel, and entertainment.

In recent years, where social media posts can instantly influence brand image, marketing professionals are constantly grappling with "how to increase Gen Z engagement."

However, simply imitating superficial social media trends or casually employing influencers and celebrities does not always lead to deep trust in the brand or drive purchasing behavior.

Against this backdrop, Z-SOZOKEN, a research institution specializing in Gen Z that uncovers and explores new insights through analysis from a Gen Z perspective, conducted this survey to thoroughly investigate which brands saw the most significant "skyrocketing" (great improvement) in their image among Gen Z over the past year, across all 19 categories, and to understand the reasons and underlying psychology.

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【Survey Results Summary】

Trend 1: The Reason for Skyrocketing Image is "Fundamental Product Improvement" Over "Oshi" (Favorite Idol/Character) The overwhelming top reason for a brand's image "skyrocketing" was "the product or service itself was significantly improved/very good" (42%). This far surpassed "collaboration with a favorite celebrity or 'oshi'" (17%), highlighting Gen Z's focus on product fundamentals. Furthermore, improved favorability directly leads to "actual purchases" (40%).

Trend 2: "Prompt and Sincere Response" During Scandals Determines Brand Fate Regarding factors that significantly boost a brand's image, 81% (51% extremely important, 30% somewhat important) responded that "a prompt and sincere apology and response during a scandal" is extremely important. Conversely, the second reason for a decline in brand image was "scandals, misconduct, and poor subsequent handling" (32%).

Trend 3: "Uncool SNS" Leads to Quiet Unfollowing, and Transparency in PR is Key When a company's social media presentation is perceived as "uncool" or "outdated in values," 40% responded that their interest "slightly wanes." Additionally, the promotional approach perceived as most "sincere" was "clearly disclosing sponsored content without hiding it" (41%), indicating a strong demand for transparency and objectivity.

【Overall Top Brand is "Uniqlo"! The Underlying Psychology and Behavioral Changes Behind Skyrocketing Image】

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Source: PR TIMES
Category: News

42% of Gen Z Say Product Improvements Significantly Boost Brand Image. Z-SOZOKEN Announces Ranking of Brands Whose Image Skyrocketed Among Gen Z, Thoroughly Investigating 19 Categories Including Food and Cosmetics.

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