YOUTUBE CROWNED GEN Z’S FAVOURITE BRAND AS COST-OF-LIVING PRESSURES BITE

YouTube has been named the most popular brand among young Australians, with 90% of Gen Zs saying they like or love it, according to YouthInsight’s Australia’s Top 100 Youth Brands Report 2025.

The research, conducted with more than 1,000 Australians aged 14 to 24, found that cost-of-living pressures are reshaping the way young people engage with brands. Affordable retailers and value-driven names are climbing the ranks, pushing out some traditional favourites.

Spotify (84%), Kmart (83%), Google (82%), Netflix (81%), Officeworks (80%), Instagram (80%), JB Hi-Fi (80%) and Aldi (79%) rounded out the top 10 behind YouTube.

Seven of the top 10 were global names, with Kmart, Officeworks and JB Hi-Fi the only Australian entrants.

Across the full 100, Kmart led the local charge, followed by Officeworks, JB Hi-Fi, Chemist Warehouse, Woolworths, Coles, Big W, Bunnings Warehouse, Canva and Boost Juice.

Financial strain has clearly influenced brand preferences. Aldi overtook Woolworths and Coles to become the most popular supermarket, while Kmart replaced Woolworths as the top retail brand. In fast food, KFC (73%) edged out McDonald’s (70%) on value, while Uniqlo (69%) pipped Cotton On (68%) in clothing.

Technology brands also shifted. ChatGPT (72%) surged past TikTok, Messenger, Snapchat, Discord, Facebook, and X, reflecting its popularity among Gen Z for study, work, and everyday life.

Canva (70%) leapfrogged Adobe (50%) thanks to its user-friendly creative tools, while Duolingo cracked the top 10 app brands amid a boom in gamified language learning.

In the health and beauty sector, Nivea (68%) surpassed Dove (65%) as the most popular brand, with value again driving the shift.

Student Edge co-founder Damien Langley said: “YouTube remains Gen Z’s most loved brand with nine in ten saying they like or love it, especially for its deep roots in youth culture and offering high-quality content. Overall, much of the brand love reflects the times in which we live.

Economic pressures have made affordability a higher priority for many young people. As a result, brands like KFC and Aldi have overtaken their main rivals by helping young people navigate these difficult,

high-cost-of-living times.

Australian success stories include Kmart, which has emerged as the favourite Australian brand of Gen Zs, as it helps them get new clothes and furnish their rentals without breaking the bank.

Canva, too, is another local brand which is up there in favourability above many of the biggest names in global tech, as it helps young people unleash their creativity in a fun and easy way.”

The report is YouthInsight’s fourth edition and comes shortly after Student Edge was acquired by Year13, a move aimed at strengthening its research and insights capabilities and expanding its operations in Australia and the US.