When it comes to Gen Z, the youthful cohort can spot a phony from miles away. Brands that want to appeal to this generation need a firm knowledge of cultural fluency.
“Cultural fluency means a brand doesn’t just speak at consumers, it speaks their language, lives in their world and understands the context that shapes their choices,” Lisa Corry-Godby, senior director of integrated communications at quench, told The Food Institute.
“It’s more than keeping up with trends; it’s about showing genuine awareness of the values, communities and conversations that matter most to your audience.”
Recently, Collage compiled a list of the top brands that resonate with Gen Z by ranking their Brand Cultural Fluency Quotient (B-CFQ) Score. Food brands among the top 20 included Oreo (which took top spot overall), Pringles, Doritos, Reese’s, Hershey’s Kisses, Sour Patch Kids, Cheetos, KIT KAT, and Lay’s.
What the report found, above all else, was that Gen Z values brands that reflect its multifaceted identities, engage authentically with their cultural moments, and address both the joys and challenges of the generation.
Gen Zers appreciate brands that let them shape culture, not just consume it.
Co-creating products, content, and experiences with the youthful voices and values builds authenticity, deeper engagement, and lasting loyalty.
Cultural Fluency is Key with Gen Z
Gen Z lives online; these young consumers are culturally literate, discerning, and skeptical of anything that feels performative, Jalila Singerff, PR lead at Jive PR+Digital, told FI.
“They crave authenticity, whether that’s through sustainability, social justice, or real community engagement. Brands that get it – and show they mean it – earn deep loyalty. That’s cultural fluency in action,” Singerff said.
What makes Gen-Z so unique? They want to distinguish themselves, yes, but that’s not unique to this generation, Melinda Deines, Director of Strategy at SLD – Shikatani Lacroix Design, said. What’s unique is how diverse these young adults are, not just in ethnicity or sexuality, but in their interests. Gen Zers are also unique in how much media they consume.
“It’s unprecedented. It’s fast, it’s all over the map, it can seem like chaos,” Deines said. “Not only are they highly tech-fluent, they’re also much more literate as consumers. So, you have a sophisticated audience that splinters into a lot of different sub-groups, each one moving at lightning speed. That’s hard to keep up with.”
Embracing Inclusive Strategies is Imperative
Gen Z expects brands to mirror their multifaceted identities, participate in their cultural moments, and give them a voice in shaping culture, said Jack Mackinnon, senior director, cultural insights at Collage Group.
“As the most diverse generation in U.S. history, they are redefining consumer expectations beyond transactional loyalty. Brands that embrace inclusive, participatory strategies unlock Gen Z’s advocacy, deeper emotional connection, and enduring Brand Love,” he says.
As the top brand overall, Oreo, by all accounts, gets it. Oreo resonates with Gen Z because it has mastered the art of being playful and culturally plugged-in, said Corry-Godby.
“Their social media strategy feels less like a brand talking at you and more like a friend jumping into the conversation,” Corry-Godby tells The Food Institute.
“Whether it’s remixing memes, jumping on TikTok trends or sparking debates about ‘the right way to eat an OREO,’ they know how to meet Gen Z where they already are,” Corry-Godby said. “That mix of timeless product and modern voice is what keeps the brand fresh and appealing to a generation that values both authenticity and fun.”
Gen Z Wants to Feel ‘Seen’
According to Collage’s findings, Doritos is also a standout brand in Gen Zers’ eyes. According to Deines, the tortilla chip brand’s success comes from engaging with Gen Z in a partnership.”A great example is the Silent Doritos AI tool, designed to remove the crunch sound from gamer headsets, allowing you to eat Doritos while gaming without annoying your friends by munching in their ears,” Deines noted. “This campaign recognizes an experience that could only be understood by people who live it. It’s a funny, almost absurdly specific use of technology, something only Gen Z could come up with.”
Nerds candy has found success by celebrating quirky, diverse personalities in a way that makes every Gen Zer feel seen, Mackinnon noted. The brand relieves Gen Z’s pressured realities by offering joy, fun, and escapism through colorful products and branding. Nerds offers candy with gaming, fandoms, and creative digital experiences tied to it – all keys to connecting to an influential, up-and-coming generation of consumers.
The Food Institute Podcast
How will the One Big Beautiful Bill Act (OBBBA) impact your food business? Unraveling the implications of new legislation is never easy, but Patrick O’Reilly and Jeff Pera of CBIZ explain how provisions of the bill related to no tax on tips, depreciation and expensing of capital purchases, and research and development will impact the industry.
