Basis Signals
Sneak peek: The Gen Z Brand Radar
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The first edition of Signals mapped the behavioral shifts reshaping Gen Z. This edition moves from behavior to brands.
Using Basis Ideas, we analyzed over 50 million Gen Z signals across social, search, and digital behavior to build the Gen Z Brand Radar, a ranking of the top 100 brands by cultural momentum across the US and UK.
This is not a popularity list. Brands are ranked on how Gen Z actually talks about them across six distinct conversation types, from credibility and peer recommendation to drops, self-expression, and real-world participation.
What the data reveals is striking. Brands with a fraction of the budget are outperforming household names. Entire categories, despite spending heavily on Gen Z, are virtually absent from cultural conversation. And brands dominating in one market can be invisible in another.
Where does your brand sit in that momentum right now?
Sign up for early access to the full Top 100, with US and UK rankings.
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