APAC report: The Gen Z brand leaderboard

Who is winning Gen Z in APAC and why?

Gen Z is reshaping how brands are discovered, talked about, and trusted. From social commerce to value-driven decision making, this generation is setting new expectations for brands across APAC.

Our latest report, The Gen Z brand leaderboard, explores what drives Gen Z today and which brands are capturing their attention.

Powered by YouGov’s connected data and consumer research across Southeast Asia, the report uncovers the behaviours, attitudes and brand relationships shaping the next generation of consumers.

Trust is a key differentiator. Almost 9 in10 Gen Z say they have stopped buying from a brand after losing trust, highlighting how quickly loyalty can be lost and how important authenticity and transparency are for brands hoping to stay relevant.

Inside the report

Decoding Gen Z: Five insights that define the generation

Gen Z consumers are navigating a fast-paced, highly connected world. This section explores five key insights shaping their mindset and behaviours, from rising anxiety and the pursuit of financial security to “little treat” culture and their appetite for discovering new brands.

The Gen Z brand leaderboard

Which brands are winning with Gen Z today?

Using YouGov BrandIndex, we reveal the brands most used and purchased by Gen Z in Singapore, Indonesia and Thailand, as well as the brands gaining momentum in consideration among this audience.

How brands can win Gen Z in 2026

For Gen Z, visibility alone is not enough.

This section explores how brands can build stronger relationships with Gen Z by showing up on the right platforms, earning trust, and aligning with the values that matter most to this generation.

Deep dives: Samsung and Singlife

What does success with Gen Z look like in practice?

We take a closer look at how Samsung and Singlife captured Gen Z attention, from relatable content and real-time engagement to local storytelling and brand experiences that resonate with younger audiences.