What makes one brand special? A recent report called the Magnetic 50 for 2025 from dcdx dives into this question, especially focusing on Gen Z consumers. The brands are measured by how well they engage through user-generated content (UGC).
UGC plays a huge role in attracting consumers. In fact, 70% of Gen Z says it helps them during their purchasing decisions. Even 60% of all consumers find UGC to be the most authentic advertising. Interestingly, the top nine brands generated over half of all UGC engagement, totaling 133 billion interactions last year.
According to the report, “Brands that invest in understanding their audience thrive. They build communities and engage with fans. This interaction boosts their market position.” So, how are brands measuring up?
Some notable brands like Taco Bell, KFC, and Starbucks made the list, but none broke into the top ten. The report named Disney as the most “magnetic” brand. However, some brands are slipping. For instance, Oreo had a -13.8% drop in engagement recently.
Pija Ona Indriunaite, a brand director at Omnisend, offers insight into this trend. She mentions that many well-known brands were good at catching the attention of millennials but now struggle with Gen Z’s need for authenticity. “These brands might do well on platforms like X, but they lack a unique voice,” she explains.
“Gen Z cares about sustainability, ethics, and corporate responsibility. They see attempts to connect as performative,” Ona Indriunaite adds.
This generation is skeptical of big corporations. Brands must listen to their consumers and evolve. The ones that succeed will engage authentically, making their marketing effective through positive word-of-mouth and UGC.
As we look ahead, these insights remind us that brands need to adapt. Connecting with the audience isn’t just about catchy ads; it’s about real conversations and meaningful relationships.
