Do legacy brands still make Gen Z carts today

Gen Z wants uniqueness mass brands dont offers

Gen Z balances price and quality with options

Another key reason Gen Z rejects big brandsNow

Experience and personalization attract Gen Z

Legacy brands lag as loyalty fades fast today!

Does Gen Z really hate brands or just loyalty?

Is this a phase or a lasting cultural shift?

Why Gen Z trusts influencers not brands today!

Is Gen Z rejecting products lacking uniqueness

Does scale kill loyalty brands go mainstream?

What will Gen Z friendly brand look like 2026!

Conclusion

Credits

Generation Z has divorced legacy brands. From fashion to food, skincare to supplements, young Indians are abandoning household names for Instagram-born startups their parents have never heard of. Zara feels too expensive and repetitive. H&M lacks uniqueness. Traditional brands feel inauthentic and mass-produced. But this isn't about price alone. It's about trust, personalization, and meaning. In an era where identity is curated pixel by pixel on social media, GenZ needs brands that speak their language—brands with personality, rough edges, and values that align with their own. Brand consulting and founder of Think9 Consumer Technologies Santosh Desai, ET's Aanya Thakur and Tanishka Dubey as well as Valley's Shubh Agrawal tell host Anirban Chowdhury it’s a "fundamental structural shift"— a permanent rewiring of consumer behavior driven by technology, media fragmentation, and the democratization of distribution. Brand loyalty, he argues, was always just inertia. And that inertia is dead. Welcome to the post-loyalty economy.

You can follow Anirban Chowdhury on his social media: X and Linkedin

Check out other interesting episodes like: How Will a Volatile ₹ Impact You in 2026?, How Quick Commerce is Triggering a Health Crisis for Gen Z, India’s Labour Law Reboot, Viral to Valuation: Building Women’s Cricket as a Brand and much more.

Catch the latest episode of ‘The Morning Brief’ on The Economic Times Online, Spotify, Apple Podcasts, JioSaavn, Amazon Music and Youtube.

Generation Z has divorced legacy brands. From fashion to food, skincare to supplements, young Indians are abandoning household names for Instagram-born startups their parents have never heard of. Zara feels too expensive and repetitive. H&amp;M lacks uniqueness. Traditional brands feel inauthentic and mass-produced. But this isn't about price alone. It's about trust, personalization, and meaning. In an era where identity is curated pixel by pixel on social media, GenZ needs brands that speak their language&mdash;brands with personality, rough edges, and values that align with their own. Brand consulting and founder of Think9 Consumer Technologies Santosh Desai, ET's Aanya Thakur and Tanishka Dubey as well as Valley's Shubh Agrawal tell host Anirban Chowdhury it&rsquo;s a "fundamental structural shift"&mdash; a permanent rewiring of consumer behavior driven by technology, media fragmentation, and the democratization of distribution. Brand loyalty, he argues, was always just inertia. And that inertia is dead. Welcome to the post-loyalty economy. You can follow Anirban Chowdhury on his social media: <a href="https://twitter.com/AnirbanET">X</a> and <a href="https://www.linkedin.com/in/anirban-chowdhury-b5067219/">Linkedin </a>Check out other interesting episodes like: <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777?i=1000742733036">How Will a Volatile ₹ Impact You in 2026?</a>, <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777?i=1000740924439">How Quick Commerce is Triggering a Health Crisis for Gen Z</a>, <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777?i=1000738734300">India&rsquo;s Labour Law Reboot</a>, <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777?i=1000738205536">Viral to Valuation: Building Women&rsquo;s Cricket as a Brand</a> and <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777">much more</a>.
Catch the latest episode of &lsquo;The Morning Brief&rsquo; on <a href="https://economictimes.indiatimes.com/podcast?from=mdr">The Economic Times Online</a>,<a href="https://open.spotify.com/show/6PL5kfPbwURBEu6fHCVTOL?si=26ec0fbfa7134fea"> Spotify</a>, <a href="https://podcasts.apple.com/in/podcast/the-morning-brief/id1568661777">Apple Podcasts</a>, <a href="https://www.jiosaavn.com/shows/the-morning-brief/1/GNPiFQD2xpY_">JioSaavn</a>, <a href="https://music.amazon.in/podcasts/f378141f-9afb-495d-83da-9b08ec5047ac/the-morning-brief">Amazon Music</a> and <a href="https://www.youtube.com/@theetpodcasts">Youtube</a>.

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The Morning Brief

How Legacy Brands Lost GenZ

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