Trending 🍕| Meet Adorkable Gen Z brands
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Gozney
Premium home and commercial stone bake ovens.
See more brands under cookware.
Ruby Love
Underwear, swimwear, loungewear, and activewear offers built-in leak-proof all day period protection that actually works. Black-founded.
See more brands under feminine products, intimates.
Little Sleepies
Buttery soft baby pajamas. Made of soft high-quality bamboo, great for eczema and soothing on sensitive skin.
See more brands under baby products.
CACTI
Agave spiked seltzer. Down to earth ingredients. Out of this world flavor.
See more brands under drinks for 21+.
Omsom
Meet your new pantry shortcut: Vietnamese, Filipino, and Thai starters crafted by iconic chefs. Omsom brings proud, loud Asian flavors to your fingertips.
See more brands under food items.
Category spotlight: Adorkables
Adorkables, a term coined by Ben Schott, are “a growing gang of disruptive brands that deftly target Gen Z with a jarring visual aesthetic and an authentic emotional appeal.” Some of the biggest Adorkable brands include:
Madhappy: Creating products and experiences to make the world a more optimistic place.
Frank Body: Natural skincare made from coffee to give you soft, glowing skin. No nasties, so you can be naughty. Wink.
Starface: Cruelty free and vegan hydrocolloid pimple patches.
NUGGS: Advanced soy protein technology that enables a hyper-realistic simulation of the texture and flavor of an animal-based nugget.
Doe: Handcrafted silk lashes meant for all-day comfort and wearable 15+ times with care.
Fun extras
By far, my favorite read in the marketing world this year has been Ben Schott’s “Generation Z, You’re Adorkable” Bloomberg article (I also loved this podcast interview with him). I think he does a fantastic job capturing the zeitgeist of Millennials vs. Gen Zs and how that translates into marketing:
Millennials
Preference: Aspirational, aesthetic branding
Visuals: ‘Bland’ — Minimalist, neat lines, pastel colors, san-serif fonts
Gen Z
Preference: Authentic, fun branding
Visuals: ‘Adorkable’ — Maximalist, visual chaos, jarring / bright colors, mismatched fonts
I can easily see some of the Adorkable brands riding the growth of the Gen Z demographic and TikTok to become the next DTC household names.
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