The "Zero Hate" Club: The secret to Gen Z marketing and brand love in 2026

2026 is fast approaching, and as young consumers will head into their "new year, new me" resolutions, their priorities will change. It's now more important than ever for marketers to understand what makes the next generation, Gen Zalpha, love, dislike, or become loyal to a brand.

Our latest research, the PION100 US Report, has identified an elite group of brands doing the impossible.

Meet the Zero Hate Club.

Brands like Nike, Amazon, Cash App, Subway, and PayPal have achieved something remarkable: virtually zero negative sentiment from young consumers.

As you finalize your 2026 strategy, understanding how these industry giants balance cultural edge with mass-market utility is the key to mastering young customer acquisition.

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What is the Zero Hate Club?

The PION100 ranks brand performance based on a study of 2,000 US consumers(aged 16-24, assessing how they feel about over 700 brands (Love, Like, Indifferent, Dislike, Hate). 

While most brands see a mix of "Love" and "Hate," members of the Zero Hate Club achieved high positive affinity without the usual polarizing backlash.

These brands prove that youth loyalty and love isn't really about being the loudest voice in the room, it’s about being the most reliable.

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3 lessons in customer acquisition from the Zero Hate Club

1. Master your core function first

The common thread among Zero Hate brands is functional excellence. PayPal and Cash App (ranked #10 and #8 respectively) prove that utility can inspire love. Gen Z doesn't view these as "boring" utilities; they see them as lifestyle enablers that solve real problems for them.

Before chasing the latest TikTok trend, ensure your digital checkout and mobile UX are frictionless. For Gen Z, "it works so well" is a prerequisite for "I love this brand."

2. Accessibility trumps exclusivity

While previous generations were moved by aspirational, "gatekept" luxury, Gen Z rewards inclusive aspiration. Walmart (#5) and Subway (#9) thrive because they are honest, accessible, and reliable. They don't try to be "cool.” They focus on being useful first.

In your Q1 strategy, your messaging should not be creating any barriers. Inclusive brands that remain accessible across budget-conscious consumers build much stronger emotional connections.

3. Digital presence must feel "native"

Nike (Gen Zalpha’s #1 brand!) wins because its cultural presence never feels forced. Whether it’s signing rising stars like Caitlin Clark or dominating social feeds with the return of the iconic Cortez shoe, their engagement feels organic. They meet young consumers where they already live, while staying on brand and not trying too hard.

Audit your social content. If it doesn't look like it belongs in a creator's feed, it will be filtered out by Gen Z's "8-second filter" for value.

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Why "Love" isn't enough: The power of deal-seeking

Even the most loved brands in our Zero Hate Club are subject to the strategic savvy of Gen Z. Our research shows that 83% of young people have positive feelings toward brands, but 74% describe themselves as careful budgeters.

That’s because they love brands, but they can’t afford to spend on them as they would like to.

For these consumers, a discount is a bridge to a relationship.

• 47% use student discount cards.
• 51% use discount/cashback apps.
• High-usage rates of these tools combined with high brand love suggests that gated offers actually deepen engagement rather than devaluing the brand.

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Elevate your 2026 Q1 strategy

Winning with Gen Z in 2025 requires a shift from "flashy innovation" to practical excellence. The brands that earn respect are those that provide genuine value and respect the intelligence of their audience.

Our full PION100 US Report contains deep dives into 13 sectors (including Fashion, Tech, and Food & Drink) with granular data on spending personas and the "Love to Spend" hierarchy.

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