The Morning Brief How Legacy Brands Lost GenZ
Jan 2, 2026
In a compelling discussion, Santosh Desai, brand consultant and founder of Think9, explores why Gen Z is leaving legacy brands behind. He highlights a shift towards authenticity and personalization, where young consumers reject corporate inauthenticity in favor of unique, relatable brands. Desai argues that brand loyalty was merely inertia, now disrupted by technology and media fragmentation. He defines what a Gen Z-friendly brand looks like: distinct personality, rough edges, and shared values—showcasing a fundamental change in consumer behavior.
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Gen Z Sees Legacy As Irrelevant
- Gen Z often doesn't see the point of established legacy brands and prefers newer names they discover online.
- Host Anirban Choudhury frames this as a generational disconnect where heritage feels obsolete.
Colleagues Prefer Instagram D2C Brands
- Young colleagues name D2C and Instagram brands like Last Night Jewellery, Conscious Chemist and XYXX as their preferred buys.
- They choose these for perceived uniqueness, quality and price over Zara or H&M.
Uniqueness Trumps Mass Production
- Uniqueness and personalization drive Gen Z away from mass-produced legacy brands like Zara and H&M.
- They value distinctiveness and refuse products that feel replicated for the masses.