How do brands bridge the generation divide?

Fill out the form below or contact us at [email protected] to access your copy of this year’s exclusive research as presented at the 2019 Brand Alpha event.


Our culture is shaped by a timeless tug of war between generations, each forming their own values and priorities in life, informed by personal experience.

Three headstrong generations make up 75% of New Zealand’s population today:

  • The post-war Boomers now in or near retirement
  • The Boomer’s offspring, labelled the restless Gen X
  • And the latest cohort to reach adulthood in 21st Century, the Millennials


The Brand Alpha 2019 study seeks the opinion of New Zealand consumers on brands and how they measure against four key drivers of authenticity: visibility, value, vitality and virtue.

The most recent wave was focused on how brands resonate across New Zealand’s Millenial, Gen X, and Baby Boomer generations. It posed the question as to which local and international brands these consumers consider to be the most authentic.

Our 2019 Brand Alpha study explores the strengths and weaknesses of 56 iconic brands through a generational lens, to identify a handful that manage to transcend the generations, and how they manage to do it.


New Zealand’s most authentic brands according to Brand Alpha

  1. Ecostore
  2. Lime
  3. Icebreaker
  4. IKEA
  5. Lewis Road Creamery
  6. Tesla
  7. Whittaker’s
  8. Air New Zealand
  9. Uber
  10. All Blacks