America's Hottest Brands 2023

Gen Z is the driving force behind several trends—middle parts, TikTok videos and influencer marketing are just a few. Yet one thing the cohort is especially good at is attracting new popularity to established brands. That skill is evident in Ad Age’s 2023 list of America’s Hottest Brands, an annual feature including 20 products, people and services. Nearly half of the marketers on the list were founded prior to 2000, but have found newfound fame and virality thanks to the attention of a generation that largely wasn’t yet born when the brands began.