As the year has continued to be a guessing game of who will reign supreme amid an uncertain market, Generation Z research and strategy firm DCDX’s latest report looks at the top 50 “magnetic brands” of 2025. The company defines such brands as those that have the “power to attract conversation, measured through organic user-generated content (UGC) .” It looks at “brand magnetism” measurements by how much the brand is talked about and how often it is talked about online.

The top 50 brands have been given a “magnetic” score, out of 100, by examining their organic popularity (average weekly engagement of UGC over time) and consistency (variation in average weekly engagement of UGC over time) on three social media platforms: TikTok , Instagram and YouTube.

DCDX said that UGC has b

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