Brand discovery in 2025: How consumers find new brands and research products

Brand discovery has changed. Big time. Gone are the days when everyone found new products the same way. Today, Gen Alpha, millennials, Gen Z, Gen X, and baby boomers are all on the hunt for brands in different spots. From search engines and social media, to good old-fashioned word-of-mouth, being where your audience is has never been more important. Stay tuned as we share answers to:

• What is brand discovery, and why is it important? 
• How do consumers find brands and products?
• How does each generation find them?
• How do consumers research products and services?
• How can you use GWI data to power brand discovery?
• What can TikTok teach us about brand discovery?
• Brand discovery FAQs

Let’s dive into what it really takes to grab consumers’ attention in 2025.

What is brand discovery? 

Brand discovery is how consumers find and connect with new brands. It’s the starting point of the customer journey – where someone first comes into contact with a brand, and its products and services. 

Why is brand discovery important?

In a crowded market, standing out is no easy feat. Brand discovery is what turns heads and makes your brand memorable. It’s more than just visibility — it’s about sparking that “Oh, I’ve seen them before!” feeling. Strong brand discovery helps you build familiarity and trust, transforming first impressions into lasting connections that drive sales and boost revenue.

How do consumers find brands and products?

Let’s get straight to the details. Looking at insights from 2024, these are the top channels driving brand discovery today.

Search engines

A third of consumers (33%) find new brands and products through search engines. This highlights the importance of optimizing your online presence so potential customers can easily discover you with just a quick search.

Ads seen on TV

Another 33% of consumers discover brands through TV ads. While the digital landscape is growing, traditional media still plays a key role in reaching audiences.

Word-of-mouth recommendations from friends or family

With 30% of consumers discovering new brands through recommendations from friends or family, the impact of personal connections is clear. Brands can tap into this by encouraging satisfied customers to spread the word — offering incentives like referral discounts or loyalty points to turn positive experiences into powerful endorsements.

Ads seen on social media

30% of consumers find new brands through social media ads. Make your brand the one that stops the scroll — grab attention with sharp targeting and engaging content that stands out in busy feeds.

Brand/product websites

For 26% of consumers, brand and product discovery starts on official websites. From eye-catching design to captivating content, a strong website can be the difference between a quick browse and a new customer.

TV shows and films

Have you ever seen a product in a movie or TV show that caught your eye? So have 25% of consumers. These strategic placements can create a powerful connection with audiences, boosting brand awareness in an entertaining way.

Ads seen on websites

23% of consumers discover new brands through website ads. Banner ads and sponsored content can be effective for driving awareness, especially if you place them on the right sites. Retail media networks are also a growing opportunity, as brands can purchase ad space on popular retail websites to reach high-intent consumers who are already in a buying mindset.

Online retail websites

Our data shows online retail websites introduce 23% of consumers to new brands. By partnering with popular e-commerce platforms, you can broaden your reach and make it easier for consumers to discover your products.

Recommendations and comments on social media

You don’t have to invest in ads to win on social media; 23% of consumers discover brands through recommendations and comments on social platforms. Engaging with your audience and encouraging conversations can build your brand’s reputation and attract new fans.

Consumer review sites

Finally, 23% of consumers turn to review sites to discover new brands and products, showing just how much trust influences buying decisions. Positive reviews can make all the difference, so incentivizing happy customers to become brand ambassadors and share their experiences with others is a great way to boost brand awareness. 

So there you have it: search engines and TV ads reign supreme. But do these top spots shift when we look at generational habits? Let’s find out.

How does each generation find brands and products?

Every marketer knows you can’t target Gen Alpha in the same way you’d reach a baby boomer, and this is especially true when it comes to brand discovery. Here’s a breakdown of what captures attention and drives discovery across the different age groups. 

How do Gen Alpha discover brands?

Gen Alpha may be young, but they’re already savvy consumers, with social media playing a big role in how they find brands and products. Among kids aged 12-15 who use social platforms, 29% say they’re there to keep up with their favorite brands, 26% use it to discover things they want to buy, and 22% scroll for style inspiration. And this influence is only growing.

In Europe, the number of 12-15 year olds using social media to find products has spiked by 13% since 2021, while the number following brands has gone up 14%. Getting to grips with Gen Alpha’s unique characteristics is essential for reaching this youngest generation of consumers, and a strong social media presence is key for brands to stay visible and relevant.

How do Gen Z discover new brands and products?

It should come as no surprise that tech-native Gen Z primarily discover new brands through social media ads (32%), TV ads (28%), and search engines (28%). But what you might not know is 26% still rely on word-of-mouth recommendations from friends and family. It goes to show that, even for this tech-forward generation, trust and personal connections still carry a lot of weight.

But it’s not just the usual channels catching Gen Z’s attention — being digital-first, they’re especially responsive to ads in more immersive and interactive spaces. They’re 36% more likely than the average consumer to discover brands through ads in video games, 33% more likely to find them through vlogs, and 28% more likely to find them through ads in virtual spaces.

How do millennials discover products and new brands?

Millennials typically discover new brands and products via search engines (33%), social media ads (31%), and TV ads (31%). And as a generation that stands out for being confident using technology (46% of millennials say this), it makes sense that they show a unique affinity for social media updates directly from brands (11%  more than average), expert blog posts or reviews (11% more), and influencer endorsements (10% more).

So what does this mean for brands looking to engage millennials? It’s all about authenticity, relevance, and expertise. Millennials value brands that feel genuine and offer informed, trustworthy perspectives.

How do Gen X discover new brands?

Gen X know how to navigate both online and offline worlds when it comes to finding new brands. This generation, known for their brand loyalty, turn to search engines most often (37%), but they also catch TV ads (36%) and trust recommendations from friends (33%). 

What really sets them apart, though, is their appreciation for in-store experiences — things like promotions and product brochures are particularly influential. In fact, they’re 15% more likely than the average consumer to engage with promotions or displays in-store, and 14% more likely to discover brands through product brochures and catalogues.

How do baby boomers find new brands?

Looking at the characteristics of baby boomers, it’s clear much of today’s advertising misses the mark with this group. So, what does work?

For brand discovery, baby boomers gravitate toward familiar, trusted channels and traditional media. TV ads are their top source at 45%, followed closely by word-of-mouth recommendations from friends or family (39%), search engines (37%), and in-store promotions (31%). Print media is particularly influential for this generation — they’re 59% more likely than the average consumer to engage with newspaper or magazine articles, 48% more likely to notice print ads, and 37% more likely to pay attention to direct mail. 

How do consumers research products and services? 

After consumers discover your brand, the next step they’ll likely take is actually researching it. When consumers are actively looking for more information about brands, products, or services, these are the top online sources they use: 

But once again, age plays a huge part. When we segment this data by generation, some key differences come to light: 

• For Gen X and baby boomers, their top research channels are search engines (57%), followed by consumer reviews (41%), then social networks (39%) 
• While for Gen Z and millennials, social networks take the top spot (51%), followed by search engines (48%), then consumer reviews (36%)

These insights stress the need for brands to adapt their strategies to each age group’s preferences, making sure they share relevant info in the places each generation is most likely to see it.

How can you use GWI data to power brand discovery?

If you’ve made it this far, you already understand the value of knowing where and how different consumers find brands. A targeted brand discovery strategy isn’t just smart — it’s essential for connecting with your audience on a deeper level. Here’s how GWI can help you craft a winning brand discovery strategy:

Pinpoint the best channels

Where does each generation go to find new brands? Data from our consumer research platform takes the guesswork out of the equation, helping you find the sweet spots — from Gen Z’s favorite social platforms to boomers’ go-to magazines and TV shows. Get straight to the channels that make the most impact.

Understand what clicks with your audience 

Once you’ve nailed down your channel, choose a content format that’s instantly relevant. Our data helps you uncover the content that best appeals to different consumer groups – from Gen X’s preference for in-store displays, to Gen Z’s love of interactive ads. 

Create campaigns that hit home

Now you know your audience’s preferred channel content, it’s time to craft a campaign that speaks to each group in their language. Our insights let you shape messages that are tuned in and tailored, driving real engagement where it matters most.

Stay on top of what’s next

Trends change fast. Staying ahead of shifts in discovery habits is key to ensuring your brand’s exactly where people are looking. By tracking emerging channels and adapting your brand discovery strategy, you’ll reach audiences when and where it matters most, keeping your brand relevant and top of mind.

What can TikTok teach us about brand discovery?

Think TikTok’s just for entertainment? Think again. 

TikTok’s own data suggested a growing number of professional C-suite users on the platform, but they needed a third-party source to solidify this narrative. Enter GWI. With our audience insights, TikTok verified that 74% of C-suite execs in the UAE and Saudi Arabia were actively using the platform — not just for leisure, but increasingly for business.

Digging deeper, the team found these senior leaders were turning to the platform for networking, decision-making, and, here’s the big one – discovering new brands and products. This insight fundamentally challenged the traditional perception of TikTok as an entertainment space alone, proving it to be an emerging hub for brand discovery among high-level professionals.

With reliable third-party data to support their findings, TikTok could now position itself as a valuable channel for brands looking to reach influential decision-makers in the GCC.

Key takeaways 

In 2025, effective brand discovery means meeting consumers where they are – on the channels they trust most, with the type of content they value. With such varied generational preferences, a successful strategy has to be dynamic, adaptive, and data-led to capture attention and drive meaningful engagement. 

Ready to move beyond basic targeting and pinpoint your ideal audience with ads they can’t ignore? You need our media planning guide. 

Brand discovery FAQs

How do I improve my brand discovery strategy?

Focus on understanding your audience’s go-to channels, then create content that captures their attention. Track what’s working and keep up with shifting consumer trends to make sure your approach stays effective.

What channels should I focus on for brand discovery?

Channels vary by audience: search engines and TV are broad winners, social media resonates with younger audiences, and traditional media works well with older demographics. The key is to use the right consumer data to guide your choices.