Gen Z founders (born 1997-2012) launch 43% of UK startups in 2026. Their naming preferences differ completely from millennials. Lowercase branding, consonant-only names, and anti-corporate aesthetics define the new wave.
Lowercase Everything
stripe, figma, notion. Gen Z brands reject capital letters entirely. Even legal docs use lowercase styling where permitted.
The Legal Reality
Companies House requires standard capitalization in legal name. Lowercase is brand styling only, not legal entity name.
Consonant-Only Names
Flickr was early. 2026 sees Prsnl, Qwkly, Strmln. Vowels considered unnecessary and corporate.
Anti-Corporate Aesthetic
Gen Z founders deliberately avoid "professional" names. "Solutions," "Consulting," "Group" signal old economy.
The Trust Paradox
B2B buyers over 40 distrust ultra-casual names. Gen Z brands struggle in enterprise sales despite consumer success.
Meme-Friendly Names
Names must work in TikTok captions, Discord servers, Reddit threads. If it can't become a meme, Gen Z won't use it.
Deliberate Awkwardness
Uncomfortable, hard to pronounce, intentionally weird. oatly, Huel, Depop. Awkward is authentic to Gen Z.
Warning: Gen Z naming trends alienate older buyers. Know your customer demographic before following Gen Z aesthetics.