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By Marni Rose McFall
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A recent poll from YouGov has revealed what Gen Z thinks about the recent controversy over an American Eagle ad campaign, which featured the actor Sydney Sweeney.
Newsweek contacted a representative for Sweeney and American Eagle via email for comment outside of regular working hours on Monday.
Why It Matters
Sweeney and American Eagle have both come under fire after the actor appeared in an ad campaign for the brand, which had the tagline, "Sydney Sweeney Has Great Jeans." This line prompted backlash online and sparked discourse about racism and eugenics.
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Gen Z, those born between 1997 and 2012, makes up a significant portion of the consumer market in the U.S., and according to Forbes, their spending power is expected to grow to $12 trillion by 2030. Gen Z is increasingly consuming more content than ever and is significantly exposed to brands and advertising.
Eighty percent of Gen Zs said that they are exposed to more brands and advertising than any other generation, according to a report from Vogue Business which cited research from the youth culture agency, Archival.
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What To Know
A YouGov poll conducted on August 1, 2025, surveyed 3,509 U.S. adults about the appropriateness of the wordplay in American Eagle's Sydney Sweeney ad. Of the overall sample:
- 52 percent found the ad's wordplay appropriate
- 16 percent deemed it inappropriate
- 32 percent were unsure
Of the 18-29 age bracket:
- 36 percent found the ad's wordplay appropriate
- 28 percent deemed it inappropriate
- 36 percent weren't sure
This bracket—which includes the majority of Gen Z, typically defined as those born between 1997 and 2012, but also encompasses older millennials—was the most divided of those surveyed and had the highest share of people responding that the ad was inappropriate.
The phrase "great jeans"—a pun on "great genes"—prompted critics to question the message, with several social media users and commentators alleging that the ad uncomfortably referenced eugenics—a selective breeding theory that has been used historically to justify discrimination and white supremacy. This interpretation was particularly sensitive given Sweeney's blond-haired, blue-eyed image.
Additional criticisms targeted the ad for perpetuating the sexualization of women and appealing to the "male gaze," a term originally coined by film theorist Laura Mulvey in the 1970s.
The backlash though, has been dismissed by many, who have celebrated the ad for what they described as a pushback against "woke."
The discourse has played out online and prompted responses from high-profile individuals. White House communications director Steven Cheung called the backlash "cancel culture run amok" on X, formerly Twitter.
Following the fallout over the ad campaign, Sweeney's political affiliations were publicly revealed. According to publicly available voter registration records reviewed by Newsweek and multiple news outlets, she is a registered Republican Party member in Florida, and has been since June of 2024.
President Donald Trump said, "I love her ad!" after finding out that Sweeney is a Republican.
The YouGov poll provided respondents with three options: appropriate, inappropriate, or unsure. Polling was conducted online and segmented by gender, region, political affiliation, age, and race to ensure a representative sample.
What People Are Saying
American Eagle, in a statement shared to Instagram: "The ad campaign is and always was about the jeans. Her jeans. Her story. We'll continue to celebrate how everyone wears their AE jeans with confidence, their way. Great jeans look good on everyone."
President Donald Trump, asked about Sweeney's Republican registration, told reporters on Sunday: "You'd be surprised at how many people are Republicans. That's what I wouldn't have known. But I'm glad you told me that. If Sydney Sweeney is a registered Republican, I think her ad is fantastic!"
What Happens Next
American Eagle's stock has risen following the ad's release. Sweeney has yet to publicly respond to the controversy.
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