Despite the fact that Gen Z has a plethora of slang words to describe just about everything in their world, the word “cool” is still a timeless classic across generations. In fact, it’s still one of the most-used slang words by tweens.

The cool umbrella extends beyond vocabulary—71% of teens in North America say it’s important that the brands they purchase are cool. And even better for brands—coolness isn’t limited to certain industries. As you read on, you’ll notice cool brands run the gamut from snacks and social media to fintech and underwear. However, two things that many of them share are uniqueness in their category and popularity among other teens—two qualities they’re most likely to say determine coolness.