All brands want to be considered cool to Gen Z, but it can be difficult to know what “cool” really means for this gen, especially with the fast pace of trends and tastes. But cool brands know that listening to young consumers is the most important step, and this is where YPulse’s insights are essential: we help brands bring the lofty concept of cool to life with concrete data and real-world examples. YPulse’s Decoding Brand Affinity report shows that young Europeans describe a brand that is cool as one that’s “unique and stands out from the competition,” “keeps up to date with current trends,” and is “popular.” But Gen Z in the U.K. are more likely than their peers to associate coolness with a brand they’re “proud to show-off to others.” Clearly, British Gen Z have a unique perspective on what cool brands are and their own views differ slightly from their neighbors, so it’s key to look specifically at what brand they think are the coolest. In this...