Decoding Brand Affinity 2025

YPulse’s brand tracker measures brand affinity through 20 unique, youth-specific diagnostics to help brands understand how to win with young consumers—and our Decoding Brand Affinity report helps brands understand it all. This deep exploration of what the diagnostics driving affinity truly mean to young consumers was last published in 2022, and we’re back with new data on the diagnostics. Each diagnostic analysis includes a ranking showing the top brands performing by each diagnostic, from “cool” to “gets me” to “makes the world better.” We’re measuring brand affinity with the things that really matter to Gen Z and Millennials, and this is your guide.