College students are entering a stage in their lives where they have far more control over what they buy. And developing that independent spending power can also make them tastemakers and the power behind some brands’ success. YPulse has said before that compared to previous gens, young consumers today place a bigger emphasis on brands that stand out, stay culturally relevant, and have that elusive “cool” factor. And where cool goes, so does their spending. After all, YPulse data shows 75% of college students say it’s somewhat or very important that the brands they buy from are “cool.”  YPulse’s Decoding...