For Gen Z, innovation is everything. This gen see themselves as tastemakers, so they’re always on the lookout for the next trendy brand or product to show off at school or on social media. In their eyes, the brands and products they use can be an extension of who they are and how others see them, which makes staying ahead of the curve especially important. In fact, YPulse’s Decoding Brand Affinity 2025 data shows 75% of 13-24-year-olds say it’s important that the brands they buy from are innovative. And according to YPulse’s Brand Loyalty data, one of the top things...