YPulse’s exclusive Gen Z and Millennials brand tracker uses 20 youth-specific diagnostics to measure brands’ performance among young consumers, including which ones they think are cool, reflect who they are, are talked about, and more. Those individual scores are compiled into YScore+, an overall measure of the affinity performance of a brand, which can be used to determine ranking compared to other brands within a single industry or between all brands competing for young consumers’ attention and spend. Each year, YPulse uses YScore+ to share the top performing brands among these gens, as well as those that saw the biggest increases...