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The 15 Coolest Brands Among European Gen Z and Millennials

Find out the brands most likely to be considered cool by Western European Gen Z and Millennials right now, based on YPulse’s brand tracker…

Written and Edited by the YPulse Editorial Team

Jan 24 2023
Western Europe

KEY TAKEAWAYS

Nike is the coolest brand according to young consumers in Western Europe
Social media and streaming brands also top the cool ranking, showing they’re more likely to think brands that entertain them are cool
Apple makes the top five coolest brands in Western Europe list, showing its staying power

Brands are constantly asking YPulse how to be cool in the eyes of young consumers, and we’ll be exploring just that topic in our upcoming Gen Z 101: Does Gen Z Think You’re Cool webinar with our youth experts. The reality is that being cool can feel incredibly elusive to brands, especially those trying to reach Gen Z and grappling with an overwhelming amount of trends, that move faster than ever. It’s also a generation for which the gatekeeper formula has been turned on its head: no longer do media companies and brands determine what’s cool, it’s completely in the hands of the consumer. Of course, one major way to learn what coolness is today and how to achieve it is to look at the brands that young people already consider cool. YPulse’s brand data tracker, which is available to Pro subscribers, measures 13-39-year-olds’ affinity for over 800 brands in Western Europe across 20 distinct diagnostics—including, you guessed it, what brands they think are cool. Today, we dug into...