Young Europeans think that brands are “innovative” when they improve on what came before them and have the willingness to try new things, as we learned from YPulse’s Decoding Brand Affinity Report. Innovation is a key factor in keeping young consumers loyal to a brand, and brands that aren’t willing to experiment with new ideas and products risk losing young consumers to brands that are, even if these brands are new to the scene. YPulse’s brand tracker* monitors European Gen Z and Millennials’ feelings for brands across 20 youth-specific diagnostics like “cool,” “bright future,” and “reflects diversity.” Our brand tracker is...