Every week, YPulse asks thousands of 13-39-year-olds to rate brands on 20 youth-centric measures, including authenticity, inclusivity, and the coveted “cool” factor. In our upcoming Cool Brands Report (available January 30) we’re focusing on what this label really means in the eyes of teens, young adults, young people of color, and more. Because while being “cool” might seem straightforward enough, gaining that identity among young consumers isn’t as easy as brands may think, and will require different efforts for different demographics. Among college students, for example, you might be shocked to hear beloved brands like TikTok aren’t top scoring for...