It can be tricky to measure what makes a brand cool to Gen Z. This elusive label can mean a lot of things to young consumers, and showing those qualities outwardly is an entirely separate feat for brands. But YPulse’s Brand Tracking data shows the brands at the top of Gen Z’s “cool” ranking have broken molds throughout their lifetime and are constantly trying new things. YPulse tracks young consumer’s affinity for over 1,200 brands and our latest Cool Brands Special report examines specific metrics like “coolness”—which young people themselves define as “unique and stands out from their competitors.” To get a better grasp on what specially makes a “cool” brand, we ask teens and young adults how brands can show they’re cool. We know celebrities and influencers associated with brands certainly add an instant cool factor, like it has for SKIMS’ growth in popularity thanks to campaigns with Lana Del Rey, the Mahomes family, and more. But some cool factors need more of an explanation. Young people’s top...
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