Young Europeans describe a brand that is cool as one that’s “unique and stands out from the competition,” “keeps up to date with current trends,” and is “popular.” But European teens (13-17-year-olds) specifically think popularity is the top factor that makes a brand cool—more so than even young adults. For teens, a brand that is cool is, before anything else, a brand that is in high demand with their peers. Plus, teens are just as likely to say this than they were in 2022 (27% in 2024 vs 30% in 2022), showing a strong sense in their mindset that cool...