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The Coolest and Cringiest Things Brands Do According to Gen Z

Afraid your brand might come off cringey to Gen Z? YPulse data reveals what they think is cool and how brands can get it right…

Written and Edited by the YPulse Editorial Team

Oct 27 2025
North America

KEY TAKEAWAYS

Using Gen Z slang or aesthetics can come off as cringe if it doesn’t match your brand’s vibe
Letting your brand’s authentic personality shine is what really feels cool to Gen Z
But what’s cringe for one brand might be cool for another if it’s done right

For Gen Z, the line between what’s cool and what’s cringe is razor-thin—and brands are constantly walking it. Young consumers are hyper-aware of how everyone, including companies, presents themselves online. We know this gen prefers content that feels imperfect and unfiltered. But, sometimes, when brands lean into personality, they can get roasted in the comments for trying too hard—and getting labeled “cringe” is tough to bounce back from. What makes it even harder is that the same content that wins big for one brand might totally flop for another. The cringiest or coolest things a brand could do could be...