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Gen Z Thinks These 5 Brands Got Cooler in 2025

YPulse’s Brand Tracker shows which brands got cooler this year to Gen Z—and what other brands can learn from their rise…

Written and Edited by the YPulse Editorial Team

Dec 16 2025
North America

KEY TAKEAWAYS

Alo got cooler this year because of the brand’s appearance in Gen Z’s favorite games and popularity among friends
MLB, PGA, and LPGA saw a “cool” rise by making their sports feel more fun and accessible for Gen Z
Because Gen Z needed affordable options this year, HomeGoods’ trendy, budget-friendly items got cooler

Being considered a “cool” brand by Gen Z isn’t easy—only a select few brands rise to the top, and even fewer can stay there for long. This gen is constantly reshaping what’s trendy and relevant, so brands can’t afford to sit still. According to YPulse’s Decoding Brand Affinity 2025 report, the top way a brand can show it’s cool to 13-24-year-olds is if it’s “unique and stands out from their competitors.” The challenge? What’s considered cool today can feel outdated tomorrow, which means brands have to keep innovating and connecting with Gen Z in ways that feel authentic to earn—and...