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 What’s considered cool today can feel outdated tomorrow, which means brands have to keep innovating and connecting with Gen Z in ways that feel authentic to earn—and...
