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Gen Z Thinks These 5 Brands Got Cooler in 2025

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

TL;DR

  • 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...

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