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College Students’ Top 10 Coolest Brands

College students see brands as “cool” when they recognize the things that matter most to them—whether that’s through prices or timely campaigns…

Written and Edited by the YPulse Editorial Team

Mar 10 2026
North America

KEY TAKEAWAYS

Being a “cool” brand directly influences which brands earn students’ attention and money
Gatorade earns cool points by tapping into the sports, athletes, and TV shows college students already love
IKEA is cool to college students by offering design-forward pieces with student-friendly prices

College students are entering a stage in their lives where they have far more control over what they buy. And developing that independent spending power can also make them tastemakers and the power behind some brands’ success. YPulse has said before that compared to previous gens, young consumers today place a bigger emphasis on brands that stand out, stay culturally relevant, and have that elusive “cool” factor. And where cool goes, so does their spending. After all, YPulse data shows 75% of college students say it’s somewhat or very important that the brands they buy from are “cool.” YPulse’s Decoding...