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The Coolest Gen Z Brands

What does it take to be the coolest Gen Z brand?

Ask Nike.

The footwear and apparel giant took the crown as Gen Z’s coolest brand on two continents — North America and Western Europe — and edged out TikTok, Apple, and YouTube.  

Keep scrolling to see the definitive list of the coolest Gen Z brands in 2022.

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The Top 10 Coolest Gen Z Brands in North America

SCROLL DOWN TO SEE THE COMPLETE TOP 50

1.

Nike

COOL: 69%

2.

YouTube

COOL: 66%

3.

Jordan

COOL: 64%

4.

TikTok

COOL: 64%

5.

Snapchat

COOL: 64%

6.

Cash App

COOL: 63%

7.

Kahoot!

COOL: 63%

8.

Apple

COOL: 63%

9.

Sour Patch Kids

COOL: 62%

10.

Netflix

COOL: 60%

The Top 10 Coolest Gen Z Brands in Western Europe

SCROLL DOWN TO SEE THE COMPLETE TOP 50

1.

Nike

COOL: 75%

2.

Kahoot!

COOL: 73%

3.

TikTok

COOL: 70%

4.

Netflix

COOL: 70%

5.

Apple

COOL: 70%

6.

Instagram

COOL: 66%

7.

Coca-Cola

COOL: 64%

8.

Foot Locker

COOL: 63%

9.

YouTube

COOL: 63%

10.

PayPal

COOL: 62%

What does it mean to be cool?

Well, we asked young people what cool means to them (which we know is uncool), and this is what they told us: a brand is cool when it’s unique. 

For Millennials especially, cool brands are brands that stand out from competitors by being different. Gen Z associates cool brands with uniqueness too, but they are just likely to say that cool brands are those that are popular with their peers. 

A brand can show they are cool by keeping up with trends and trying new things, so being in a state of constant experimentation, with a willingness to take risks and move fast to keep up with youth culture, is key.

The Top 50 Cool Gen Z Brands of 2022

Rankings are determined by the average cool score — one of 20 youth-centric metrics tracked with the YPulse youth intelligence platform. YPulse conducts thousands of weekly interviews with 13-39-year-olds across North America (n=2,500) and Western Europe (n=2,500). This dataset was generated from interviews with 13-21-year-olds conducted between 1/3/2022-11/13/2022.

The Top 50 Coolest Brands in North America

  1. Nike  (69%)
  2. YouTube  (66%)
  3. Jordan  (64%)
  4. TikTok  (64%)
  5. Snapchat  (64%)
  6. Cash App  (63%)
  7. Kahoot!  (63%)
  8. Apple  (63%)
  9. Sour Patch Kids  (62%)
  10. Netflix  (60%)
  11. Oreo  (60%)
  12. Fenty Beauty  (60%)
  13. Doritos  (59%)
  14. Savage x Fenty  (59%)
  15. Instagram  (59%)
  16. Kylie Cosmetics  (58%)
  17. PlayStation   (58%)
  18. Spotify  (58%)
  19. PayPal  (57%)
  20. Apple Airpods  (57%)
  21. Vans  (57%)
  22. Marvel  (56%)
  23. Gatorade  (55%)
  24. Amazon  (53%)
  25. Xbox  (53%)
  26. Oculus  (52%)
  27. National Football League (NFL)  (52%)
  28. Ben & Jerry’s  (51%)
  29. Old Spice  (51%)
  30. Cheetos  (51%)
  31. Mountain Dew  (51%)
  32. Ulta  (50%)
  33. Bath & Body Works  (50%)
  34. PINK  (50%)
  35. Reese’s  (50%)
  36. Adidas  (50%)
  37. Converse  (50%)
  38. Coca-Cola  (50%)
  39. Quizlet  (49%)
  40. Supreme  (49%)
  41. Xbox Series X  (49%)
  42. Twitch  (49%)
  43. Apple Music  (49%)
  44. Roblox  (49%)
  45. Nintendo  (47%)
  46. E.L.F.  (47%)
  47. Xbox Series S  (47%)
  48. Target  (47%)
  49. SHEIN  (47%)
  50. CHANEL  (46%)

The Top 50 Coolest Brands in Western Europe

  1. Nike  (75%)
  2. Kahoot!  (72%)
  3. TikTok  (70%)
  4. Netflix  (70%)
  5. Apple  (70%)
  6. Instagram  (66%)
  7. Coca-Cola  (64%)
  8. Footlocker  (63%)
  9. YouTube  (63%)
  10. PayPal  (62%)
  11. Jordan  (58%)
  12. Adidas  (58%)
  13. Calvin Klein Intimates  (58%)
  14. Savage x Fenty  (58%)
  15. Pringles  (57%)
  16. Bershka  (56%)
  17. Axe  (56%)
  18. Magnum  (56%)
  19. SimpleClub  (55%)
  20. Spotify  (55%)
  21. IKEA  (54%)
  22. Kinder  (54%)
  23. PrettyLittleThing  (54%)
  24. Klarna  (54%)
  25. PlayStation  (54%)
  26. Doritos  (53%)
  27. Kylie Cosmetics  (53%)
  28. Bundesliga  (53%)
  29. Fédération Française de Football  (53%)
  30. Acqua Di Giò  (53%)
  31. Mac  (53%)
  32. JD Sports  (53%)
  33. Apple Airpods  (52%)
  34. Postepay  (52%)
  35. Snapchat  (52%)
  36. Amazon  (52%)
  37. Supreme  (51%)
  38. KIKO Milano  (51%)
  39. Dior  (51%)
  40. Satispay  (51%)
  41. Serie A  (51%)
  42. Chips Ahoy!  (51%)
  43. Essence  (50%)
  44. Lacoste  (50%)
  45. Pull and Bear  (50%)
  46. Monster  (50%)
  47. Fenty Beauty  (49%)
  48. Twitch  (49%)
  49. Italian Football Federation  (49%)
  50. CHANEL  (49%)