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- Report
- Special
North AmericaWestern Europe
Cool Brands Report
Cracking the code on cool has never been easy—especially when it feels like Gen Z and Millennials are constantly rewriting the rules. What’s iconic today can feel dated tomorrow, making cool one of the most elusive qualities a brand can chase. That’s exactly why we create the Cool Brands Report each year and deep dive into what cool really means to young consumers. The 2026 Cool Brands list is the newest edition—we cover the top brands for teens, young adults, and Millennials right now and highlight real-world examples of the brands doing it right.
This year’s report draws on thousands of data points from YPulse’s Brand Tracker to bring you the brands that are genuinely resonating with Gen Z and Millennials right now—plus we breakdown what it takes to earn a ranking in the Cool Brands list.
Watch the replay of the webinar here.
Download the full report for further insights
- Which brands make the top 50 coolest brands this year
- How teens, young adults, and Millennials define a cool brand
- How some of the coolest brands got to be on top—and ways any brand can do the same
Report length: 34 pages, based on YPulse’s syndicated youth brand tracker data “Cool” ratings collected daily from the YPulse Brand Tracker between 1/13/2025-1/11/2026 among a representative sample of 131,897 13-39-year-olds in the U.S. and Canada in North America. In Western Europe, among a representative sample of 118,208 13-39-year-olds in the U.K., France, Germany, Spain and Italy.
Recent years' reports on this topic
- 2025Cool Brands Report
- 2024Cool Brands Report