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.
