Young consumers love brands that are cool

Together with

The Future. YPulse, which tracks and measures “coolness” across 1,200 top brands, released its annual report, detailing the brands Gen Zers and millennials consider to be… well… the coolest. Since constantly innovating is at the core of what’s considered cool, brands that make sure they’re on the cutting-edge of emerging trends (even when they never fully take off) may keep getting the cool points.

The economics of cool
YPulse defines “coolness” as “unique and stands out from their competitors.” Which brands fit the bill?

  • For 13 to 17-year-old consumers, the top brands are TikTok, Nike, and YouTube. 
  • For 18 to 24-year-olds, they’re Nike, Fenty Beauty, and Jordan. 
  • For 25 to 39-year-olds, they’re Nike, Savage x Fenty, and YouTube.

If you’re thinking, “that’s a lot of Nike, Fenty, and YouTube,” you’re right… and that’s purposeful. YPulse chief content officer MaryLeigh Bliss told Axios that each of those brands constantly innovate, keep up with trends, are inclusive and diverse, and have either major celebrity founders, partners, or endorsers — all the hallmarks of what makes a brand cool.

Is being cool important to a company’s bottom line? It would seem so — 69% of 13 to 39-year-olds report that they’re more likely to purchase from a brand that’s considered cool.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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