The ‘Coolest’ Companies According to Gen Z

You Cool?

It’s easy enough to know if a company is large or profitable. But how do you measure what makes a company “cool”?

Gen Z and millennial market research firm YPulse surveyed young Americans in several different age groups to track consumer sentiment of more than 1,200 different brands. Here’s what they found.

TikTok, Nike (NKE), and YouTube (GOOGL) are the companies most favored by North American consumers ages 13 to 17, according to the survey.

Nike topped the list for those ages 18 to 24 too. But instead of following it up with social media platforms, they preferred Rihanna’s Fenty Beauty and Nike’s Jordan brand instead.

For consumers ages 25 to 39, the results weren’t much different: Nike, Savage x Fenty, and YouTube topped the list.

DEI also played a big role, especially for the younger teens, who appeared to place extra value on brands trying to make a positive change.

“Cool-ness” may be a moving target, but for companies, it remains one worth aiming for. Nearly 70% of respondents across all surveyed demographics said they’d be more likely to buy from a brand if it seemed “cool.”

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