The new study, by YPulse, shows that younger consumers place a bigger emphasis on brands that "stand out, stay culturally relevant and have that elusive 'cool' factor."
Three-quarters of college students said its "somewhat" or "very important" that the brands they buy from are "cool."
And what makes a brand cool? The students said it's a brand that understands them but also one that is popular and turns up on social media frequently. "That means (brands) paying attention to the values and issues they care about, not just relying on surface-level marketing campaigns to connect with them. Brands that reflect young people’s beliefs and interests in meaningful ways" have that cool factor they are looking for.
The rankings contain some familiar and expected names -- Apple products show up twice -- but also some you might not have expected.
1. Nike
2. TikTok
3. Apple Pay
4. Instagram
5. Savage x Fenty
6. Instagram
7. Gatorade
8. Cash App
9. iPhone
10. Ikea
YPulse found two factors helped in getting high scores: prices and brand's marketing...proving that when it comes to some things, most generations are remarkably similar in what they value.