Insight of the Day: Cool Brands - the teen top 25
- InsightTrendsWorld
- Feb 8
- 4 min read
Why is the topic trending? The latest Cool Brands report reveals which companies have captured the attention of Gen Z teens across the U.S., Canada, and several European countries. With over 35,000 teenagers participating, the rankings highlight the brands currently setting the standard for “cool” among younger consumers.
Overview Brands from diverse industries—ranging from sportswear and tech to snacks and social media—were ranked by their perceived coolness. The survey found that “cool” remains a highly influential factor in purchasing decisions, particularly in North America where 71% of teens prioritize it when choosing brands. Nike, Sour Patch Kids, TikTok, and Apple products led the pack, with uniqueness and peer popularity being key drivers of their appeal.
Detailed Findings
In North America:
Nike tops the list, viewed as cool by 73% of respondents.
Sour Patch Kids, TikTok, and Doritos rank highly, showing that both legacy and digital-first brands can excel.
Apple products and services like iPhone and Apple Pay continue to resonate strongly.
In Europe:
Nike again leads, followed by Coca-Cola and Victoria’s Secret.
Social platforms like TikTok and YouTube remain popular, but local and regional favorites such as Satispay and Magnum also feature prominently.
ChatGPT makes a notable appearance among European teens, illustrating the growing interest in conversational AI tools.
Key Takeaway The concept of “cool” is still a key driver for Gen Z purchasing decisions. Brands that combine uniqueness, digital relevance, and peer-endorsed popularity have the best chance of succeeding with this demographic.
Main Trend A multi-industry race for coolness, where traditional, digital-native, and niche brands all compete for Gen Z’s attention.
Description of the Trend (name it)“The Coolness Factor” – A dynamic mix of legacy and emerging brands maintaining relevance by tapping into Gen Z’s desire for authenticity, cultural resonance, and digital connectivity.
Consumer Motivation Gen Z consumers look to brands as extensions of their personal identity. Being associated with “cool” brands provides social currency and helps teens shape how they’re perceived by their peers.
What is Driving the Trend
Uniqueness: Teens value brands that stand out in their categories and break away from conventional approaches.
Peer Influence: Popularity among friends or social groups reinforces a brand’s desirability.
Digital Relevance: Platforms and tech products that align with teens’ digital habits (like TikTok or Apple Pay) have a distinct edge.
Motivation Beyond the Trend Beyond “coolness,” Gen Z gravitates toward brands that demonstrate ethical values, sustainability, and inclusivity—though these factors often run parallel to perceived coolness rather than replacing it.
Description of Consumers (age, gender, income, lifestyle)The primary demographic is teens aged 13-17 from North America and Europe. They are highly connected digitally, culturally diverse, and influenced by social media trends. Income and household wealth vary, but these teens share a common interest in staying up-to-date with the latest cultural and consumer movements.
Conclusions While coolness is subjective, the results suggest that the brands thriving with Gen Z are those that balance innovation, digital savvy, and cultural relevance. The blend of global giants like Nike and Apple with snack brands and social platforms shows that no single category dominates coolness—what matters is the ability to resonate authentically with young consumers.
Implications for Brands Brands need to prioritize innovation and cultural alignment, consistently evolving to meet the shifting preferences of Gen Z. Embracing unique branding and fostering peer-driven popularity are key strategies.
Implications for Society The growing emphasis on digital and peer-influenced brand perception among teens may shift how society as a whole defines value and cultural relevance. As Gen Z matures, their collective preferences will likely shape broader consumer trends.
Implications for Consumers For consumers, especially younger ones, the influence of these brands may encourage greater exploration of personal identity and self-expression. However, it could also reinforce the pressure to conform to trends set by peer groups and social platforms.
Implication for Future In the future, the concept of “cool” may evolve alongside technology and social behavior. Brands that stay flexible, listen to youth preferences, and adapt quickly will remain at the top of these lists.
Consumer Trend Name: “Cool Brand Loyalty” Detailed Description: As Gen Z teens seek to express their identity and fit in with peers, they form strong emotional connections with brands they deem cool, leading to lasting brand loyalty.
Consumer Sub Trend Name: “Social-First Brand Awareness” Detailed Description: Teens increasingly discover and validate brand coolness through social media platforms, making digital presence and engagement critical for brand success.
Big Social Trend Name: “Cultural Credibility” Detailed Description: Brands that demonstrate cultural relevance, stay attuned to youth values, and innovate consistently earn long-term credibility and coolness among Gen Z.
Worldwide Social Trend Name: “Globalized Cool” Detailed Description: As cultural borders blur, teens from different regions are uniting around a shared perception of which brands are cool, creating global brand icons that transcend local markets.
Social Drive Name: “Digital Authenticity” Detailed Description: Teens are drawn to brands that appear genuine and aligned with their online personas, making authenticity in digital marketing a critical factor for coolness.
Learnings for Brands to Use in 2025
Invest in digital-first, interactive campaigns that resonate on platforms like TikTok and Instagram.
Collaborate with influencers and create culturally relevant content that mirrors teens’ values and interests.
Embrace authenticity and innovation in both product offerings and marketing strategies.
Strategy Recommendations for Brands to Follow in 2025
Monitor emerging platforms and adapt quickly to maintain relevance.
Engage directly with teen audiences through interactive content and unique collaborations.
Highlight brand values such as sustainability and inclusivity to deepen emotional connections.
Final Sentence Coolness still matters—brands that continuously innovate, embrace digital authenticity, and maintain cultural relevance will remain on top.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It
Focus on creating highly shareable digital content that reinforces the brand’s uniqueness.
Build partnerships with Gen Z influencers to amplify reach and cultural resonance.
Develop sustainability initiatives and inclusive messaging to align with Gen Z values.
Stay agile, continuously tracking and adapting to emerging social trends.
Final Note
Core Trend: Cool Brand Loyalty – Emotional connections foster long-term brand commitment.
Core Strategy: Social-First Engagement – Leverage social platforms to enhance relevance.
Core Industry Trend: Digital Authenticity – Genuine, innovative marketing drives youth appeal.
Core Consumer Motivation: Personal Identity Expression – Teens choose brands that reflect and enhance their self-image.
Final Conclusion As the Cool Brands rankings reveal, Gen Z teens are shaping the consumer landscape, prioritizing coolness and cultural resonance. Brands that listen, adapt, and maintain authenticity will thrive in this competitive and ever-evolving market.
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