Built from over 30,000 kids and teen voices, Coolest Brands is your insight into youth culture. Gen A don’t just consume brands, they remix, rate, and reinvent them. Coolest Brands reveals what kids truly value, share, and celebrate.
"Cool isn’t a label — it’s a living, breathing signal."
“So what?” is the question we always ask ourselves — and the reason Coolest Brands exists.
Our insight doesn’t stop at stats, it’s about what brands can actually do with the data.
Coolest Brands, available now, gives you a cultural read and commercial reality check all in one.
Coolest Brands is more than a moment, it’s a year-round playbook for relevance.
Last year, we spotted trends like New Consumerism and Finding the Funny… fast-forward to 2025, and the brands tapping into them are now climbing the rankings.
“The insights don’t just sit in a report — they ripple through organisations, shaping strategy, product, comms and collabs.”
