College students are entering a stage in their lives where they have far more control over what they buy. And developing that independent spending power can also make them tastemakers and the power behind some brands’ success. YPulse has said before that compared to previous gens, young consumers today place a bigger emphasis on brands that stand out, stay culturally relevant, and have that elusive “cool” factor. And where cool goes, so does their spending. Being a “cool” brand directly influences which brands earn students’ attention and money; YPulse data shows 75 percent of college students say it’s somewhat or very important that the brands they buy from are “cool.”
How do college students define cool brands? And the answer is: When they relate to what matters most.
Brand Affinity
YPulse’s Decoding Brand Affinity data shows one of the top ways college students describe a “cool” brand is one that’s “popular and wanted by people their age.” In other words, “coolness” for them is largely social. If a brand is showing up on their feeds, on campus, and in group chats, it starts to carry cultural weight. But popularity alone isn’t enough; students’ “cool” brands are also ones they feel actually understand them. That means 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 are far more likely to earn those winning “cool points.”
To track how brands are performing with young consumers, YPulse’s Brand Tracker looks at 20 youth-centric diagnostics, including which brands they think are cool, get them, reflect diversity, and more. Of course, Nike and TikTok top college students’ list of coolest brands, but some other brands that rank above hundreds of others may come as a surprise. Our data shows two factors in particular help brands earn those cool points with college students—their prices and their marketing—and these brands nail it best.
Gatorade Taps Into Affinities
Gatorade shows its coolness by tapping into the pop culture students care about. YPulse’s Brand Tracker data shows Gatorade ranks seventh among college students’ list of coolest brands. YPulse’s Decoding Brand Affinity report shows marketing and advertising is one of the top ways college students think a brand can show that it’s cool. The campaigns Gatorade creates—and the cultural moments they tap into—matter just as much as the products they sell. This brand is meeting students where their interests already are. Last year, ahead of the final season of Stranger Things—one of Gen Z’s favorite shows—Gatorade partnered with Netflix on an ‘80s-inspired campaign celebrating the series. The collab included a limited-time Citrus Cooler flavor alongside retro apparel and Gatorade towels, leaning into young fans’ love of limited-edition flavors, nostalgia, and merch drops all at once.
And of course, it’s a big part of sports culture, too. (Which, to be fair, has always been their home turf—no pun intended.) YPulse’s Sports and Athletes data shows 63 percent of college students consider themselves sports fans, which makes athlete partnerships an obvious and effective way to exude “cool.” Gatorade has leaned into that by highlighting the rising stars and athletes college students are already following. Last year, the brand partnered with Lisa Billard, a 16-year-old rookie F1 driver, tapping into students’ growing interest in F1 and increasing support for women’s sports. Gatorade also continues to spotlight major athletes: its “Lose More. Win More” campaign featured star players young fans admire including Caitlin Clark, A’ja Wilson, Jayson Tatum, Luka Dončić and Shedeur Sanders. Those names already carry major influence among young sports fans, including what brands they buy from.
IKEA Is Brand Forward
Ikea is a cool brand to college students for offering stylish but affordable décor.
YPulse’s Brand Tracker shows IKEA ranks in the top 10 coolest brands according to college students. We know just how important making a college space feel like home is to this generation. YPulse’s Shopping for the Home report shows 81percent of college students decorate their dorm or college living space, and more than a quarter (26 percent) say they do so extensively. Just scroll through #DormTok for five seconds and it’s clear: Dorm rooms are no longer just a bed, a desk, and a sad overhead light. For many students, they’re mini design projects—and that’s where IKEA comes in. The design superstore is practically built for small-space living, offering space-saving furniture, clever storage solutions, and colorful decor that can transform even the most generic dorm room.
And while their extensive offerings definitely matter for cool factor, it’s IKEA’s prices that put them so high on college students’ ranking. YPulse’s Decoding Brand Affinity data shows one of the top ways college students think a brand can show that it’s cool is through its prices— which means giving them quality for what they pay. It makes sense considering the typical student budget includes little other than tuition, textbooks, and late-night pizza runs. IKEA matches their needs by offering design-forward, functional, and lasting pieces that feel stylish without the designer price tag. That combination of aesthetics and affordability lets them personalize their space, show off their style, and still have money left over for, you know, actual groceries. For students, the coolest brands aren’t just the ones that look good—they’re the ones that understand the realities of dorm life and a tight budget.
