MaryLeigh Bliss, Chief Content Officer at YPulse, has been tracking what young consumers find cool and what keeps them loyal to brands. The two things turn out to be driven by different forces, and understanding the gap between them can change how brand investment decisions should be made. Bliss brings data from YPulse's brand tracker, which covers affinity for over a thousand brands among 13-to-39-year-olds, alongside a separate brand loyalty study. The findings on loyalty, in particular, point to a shift in consumer behavior that happened fast and has a specific cause.