Simplicity reigns supreme in Trendsetters’ eyes, at least when it comes to brands. Many of their favorite companies, from giants such as Apple to smaller newcomers like Method, have a reputation for keeping things as stripped-down and unadorned as possible—not just visually but also in the way they organize their offerings. “Apple’s computers and iPods are so clean and simple and easy to use. No excess.”

Simplicity is more than just an issue of convenience or design. It actually delivers hipness to a brand. A company that is inconvenient or confusing, uses overdesigned imagery, or provides too many choices is more than just annoying—it is seen as out of touch and “corporate.”

Keeping things simple has long been associated with a modern aesthetic, but today, the tactic has come to encompass nearly everything that’s “in”—it’s no longer just for the edgy or artistically forward. From the lean, clean stylings of hip vodka bottles to the constant push of technology towards all-in-one convenience, products for this generation are clearly leaning towards simplification.

The strength of this trend could be motivated by our environmental crisis. As the “green lifestyle” becomes highly aspirational among Trendsetters, the concept of excess is becoming more and more distasteful. Trendsetters certainly aren’t thinking of the environment when they buy an iPod, but they are choosing a brand whose positioning reflects the greening of our zeitgeist.

Brands praised for simplicity:

• Vitamin Water: starkly minimalist packaging compared to other beverages on the shelf
• Dove: “they have a clean and simple image of no muss no fuss”
• Jet Blue: streamlined the process of flying by offering one-way tickets and fewer extras
• In N Out: cartoon-simple imagery and notoriously limited menu

Let’s face it: not every brand can be cool. We can’t all be Adidas, with an old-school authenticity that will never die, or Apple, with its bleeding-edge design. Not every brand can pull off the gritty sexiness of an American Apparel ad. But some of Trendsetters’ favorite brands aren’t cool at all—in fact, some of them are downright dorky. They have won the love of Trendsetters simply by being friendly and original, and for never apologizing for being themselves.

Trader Joe’s is the best example of this type of brand. “They wear these tacky Hawaiian shirts and publish that ridiculous newsletter. But it’s their own style. And it’s so much more inviting than the normal rigid grocery store.” Jet Blue is another dorky but friendly brand that is described as quirky and unique. In N Out dresses their employees in seriously dorky uniforms, and has been criticized for printing Bible quotes on their paperware (this blatant religious affiliation is uncool to many and offensive to some), but most Trendsetters accept these quotes as part of the brand’s one-of-a-kind identity. In N Out has earned credibility by being such unapologetic dorks.

You might compare these brands to the nerdy lead character of Napoleon Dynamite, which has already become a cult classic movie among many Gen Y’s. They’re loved precisely because they don’t fit into our conventions of what’s hip. They do things their own way.

When Gen Y Trendsetters are asked to explain why they love their favorite stores, they talk a lot about the employees. Their perception of the workers’ job satisfaction has a huge impact on their feelings about the brand. One Trendsetter noted that after seeing a large “We’re Hiring” sign outside In N Out that listed all of the employee benefits—high wage, paid vacations, etc.—she felt proud to be eating at the restaurant. And several panelists say their love for American Apparel or Trader Joe’s stems from the fact that they have friends who work there and love their jobs. These companies have created a powerful kind of advertising through their employees. Those that find a way to not only ensure happy employees, but to covertly spread the message about it, will win the respect and loyalty of trendsetting Gen Y’s.

Some brands, like Converse’s Chuck Taylor shoes, are cool because they’re grounded in the past, but many others are cool for the opposite reason: they embody change and constantly reach towards the future. Nike and Apple, for example, are cited by trendsetters as brands that help push our society forward by re-inventing their products. “Nike has become so incredible in terms of design, making biodegradable shoes, or shoes that connect to our iPods. They are moving with us as we grow in this modern time.”

If your brand identity already aligns with this “futuristic” notion, make sure trendsetters know about your innovation goals. Future-thinking companies are more than just cool: they win a deep-seated respect and trust from trendsetters. Blogs such as Engadget.com, ProductDose.com, and TheCoolHunter.com are often the first place where buzz begins to mount among trendsetters for these “brands of the future.”