Real estate investors are keeping a keen eye on trends for millennials, a growing population often viewed as ultra-cool that is becoming a significant consumer group. Cushman & Wakefield, in a new report, stresses the importance of looking beyond malls, high streets and main streets and focusing on “cool streets.”

The report, titled Cool Streets: Explore the hottest urban retail markets across North America, explains: “If retailers live and die by cool, the same also holds true of retail properties, shopping centers and entire neighborhoods. Whenever we speak about real estate, the issue of location and a number of other factors come into play, but the reality is that cool matters. In an age of frugal consumers, e-commerce encroachment, and vast gaps in performance between trophy malls and Class B and C centers, cool matters now more than ever.”

While a neighborhood’s urban renewal process often took decades to achieve, now “troubled” neighbo