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What Gen Z thinks is cool according to Google

Google recently put out a report on what Generation Z thinks is cool. And guess who made the list?

It’s Lit: A guide to what teens think is cool is Google’s cool bible, based on three research studies conducted in the United States. It starts with what values are important to Gen Z’ers and moves into what brands and products they rate.

“Teens feel that being cool is about just being yourself, embracing what you love, rejecting what you don’t, and being kind to others.”

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When it comes to technology, the smartphone is still king, Instagram and Snapchat rule the social media world.

And when it comes to cool brands, the criteria goes deeper than image, and usefulness – cool brands are ones that are innovative and unique, bringing something new to the world and representing young people’s lifestyle, interests and values.

Of course Google takes the opportunity to use ‘research’ to toot it’s own horn, ranking three of its own brands in the Top 10 Coolest Brands list, including YouTube (#1), Google (#3) and Chrome (#10).

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And the winner is… Google

 
The findings are useful, but as with all research papers, shouldn’t be taken as gospel. It’s also important to consider the differences between Gen Z in the US and Australia. While many Australian teens take their cue from American culture, there are still differences in attitudes and the brands they engage with. It would be interesting to see a similar report conducted here.

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Gen Z still rate the smartphone as their favourite tech

 
Gen Z represents a huge percentage of the consumer market and engage online with brands more than any generation to precede them. And as Google says, they ‘expect big things’ from brands. So it’s important that we both understand and speak to them in a way that resonates with them.

Read the report here.

“Teens feel that being cool is about just being yourself, embracing what you love, rejecting what you don’t, and being kind to others.”
— Google

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