3 Studies Reveal What the Post-millennial Generation Thinks Is Cool

It happens every once in a great while: the ‘Kids’ come down from their lofty peak and tell the elders what they think is “cool.” This time, their outlet of choice was Google by way of a just-released marketing study entitled (wait for it…) “It’s Lit: A guide to what teens think is cool.” There’s a link to the full study is here and it is well worth taking a peek at if — heaven forbid — you’re not trending or on fleek yet.

Apparently kids think YouTube (a Google-owned entity) and Google itself are the coolest things since sliced bread, which disappointingly appears nowhere on the list.

OVERALL COOLNESS

TMZ is one of the most well-known but least cool things, as is People (the magazine, presumably, and not the entire human race) and the sometimes search engine / full-time hacker target Yahoo. Burrito-hawkers Chipotle are cooler than lists-in-large-font paradise Buzzfeed. Hippie-friendly Burt’s Bees is cooler than iconic fashion brand Chanel, but neither are cooler than shoe company Converse. Which have been ‘cool’ for about 60 years.

LEAST COOL / MOST COOL

SOCIAL MEDIA PLATFORM COOLNESS

Streetwear label and red-rectangle enthusiasts Supreme takes a big hit in terms of brand credibility, appearing to be one of the brands that teenagers are least aware of. And one of the more hilarious findings in the study is that kids don’t care / don’t even know the über-hip Vice media brand, which appears to be one of the least cool and least visible brands to teenagers. Quite the emperor-has-no-clothes moment for anyone that is old enough to remember Do’s & Don’ts and blog-haüs or indeed the company’s shareholders since the brand’s whole image is built on being perceived as cool.

METHODOLOGY IS COOL, TOO

MILLENNIALS? ARE THEY UNCOOL ALREADY?

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