Companies need to adapt as a new generation comes of age...
Google's commissioned a deep dive into the minds of 'Generation Z' (born between the mid-90s and early 00's) to find out which brands appeal to them - and how they differ from their millennial predecessors.
The report, titled 'It's Lit,' says that its ambition is to, "provide a glimpse into the world of teens in the US through the lens of what they find cool."
"Cool is an indication of what people pay attention to, what gets them excited, and can often act as a manifestation of their hope and dreams," it continues.
It notes that today's teens are more "ambitious," "engaged," and "aware" than millennials.
Three of these are Google brands (Youtube, Google, Chrome).
According to this graph tech, beauty, video games, sports and music are cool - while jobs and money are decidedly uncool (and 'other' things are also quite cool).
Snapchat and Instagram are the 'coolest' social media platforms - while social networks like Facebook are used to consume content, not to share your thoughts or links.
Exploring young folks' perceptions of its own brand - both Millennials and Gen Zers associate the word 'functional' with Google, while 20 and 30 somethings think it is a 'serious' brand - while teenagers think it is more 'fun.'