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It’s Lit: Google’s Insights on Gen Z’s Favorite Things

It’s Lit: Google’s Insights on Gen Z’s Favorite Things

Members of Generation Z were born during or after 1995 and are widely reported to command $44 billion in purchasing power. Google did some research into what brands were valued by members of Gen Z, and compared their results to the beliefs held by Millennials.

Brands were rated on two criteria – how aware members of Gen Z were of the brand, as well as their relative coolness. Google, Netflix and YouTube took top spots in both awareness and coolness – a fact many tech commentators viewed with a bit of a side-eye (especially given that Google owns YouTube) but given the dominant position these firms enjoy in general, as well as teenagers’ love for video, in our opinion, that ranking is probably legitimate.

[Tweet “Generation Z commands $44 billion in purchasing power.”]

Snack foods, apparel and video game brands are among those members of Gen Z value most highly. If you’re in any of those industries and serve a teen audience, you’ll want to delve into this report and see if you find any surprises. The one thing we definitely know is that Gen Z will grow up; it’s interesting to see what adult-oriented brands they’re aware of now, and whether their sentiments toward those brands remain consistent in the years to come.

Other insights from the survey will be of little surprise to anyone who has ever been or met a teen. Members of Gen Z tend to be brutally harsh; while Millennials taking the same survey didn’t rank any brands below 4.5 on a scale of 10, Gen Z didn’t hold back and did so for several brands.

Gen Z ranked the qualities of being philanthropic and genuine as the most important, particularly among influencers and celebrities they follow. This echoes what we’ve seen from Millennials and among Baby Boomers: authenticity is such a vital trait that accurately representing yourself needs to be a top priority for all brands.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office