A new study of teenagers has revealed what brands they regard as cool and which ones they regard as daggy. And it’s all good news for YouTube and Netflix and it’s bad news for the “uncool” likes of McDonald’s and surf wear brand Quiksilver.
(You can read B&T’s report on the demise of surf wear brands here.)
The survey, “It’s Lit: A Guide To What Teens Think Is Cool,” involved 1100 American teens aged 13 to 17. It was commissioned by Google, so, yes, the tech search company coincidentally ranked high in the cool stakes.
The report noted: “For Generation Z, what’s cool is also a representation of their values, their expectations of themselves, their peers, and the brands they hold in the highest regard.”
When it came to gender, teen girls thought fashion, beauty and music was cool, while for the boys it was video games. Girls thought “cool” was how something made them feel, while for the boys it was more about fads or the opinion of friends.
According to the study, these are the top 10 coolest brands:
And the 10 uncoolest brands:
Two: The Wall Street Journal
Seven: Facebook Messenger
Eight: Red Bull
Ten: Virgin America
When it came to social media, Snapchat and Instagram were the leading platforms for teens. Facebook was still a daily habit for “consumption and stalking” but it’s seen as “uncool” to post!
And the coolest celebs for teens (remembering those surveyed were American) – NBA player Steph Curry, actress Emma Watson, musician/actress Selena Gomez, singer Ariana Grande and rapper Chance The Rapper.
Worryingly, Coldplay was among respondents’ coolest bands that also included Twenty One Pilots, Panic At The Disco, Fall Out Boy, Beyonce, Drake and – one for the oldies – The Beatles!
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]