Google’s Marketing and Digital Research arm recently released a study on Generation Z (anyone born after 1993) titled It’s Lit: A Definitive Guide to What Teens Think Is Cool. The title alone should immediately remind you of that Steve Buscemi GIF, but the entire document contains little nuggets of painfully sincere guidance for those who, when confronted with a teen, tilt their head to one side, scratch some dandruff from their scalp, and let out a loud, adult-ish “Huh?”

Below are six things I learned from the academic paper colloquially known as It’s Lit.

1. “Teens feel something is cool if it’s unique, impressive, interesting, amazing or awesome.”

The study opens strong with a number of synonyms for “cool.” Unfortunately, it is…

Continue reading…