Clemson defensive back Garry Peters (26) celebrates with fans after the Chick-fil-A Bowl NCAA college football game against LSU, Monday, Dec. 31, 2012, in Atlanta. Clemson won 25-24. (AP Photo/John Bazemore)

‘It’s Lit’ Report: Generation Z Thinks Chick-fil-A is Cool

I must be a terrible Millennial. I’m largely unaware of what getting “lit” is. But apparently Google believes this phrase is important to explore and has thus released a study on what teenagers think is cool.

A March 2017 Google study “It’s Lit: A Guide to What Teens Think is Cool” has insight into what brands, for example, teens think are cool. Here’s the gist of the report and what purpose it hopes to serve:

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. Unlike millennials, this group is ambitious, engaged, and feel like they can change the world. 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.

Here’s more on the “coolness” factor:

Teens feel something is cool if it’s unique, impressive, interesting, amazing or awesome. Something becomes “cool” when it brings joy or happiness or is unique enough to stand out from everything

For those also unaware of what getting “lit” means, here’s an explanation:

The state of being so intoxicated (regardless of the intoxicating agent) that all the person can do is smile, so that they look lit up like a light.

A factor that stands out in this study: Mobile device use and consumption of information through it is very popular among Generation Z, those born between mid-1990s and early 2000s. The top ten brands are listed as the following:

01. YouTube

02. Netflix

03. Google

04. Xbox

05. Oreo

06. GoPro

07. Playstation

08. Doritos

09. Nike

10. Chrome

Here’s a graph enclosed in the study elaborating more on this:

Source: Google

If you look closely at the graph, Chick-fil-A is a lot cooler than United Airlines. Ha! In fact, when compared to Millennials (who think In-N-Out is cool), Generation Z thinks fast food company Chick-fil-A is cool.


We know that Generation Z is more plugged in, loves material things, and has a lot of potential purchasing power. Politically, we’re unsure how they’ll turn out. Many of these teenagers haven’t voted yet–although the schools they are attending are more radicalized than in year’s prior. (Although eating and preferring “hate-chicken” may convince them to reject leftist viewpoints.) Interesting study nonetheless–minus the uber Millennial title.
Read the full study here.

About the author

Gabriella Hoffman

Gabriella Hoffman is a media strategist based in the Washington, D.C. Metro Area. She has written for The Resurgent since March 2016 and serves as their D.C. Correspondent.

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