Building Brand Loyalty: How Chromebooks are Shaping the Next Generation of Consumers

Recently uncovered internal documents as part of a child safety lawsuit have shed light on Google’s strategy to engage young users by investing in educational institutions. The documents suggest that Google aims to “onboard kids” into its ecosystem, believing that this early exposure will lead to long-term brand loyalty, as reported by NBC News.

The heavily redacted documents, which have emerged in connection with a lawsuit involving several school districts, families, and state attorneys general, accuse Google, Meta, ByteDance, and Snap of creating products that are deemed “addictive and dangerous” to the mental health of young users. (Snap has settled in this lawsuit).

For over a decade, Google has been investing in education-focused products, with Chromebooks becoming a common sight in classrooms. A 2020 document included in the proceedings also presents a study on how the choice of laptops used in schools can influence future purchasing decisions.

One slide in the presentation highlights a 2017 article from The New York Times, emphasizing a quote that positions Google in a competition to “hook students as future customers.” The document repeatedly stresses the importance of gaining loyalty early in a user’s life, hinting at the potential for lifelong customers. It also suggests that incorporating YouTube into schools could create a pathway for future users and content creators.

Despite these ambitions, the documents acknowledge the challenges of introducing YouTube into educational settings, noting that the platform is often blocked and efforts to make it safe for schools have not been entirely successful. Concerns about the platform’s impact on mental health are also raised, with a 2024 presentation highlighting how users have expressed regret over spending excessive time on YouTube, leading to distractions from work or bedtime.

In response to the leaked documents, Google spokesperson Jack Malon refutes claims that the company is targeting schools with its marketing efforts. Malon emphasizes that YouTube does not directly market to educational institutions and that administrators have full control over its usage. Additionally, schools are required to obtain parental consent before granting students under 18 access to YouTube.

The trial for the social media addiction lawsuit, which includes Google among the defendants, is set to commence with jury selection starting on January 27th, 2026.