Certain brands have leveraged Gen Z slang and turned it into masterful campaigns. These brands understand that Gen Z doesn’t just want to be spoken to; they want to be spoken with, using language that feels authentic to their lifestyles. Incorporating these terms into your marketing isn’t just about throwing around slang—it’s about understanding the culture and mindset that created them.
But before we dive into how brands can effectively harness Gen Z slang, it’s important to first understand who Gen Z is and why they matter to your business. Gen Z, the demographic born between 1997 and 2012, is the largest, most diverse, and most technologically fluent generation to date. With over 2 billion members worldwide (including myself), Gen Z wields significant buying power and influence.
Short n’ Sweet: What You Need to Know About Gen Z
- We’re hard workers 💪 Gen Z currently makes up 30% of the world’s population and is expected to account for 27% of the total workforce by 2025. If you’re keeping track of time, that’s right around the corner.
- We’re savvy shoppers 🛍️ Gen Z’s buying patterns are different than the generations that came before. We’re not simply spending on whatever we want the moment we think of it; we are extremely deliberate with who gets our dollars, and when.
- We can smell inauthenticity from a mile away…and it stinks! 🦨💨 We’ve grown up in a world saturated with advertisements, so we know how to sniff out inauthentic messaging. Gen Zers value authenticity and seek genuine connections with brands that align with their values. It’s been proven that Gen Z is more likely to buy from companies that contribute to social causes (72%) or incorporate real testimonials in their marketing campaigns (82%).
Why Does This Matter for Your Brand?
Gen Z is the first generation to grow up entirely in the digital age. Simply put, we’re savvy, informed, and have a fine-tuned radar for anything that feels inauthentic. Brands that use Gen Z slang successfully are those that genuinely understand the nuances of these terms, and how they fit into the broader cultural landscape.
When done right, utilizing Gen Z slang and hopping on trends can help your brand connect with Gen Z on a deeper level, making your content feel more relatable and in-tune with the world they live in. However, proceed with caution—misusing these terms (or overdoing it) can come off as trying too hard, which is exactly what you want to avoid.
Brands that Nailed It:
Rare Beauty
Rare Beauty, founded by Selena Gomez, established a strong connection with Gen Zers early on with Gomez’s willingness to openly speak on social issues such as self-acceptance and body image. This has been key to Rare Beauty’s success with the Gen Z market, similar to the diversity and inclusion seen within Rihanna’s Fenty Beauty line.
As we learned, Gen Z is 72% more likely to purchase from brands that contribute to social causes. This earned media allows Rare Beauty to broadcast its brand messaging to millions while drawing audiences from multiple channels to social media spaces, making it easy to convert sales. And the best part is, they have fun doing it:
GUCCI
Gucci sought to differentiate itself by embracing digital technologies and unconventional retail strategies. Recognizing the tech-savvy nature of Gen Z, Gucci partnered with Superplastic to release a collection of 500 NFTs called “Supergucci.” As technology continues to evolve, it makes sense for Gucci to build platforms and experiences tailored to the generation that will shape the future.
For this campaign, Gucci leveraged the popularity of TikTok, one of Gen Z’s preferred social media platforms. The luxury brand strategically incorporated Gen Z slang, replacing “it’s good” with “it’s Gucci” to seamlessly connect with the demographic. This campaign serves as a prime example of how a brand can quickly become favored by Gen Z by adapting its approach and speaking the language of its target audience.
SKIMS
While musical artist Charli XCX has declared the “brat summer” era to be over, we can’t discuss Gen Z trends without mentioning this cultural phenomenon. “Brat summer” captivated Gen Z when Charli released her latest chart-dominating album, also titled “Brat.”
Recognizing the cultural impact of Charli XCX and the “brat summer” craze, the SKIMS clothing brand seized the opportunity. SKIMS, known for its ability to capitalize on emerging trends, featured Charli XCX as the face of its newest product rollout. This strategic move makes sense given that nearly 40% of SKIMS’ customer base is comprised of Gen Z consumers – a demographic the brand clearly understands well.
Incorporating Gen Z Slang in your Next Campaign
To effectively incorporate Gen Z slang into your next campaign, here are a few tips to get you by:
- Know your audience: Before you start peppering your content with slang, make sure it resonates with your target audience. Just because it’s popular with Gen Z, doesn’t mean it’s right for your brand.
- Use it naturally: Forced use of slang can make your brand seem out of touch. Incorporate these terms where they fit naturally into your content. Remember: we can smell inauthenticity a mile away, and every platform is different.
- Stay up to date: Slang evolves quick. Like, really quick. What’s trendy today might be “cheugy” tomorrow. Keep up with the latest trends by engaging with Gen Z where we spend most of our time — TikTok, YouTube, and Instagram.
- Give us a holler: Looking for help with your next campaign? Just call Findsome & Winmore! We’re here to take your brand from “mid” to “fire.”
Understanding and utilizing Gen Z slang in your marketing efforts can set your brand apart in a crowded digital landscape. It’s more than just words; it’s about grasping the meaning of a generation that values connection, authenticity, and relevance. So, go ahead and “slay” your next campaign, but remember — don’t “cap.”
Now, What the Heck Does Rizz Mean?!
And now, the moment you’ve all been waiting for. Behold: your ultimate guide to Gen Z slang, from a Gen Zer.
