Gen Z Slang In Advertising — Slay Or Nay

As with all demographics throughout history, the younger generation has a lingua franca that sets them apart — Gen Z slang.

It is an amalgamation of languages, with words derived from African-American vernacular, gaming jargon and even simple acronyms. Organically grown and steeped in cultural references and inside jokes, proficiency demands comprehending years of lore, memes and an excessive amount of time spent online. And in some sense, it separates the girls that get it and the girls that don’t. #IYKYK

There is no other way to describe it than simply being ‘chronically online’, its place being only on social media platforms and that’s just fax, no printer. Which is why Gen Z slang always looks out of place in advertisements.

And I get it, it makes sense to speak the language of the demographic you’re trying to reach. It increases your chances of being noticed, expanding reach and visibility among Gen Z consumers. But it always seems a little contrived. One might even say, they ate but left all the crumbs.

Many ads have attempted to incorporate keywords like “slay” and “serving”. However, it’s almost like an old person trying to fit in with the cool kids — it’s giving sad, and also, cringe.

While it certainly grabs the attention of consumers, it gives the younger generation a visceral, bodily reaction of the ick and it just doesn’t hit the same. Periodt.

This approach just doesn't pass the vibe check. Gen Z slang is a system of references that belongs to a specific demographic, within a specific setting, and on a specific medium — and no, ads are not part of it. Not trying to gatekeep, but the co-opting of an organic language and using it for sales is intrusive to say the least.

There exist more effective and respectful ways to connect with the youth without being mid. Rather than alienating consumers with a careless string of random words, brands can and should strive to establish genuine connections and BFRFR for once.💅

A glossary for those above the age of 30 which also includes other must-know words to keep up with the times.