Gen Z marketing glossary—key words and terms brands need to know

Last summer, the sentence “Livvy Dunne rizzed up Baby Gronk” circulated on social media, leading many internet users to declare themselves officially out of the loop with Gen Z slang. The phenomenon repeated a few months later when a song with similarly incomprehensible lyrics—such as “sticking out your gyatt for the rizzler”—went viral on TikTok. The very-online members of Gen Z are largely unphased by these terms, which often stem from African American Vernacular English, also known as AAVE, or LGBTQ+ slang. Many Gen Zers have even reveled in older generations’ confusion around these terms and have blended them into sentences—or songs—that are incomprehensible to older viewers but clear to those of a younger generation. Brands looking to engage with Gen Z have begun to infuse terms from “pookie” to “rizz” into their social posts or comment sections—which, when used correctly, can make a brand appear more relatable to the young consumers they’re aiming to reach. But Gen Z is quick to make fun of marketers’ improper use of internet slang, and brands can easily find themselves slapped with the dreaded comment of “silence, brand.” @duolingo why doesn’t anyone fall for an owl? #duolingo ♬ BAILEYS SOUND - Me! Below, we’ve rounded up some of the most widely used Gen Z vocabulary so you, too, can eat and leave no crumbs when making social media posts that will alter Gen Z’s brain chemistry and avoid being declared “cringe.” Aesthetic: The term “aesthetic” is used to categorize specific collections of fashion, beauty or lifestyle principles. The “clean girl aesthetic,” for example, revolves around dewy, natural-looking makeup and slicked-back buns. @maybelline clean gurl asthetic could never. #mobwife #mobwifeaesthetic #mobwifemakeup #maybellineemployee @Lucia Moreau ♬ original sound - Maybelline New York Read more about Gen Z and aesthetic trends Altered my brain chemistry: Something that “altered your brain chemistry” had a significant impact on your thoughts, emotional state or worldview, whether positively or negatively. Common sources of altered brain chemistry include pop culture moments; songs, or specific lyrics from them; movie or TV scenes; and personal life experiences. Ate: Saying someone “ate” has nothing to do with food; instead, it’s a way to say someone did something really well or looked especially attractive. For example, a TikTok user saying “she ate” in reference to a photo of Zendaya posing in a black dress means they think she looks stunning. The phrase “and left no crumbs” can optionally be tacked onto the end of “he/she/they ate” for emphasis. @dunemovie Ate and left no crumbs. #DuneMovie #DuneGlobalTour ♬ original sound - DuneMovie Babygirl: An affectionate nickname Gen Zers use to refer to endearing male celebrities or fictional characters, typically those who reject toxic masculinity and embrace androgyny in their fashion or behavior. Popular “babygirls” among Gen Z include Harry Styles, Pedro Pascal and Jacob Elordi. @planetfitness Josh from accounting is so babygirl #jacobelordi #gymtok ♬ queen of disaster with sparkles - ˚ ˚｡° ⋆♡˚🎀 ꒰ ྀི ◞ ˕ ก ꒱ ⭐️ Bestie: In its purest form, “bestie” is essentially a contemporary version of the term BFF—a nickname for one’s close friend. But for Gen Z, the word has also expanded beyond its literal meaning and become a broader term of endearment. “Hey, bestie!” is a common greeting among Gen Z both on and offline. Also read: 23 Gen Zers to know in advertising and marketing Bet: Gen Zers typically use “bet” as an affirmative response to a question or suggestion or to indicate agreement, essentially making it a trendier way to say “yes,” “sure” or “let’s do it.” For example, in response to someone asking, “Do you want to order a pizza,” a Gen Zer might simply reply, “Bet.” Bop/banger: “Bop” and “banger” can be used interchangeably to describe a song one particularly enjoys. “Banger,” though, has extended beyond music and is also used to refer to other things considered great or impressive, such as a viral (or potentially viral) social media post. Bussin: An adjective used to describe something that’s really good—or delicious, as “bussin” is typically used in the context of food. Cap: “Cap,” another word for “lie,” is often used as part of the phrase “no cap” when someone is emphasizing they aren’t lying about something. To call someone out on a lie, a Gen Zer might say, “That’s cap” or declare the person is “capping,” or lying. Coded: Derived from the term “queer coding” (the use of stereotypes or subtext to imply fictional characters are part of the LGBTQ+ community), “coded” is playfully used among Gen Z to refer to someone who shares personality traits with or appears similar to someone or something else. For example, Gen Zers will frequently use the phrase “me-coded” to describe a song, trending TikTok audio or a scene from a movie or TV series that they relate to. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Cringe: Shorthand for the term “cringeworthy” or cringe-inducing,” “cringe” is used to refer to something embarrassing or awkward that someone says or does. In general, Gen Z is more inclined to refer to older generations as cringe, as indicated by the rise of “millennial cringe” videos mocking millennial humor. Delulu: An abbreviation of the word “delusional,” “delulu” is often jokingly used by Gen Zers to describe their irrational beliefs or lines of thought. The related phrase “delulu is the solulu” (or “delusion is the solution”) has evolved into something of a mantra among Gen Z, referring to the idea that stubbornly maintaining an optimistic and confident mindset will lead to success—effectively an updated version of the phrase “fake it till you make it.” Also read: A marketing guide to Gen Z Era: An “era” refers to a period of time in one’s life associated with or defined by a specific interest, behavior, relationship status, career or other characteristic. It’s often used as part of the phrase “in my ‘blank’ era,” such as “in my villain era” or “in my hot girl era.” Taylor Swift’s ongoing “Eras Tour,” which highlights the different stages of her musical career, helped popularize the concept of “eras.” @cinnamontoastcrunchreal in my baking era ♬ original sound - CinnamonToastCrunch Fire: Similar to the term “bussin,” the adjective “fire” refers to something amazing or extremely cool. For example, a Gen Zer might say, “Your outfit is fire,” to someone as a compliment. Also read: 20 brands resonating with Gen Z in early 2024 Gagged: As an adjective, “gagged” indicates a state of shock or amazement, such as, “I was gagged by that album” or simply “I’m gagged.” “Gag” can also be used as a verb to describe the act of surprising or astounding someone, as in “That album gagged me.” Gaslight: The term “gaslight” has grown beyond its psychologically based definition of an abusive practice of manipulating another person to doubt their own beliefs or experiences. As a slang term, “gaslight” refers more broadly to any instance of someone twisting the truth or misleading another. Gatekeep: A person who “gatekeeps” on social media limits or withholds information from others, often by refusing to respond to questions about where they purchased something, such as an item of clothing or a makeup product. Those who decline to share details about the items they show in their social content are typically criticized and referred to as “gatekeepers.” @lemon8_us hot girls don't gatekeep 🌸 share your tips and get connected with your community! Follow alxxza on Lemon8 for more! #lemon8us #lemon8 #skincare #skincareroutine #skincareproducts #dayinmylife #beautyfinds ♬ original sound - r & m <3 ⸆⸉ Girlboss: Though some Gen Zers identified with the concept of the ”girlboss”—an ambitious and successful woman—during its surge in 2021 and 2022, the term is now largely used ironically among the age cohort. It’s now often used as part of the phrase “girlbossed too hard” or “girlbossed too close to the sun” (a reference to the myth of Icarus) to describe unintentional success or success that leads to new responsibilities. Glow-up: A term to describe a positive transformation in a person’s life, whether it be a change in their physical appearance, their lifestyle, or their emotional or mental state. Gyatt: A slang term for a big butt, stemming from the phrase “goddamn” often said in reaction to seeing someone with a large rear end. Streamer and YouTuber Kai Cenat, who was charged with sparking a riot in New York last summer, helped popularize the word “gyatt” among younger Gen Zers. View this post on Instagram A post shared by Duolingo (@duolingo) IJBOL: An acronym of the phrase “I just burst out laughing,” “IJBOL” is used in the same way as previous abbreviations of amusement such as “LOL” (“laugh/laughing out loud”) or “LMAO” (“laughing my ass off”). Unlike those acronyms, though, “IJBOL” has its roots in the K-pop community. “I’m dead”/“I’m weak”: Like “IJBOL,” “I’m dead” and “I’m weak” are two different ways Gen Zers indicate they find something funny, such as they’re “dead” or “weak’ from laughing so hard. It’s giving: A phrase used to compare something, such as an event or piece of media, to another thing with similar characteristics. For example, someone might say, “It’s giving ‘Reputation’” if another person’s outfit matches the black-and-white aesthetic of Taylor Swift’s album “Reputation.” “Living rent-free”: Something “living in your head rent-free” means you can’t stop thinking about it or that it frequently comes to mind—often an iconic pop culture moment or a song, movie or other piece of media. It can be used interchangeably with the phrase “My Roman Empire,” which arose last year and similarly refers to a topic a person fixates on. @hottopic the feather choreo lives in our mind rent free 😤 #sabrinacarpenter #featherdance #jingleball2023 ♬ original sound - Hot Topic Main character energy: Sometimes referred to as “main character syndrome,” “main character energy” is a popular mindset among Gen Z focused on romanticizing one’s life and prioritizing their own needs and happiness—or, in other words, considering oneself as the protagonist of their life, rather than a side character. But saying someone has “main character syndrome” can also have a negative connotation when referring to someone who tries too hard to be the center of attention. Mid: An adjective used to describe something mediocre or underwhelming, such as, “That movie was mid.” Mother: When Gen Z calls someone “mother,” they’re almost never referring to their parental figure. Instead, it’s a term they reserve for celebrities they deeply admire or idolize, no matter their age or gender (though Gen Z often calls male celebrities “father” instead). They may also use “mother” as a verb while gushing over their favorite celebrity, as in the phrase, “Mother is mothering.” mother has arrived https://t.co/buuQPwUD1t— Chili's Grill & Bar (@Chilis) February 11, 2024 NPC: An acronym for the term “non-playable character,” which originates from the gaming world, “NPC” has evolved into an insult to describe someone who lacks originality or strong opinions and lets themselves be swept along by the social media trend cycle. OOMF: Often used on X, formerly Twitter, and TikTok, OOMF stands for “one of my followers” or “one of my friends” and is used to refer to a specific social media follower or real-life friend without directly identifying them. Also read: Inside Pinterest’s efforts to court Gen Z Out of pocket: While millennials or Gen Xers may know the phrase “out of pocket” to mean someone is away from the office or unreachable by phone or email, Gen Z instead uses “out of pocket” to describe inappropriate or chaotic behavior. Pookie: A cutesy, gender-neutral nickname for one’s friends or romantic partner. @quizlet Replying to @•☆🌿July ( Josh's Version) 🪻☆ those math grades better be 🆙 #fyp #foryou #joshhutchersonedit #capcut #studymotivaton #quizlet ♬ i wouldnt mind wterf11 remix - mereanamordegardglesgorv Ratio: Though it may have started out as a math term, for Gen Z, a “ratio” is when a reply to a post generates more engagement—including comments, likes and, on X, reposts—than the original post. They may also mockingly reply to a post they disagree with using just the word “ratio” in hopes of racking up more engagement on that comment and ratio-ing the original poster. Rizz: Dubbed Oxford’s “Word of the Year” in 2023, “rizz” is a shortened form of the word “charisma” and refers to one’s charm or attractiveness, particularly in relation to their ability to woo a potential romantic partner. The related verb “rizz up” means to flirt with or romance someone. (And no, Livvy Dunne did not actually “rizz” up Baby Gronk.) Have you considered rizzing them up with a letter? 🤔— U.S. Postal Service (@USPS) January 24, 2024 Serve: If someone is “serving,” it means they look especially attractive or striking. The phrase “serving looks” can be used to underscore how attractive the person looks, and “serve” can also take on a similar meaning as a noun, as in “That outfit is such a serve.” @flynorse One thing about us… we’re gonna serve:nail_care::skin-tone-2::airplane: #flynorse #travel #flightattendant ♬ original sound - Hs love bot :notes::christmas_tree: “Silence, brand”: A common response from Gen Zers to marketers’ out-of-touch efforts to engage with the age cohort on social media, often accompanied by a meme of a crab shooting laser beams out of its eyes. Situationship: An often-confusing middle ground between friendship and a romantic relationship that characterizes the love lives of many Gen Zers. situationship but the situation is that i don't like u— SOUR PATCH KIDS (@SourPatchKids) February 9, 2024 Slay: Someone who “slays” or “is slaying” is doing something extremely well or achieving something impressive, similar to the phrase “killing it.” It can also take the form of a noun, in which case a person would describe someone’s accomplishment as “a slay,” or the word “slay” can be used on its own as an encouraging response to someone. For example, if someone told a Gen Zer they passed a difficult exam, that Gen Zer may simply reply “slay.” @gisou Did somebody say slay for the holidays? @breakfastatbetsys ✋🔥 #gisou #hairtok #hairoil ♬ did somebody say slay - 💚💜Stone_Milker💛🖤 Sleep on: To “sleep on” something means to ignore or fail to recognize something deserving of attention. It’s often used as part of the phrase “don’t sleep on ‘blank,’” as part of an effort to celebrate or raise awareness of a person or thing. Sus: Short for “suspicious,” “sus” is used to refer to something odd or out-of-character. For example, if a person is behaving strangely, a Gen Zer would say they’re “acting sus.” Tea: A slang term for gossip or a juicy story. It’s often used as part of a verb phrase such as “spill the tea,” which is a way to urge someone to share the gossip with you. Touch grass: A common internet insult, telling someone to “touch grass” means you think they’re spending too much time embroiled in social media drama and they need to spend some time offline. Understand the assignment: To “understand the assignment” means to do an amazing job on something, whether it be directed toward an actor who performed a role exceptionally well or a marketing team who ran an engaging social media campaign. @espn They understood the assignment 🤝 (via @skitheday) #ski #skiing #wedding ♬ Originalton - suneysounds ♬ Vibes: The term “vibes” is often used to describe one’s general feelings or thoughts about a person, place or thing in conjunction with an adjective, such as “good vibes,” “bad vibes,” “rancid vibes,” et cetera. Relatedly, the phrase “vibe check” means to evaluate the mood or thoughts of another person or group of people. Yap: A verb used to lightheartedly refer to someone posting excessively on social media or being overly wordy in their social posts. listening to her yap about OREO cookies >>— OREO Cookie (@Oreo) February 28, 2024

Gen Z marketing glossary—key words and terms brands need to know

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