In the dynamic world of public relations and marketing, brands are increasingly adopting Gen Z slang to resonate with younger audiences. While this strategy can yield humorous and engaging results when executed authentically, it risks appearing forced and inauthentic if mishandled.
A prime example of successful Gen Z language integration, tech retailer Curry’s launched a series of hilarious social media videos features staff members using Gen Z phrases. The microwaves “giving me life” or the fridges having “no cap” quickly became a trend that all brands wanted to jump on. This sarcastic campaign played into the difficultly of understanding Gen Z language which ironically harboured the support of Gen Z consumers. This strategy humanised the brand with relatable content and was such a success they released a part two of young staff members using millennial language.
As Gen Z emerges as a dominant consumer group and influential force in market trends, brands are keen to secure their loyalty. However, merely peppering marketing materials with terms like “rizz” or “cheugy” is insufficient and can backfire if not done thoughtfully.
Here are some golden rules to keep in mind when you are trying to reach this audience:
Don’t Fake It
If you don’t understand the slang, don’t use it. Gen Z would rather you stick to your brand’s authentic tone than risk coming across as out of touch.
Show, Don’t Tell
Actions speak louder than words. If your brand talks about inclusivity or sustainability, back it up with real initiatives, like Glossier’s use of diverse influencers or Patagonia’s long-standing commitment to the environment.
Choose the Right Platforms
For Gen Z, TikTok, Instagram, and YouTube are where it’s at. But don’t rule out platforms like LinkedIn if your product or service skews more professional. Just make sure your content matches the platform’s vibe.
Leverage Influencers Wisely
Gen Z trusts influencers — but only those they perceive as genuine. A well-chosen creator with a natural affinity for your brand can elevate your messaging and expand your reach.
Be Playful and Real
Embrace humour, absurdity, and even a little self-deprecation. But above all, make sure it aligns with your brand’s identity.
Gen Z consumers are media-savvy, more so than previous generations at their age. They value authenticity and can easily identify when brands are pandering without genuine engagement. Therefore, building meaningful connections through understanding their values, interests, and communication styles is crucial.
In conclusion, while keeping in the loop of emerging trends is essential, success lies in authentic engagement and creating content that resonates genuinely with younger audiences, rather than relying solely on trendy language.
At Prohibition, we believe in creating campaigns that not only stand out but also drive tangible results. Whether it’s a clever twist on nostalgia or an impactful purpose-driven initiative, we can help you craft the perfect strategy for your brand. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160.
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