25 Gen Z Marketing Terms for Modern Campaigns

Gen Z, born between 1997 and 2012, makes up 30% of the world’s population and wields over $450 billion in spending power. To grab their attention (within their famously short 8-second span), brands need to use their slang authentically and naturally. This article covers 25 key terms like "lit", "slay", and "no cap" to help you craft campaigns that resonate. Here’s a quick glimpse of what you’ll learn:

• "Lit": Describes something exciting or excellent.
• "Slay": Doing something exceptionally well.
• "No Cap": Being truthful.
• "Drip": Stylish appearance.
• "GOAT": Greatest of all time.

These terms, rooted in Gen Z’s digital culture, can make your marketing feel more relevant and relatable. But remember, authenticity is key - forced usage can backfire. Dive in to learn how to use these phrases effectively and avoid being labeled "mid" (mediocre). Let’s break it down.

Every Genz & Alpha Slang Explained in 10 Minutes

1. Lit: Extremely Good or Exciting

"Lit" has its roots in African American Vernacular English and has evolved to mean something exceptionally exciting or excellent [3]. While it originally referred to being "intoxicated", Merriam-Webster explains that the term now captures a sense of energy and excellence [4].

For brands aiming to connect with Gen Z, using "lit" effectively requires genuine, context-appropriate application. It’s perfect for describing high-energy events, standout products, or anything that sparks enthusiasm among this audience [5]. Here are some examples of how "lit" can be used in marketing:

Brands like ASOS have shown how using Gen Z slang authentically can resonate with this audience [2]. When labeling something as "lit", ensure it genuinely delivers excitement and shareable moments. Thoughtful use of terms like this can help build stronger connections with Gen Z consumers, paving the way for using other key slang in your marketing efforts.

2. Slay: Doing Something Well

"Slay", rooted in AAVE and LGBTQ+ cultures, has become a go-to term for doing something exceptionally well. It first gained broader attention in 2009 thanks to RuPaul's Drag Race and later became a cultural staple with Beyoncé's 2016 hit "Formation", where the phrase "I slay" took center stage [6].

Today, marketers use "slay" to convey confidence and top-tier performance. The key to using it effectively in campaigns? Keep it genuine, especially when targeting Gen Z. Here are some ways brands have successfully integrated "slay" into their messaging:

One standout example comes from the Royal Armouries Museum in Leeds. They used "slay" in a TikTok video to describe their exhibits, mixing education with modern slang. The result? Millions of views and a viral moment [8][9].

How to use "slay" effectively:

• Highlight real accomplishments.
• Pair it with popular emojis like 💅, 🔥, or 💁‍♀️.
• Make sure it fits your brand's tone.
• Respect its cultural roots.

Done right, "slay" can add a fresh, relatable energy to your campaigns.

3. Lowkey/Highkey: Subtle vs. Obvious

In Gen Z's digital language, "lowkey" and "highkey" describe how intensely something is expressed. "Lowkey" suggests subtlety, while "highkey" conveys something obvious or intense [10].

These terms, rooted in AAVE, have become key tools for marketers aiming to connect with Gen Z audiences. Here's how brands are using them effectively:

A great example of blending both approaches comes from HighKey Enterprises LLC. Co-founder Luke Lintz shared their strategy:

"Influencer marketing strategy and giveaways are still one of the best tools for getting the organic growth and exposure for your brand. However, we wanted to take that low-key strategy to the next level. We added a HIGH-KEY element: our influencers are celebrities and superstars, and our giveaway prizes are expensive luxury items." [13]

Here’s how you can use "lowkey" and "highkey" in your marketing:

• Lowkey: Perfect for soft launches, subtle product placement, or building curiosity.
• Highkey: Great for emphasizing standout features or making bold statements.
• Tailor your approach to your brand's voice and audience preferences.

Lakrids by Bülow's "Share it with a hater" campaign is a standout example of lowkey marketing. This subtle strategy led to impressive results: 33% awareness growth in Denmark, 43% in Germany, 44% in Great Britain, and 30% in Sweden [12]. Their understated messaging showed that subtlety can drive major impact.

4. Savage: Boldly Honest

"Savage" reflects a fearless, unapologetic approach in the digital world. For Gen Z, it embodies confidence, boldness, and genuine self-expression.

The term became widely recognized thanks to music culture, particularly Meghan Thee Stallion and Beyoncé's 2020 hit "Savage" [14]. Here are some examples of how brands have tapped into "savage" marketing:

These campaigns show how bold, "savage" tactics can grab attention and deliver results.

For marketers aiming to connect with Gen Z, weaving "savage" elements into campaigns means:

• Crafting bold, honest messages
• Aligning edgy content with current cultural moments
• Keeping the right mix of daring creativity and professionalism

Gen Z appreciates brands that show personality and aren't afraid to take a stand [16].

5. Ghost: Ignore Someone

"Ghosting" is when someone suddenly cuts off all communication without explanation. It's a common behavior among Gen Z, showing up in both personal and professional interactions.

Studies reveal that 84% of Gen Z and Millennials have been ghosted, while 77% of Gen Z admit to ghosting others. On the professional side, 1 in 4 people have quit their jobs without notice[17].

Ghosting in the Workplace

Ghosting isn't just a social issue - it’s affecting workplaces too. Here’s how it plays out:

These numbers show how a lack of communication can lead to extra costs and damaged reputations.

Dr. Alexander Alvarado, a licensed clinical psychologist, sheds light on the behavior:

"The high rate of reciprocal ghosting may be due to a cyclical emotional pattern. Once people experience the discomfort of being ghosted, they might unconsciously adopt the same behavior as a self-defense mechanism, thinking that it's better to disengage first than risk emotional harm."[17]

This pattern extends to brands as well. When companies ignore comments, direct messages, or mentions, they risk being seen as "ghosting" their audience. This can harm their reputation and trustworthiness[18].

The Cost of Poor Communication

Social media amplifies the effects of ghosting. For example, 34% of U.S. workers - and nearly half (48%) of Gen Z employees - have shared negative posts about their employers online[19]. To build trust, companies need to prioritize open and responsive communication.

Some brands are fighting back with campaigns that promote honesty and dialogue. As Marriage and Family Therapist Lindsay Huckaba points out:

"Direct communication about incompatibility clarifies relationships."[17]

6. Salty: Upset or Angry

"Salty", originally from AAVE (African American Vernacular English), is now widely used to describe someone visibly irritated or jealous over minor issues [20].

When someone is "salty", it usually means they're annoyed or envious, often triggered by someone else's success [11]. This term has found its way into everyday conversations and even marketing strategies. For example, its connection to emotions has influenced the food and beverage industry, where the term has inspired new product trends like "swalty" (a mix of sweet and salty). Research shows Gen Z has a growing preference for "swalty" products, with this trend expected to rise by 32% by 2028 [22].

"Understanding Gen Z is one thing, but adapting to this generation's evolving and experimental palate is critical for restaurants to drive meaningful traffic." [22]

One standout campaign that embraced this trend was Orchard Valley Harvest's "Sweet N Salty" initiative in May 2023. Featuring an animated character named Ovie, the campaign resonated with Millennials and Gen Z audiences, showing how brands can weave the term into their strategies in a relatable way [21].

For brands looking to tap into this trend, here are some tips:

• Monitor Gen Z's social media conversations for context [15]
• Use "salty" sparingly and in ways that feel natural
• Ensure it aligns with your brand's identity and values
• Avoid overusing it or forcing it into messaging, which can come across as out of touch

"As consumer preferences evolve, swalty is becoming a key trend in the candy and snack industry. Manufacturers can create bold products that reflect Gen Z's adventurous tastes, helping brands stand out and succeed." [22]

7. Simp: Excessive Admiration

The term 'simp' has become a key part of Gen Z's digital vocabulary. It originally emerged in early 2000s African American communities and now refers to someone who goes overboard in showing admiration or effort to impress, often without getting the same energy in return [23]. To use this term effectively in marketing, it's important to grasp its current cultural meaning and context.

Google Trends highlights its growing popularity, with searches for "simp" doubling between late 2018 and late 2019 [24]. Platforms like TikTok and Twitter have played a big role in making it a mainstream term among Gen Z [23].

If you're considering using "simp" in your campaigns, here are some tips:

• Focus on Positivity: Use it to highlight enthusiasm or dedication to your brand, steering clear of its negative undertones [25].
• Pick the Right Platforms: Stick to spaces where Gen Z actively uses the term, like TikTok and Instagram [25].
• Stay Authentic: Make sure the term fits naturally with your brand's tone and messaging [25].

For example, you could use 'simp' in social media polls, playful posts, or campaigns that celebrate loyal fans. Gen Z humor leans toward absurdity and surrealism [26], so any use of the term should match that vibe while staying consistent with your brand's identity.

8. No Cap: No Lie

"No cap" is a phrase that means "no lie" or being truthful. It comes from African-American Vernacular English (AAVE) [27].

Understanding the cultural roots of this term is key for marketers aiming to connect with Gen Z. Kelly Elizabeth Wright, assistant professor of language sciences at the University of Wisconsin-Madison, sheds light on its history:

"Cap or capping has referenced bragging, exaggerating, or lying since the early 190's" [28].

To use "no cap" effectively in marketing, staying genuine is critical. Gen Z is especially skilled at spotting insincere efforts. Here are some ways to incorporate the term properly:

• Use it in the right context: Highlight real product features or brand promises.
• Choose the right platforms: Stick to spaces where Gen Z naturally uses this language, like TikTok or Instagram.
• Be truthful: Any claim tied to "no cap" must be accurate and provable.

For example, Curry's, a tech retailer, boosted engagement by featuring staff casually using "no cap" in product conversations.

Marketing expert Sadie Straw emphasizes the importance of authenticity:

"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" [29].

Using "no cap" goes beyond trendy slang. It’s about showing you understand Gen Z’s culture and values, while proving your claims with real actions.

9. Periodt: Final Statement

"Periodt" serves as a bold way to signal the end of a statement. Originating from African American Vernacular English (AAVE), it gained traction through black queer communities [30]. It works much like saying "end of story" or "that's it" [31].

This term isn't just for casual conversations. It adds weight to declarations. For example, when Michelle Obama echoed "periodt" after a crowd member in 2018 [34], it highlighted how the word has become a symbol of confident and impactful communication.

In marketing, using "periodt" effectively requires staying genuine. Gen Z expert Chelsea Krost puts it perfectly:

"Don't try to be cool; just be authentic." [32]

Brands can use "periodt" to:

• Make bold, definitive statements
• Showcase product strengths
• Reinforce values like inclusivity and diversity

In professional settings, "periodt" can also emphasize agreement or commitment. For instance, if an employee says, "We need to focus on diversity and inclusion", a manager might respond, "Absolutely. Periodt! It's essential for creating a welcoming workplace" [30].

As MMGuardian explains:

"Periodt means period with added emphasis. Periodt is an internet slang interjection that signifies the end of a conversation." [33]

Up next: Dive into "Tea" and discover how it can bring even more energy to your messaging.

10. Tea: Gossip or News

The term "tea" has evolved from referring to a beverage to symbolizing juicy gossip in Gen Z's vocabulary. Originating in African American Vernacular English (AAVE) and LGBTQ+ culture, it has now become a popular expression on social media.

When someone from Gen Z asks, "What's the tea?" they're looking for the latest gossip, not a cup of Earl Grey. Jennifer Allen from The Associated Press clarifies:

"Next time you hear a young person ask, 'What's the tea?', chances are they're not referring to the actual drink but prompting you to gossip." [35]

This evolution from drink to slang has opened up opportunities for brands to use "tea" as a storytelling device that resonates with younger audiences.

How Brands Are Using "Tea"

Like "lit" and "slay", "tea" adds a modern flair to brand messaging, aligning with how Gen Z communicates. Tetley Australia tapped into this trend with their February 2023 campaign. They leaned into the "spill the tea" phrase across various platforms - film, outdoor ads, and social media - to position tea as a way to foster social connections. Divya Shrivastava, Tetley's Head of Marketing ANZ, explained:

"'Spill the tea' is already in the vernacular of many young Australians for when they've got significant or exciting news to share, so it was the perfect way for Tetley to deliver to this need with new irreverence." [36]

Tips for Using "Tea" in Marketing

Here’s how you can incorporate "tea" into your campaigns effectively:

• Share content that sparks conversations and appeals to Gen Z's love for gossip.
• Position your brand as a go-to source for buzzworthy updates.
• Create moments that encourage storytelling and social interaction.

Make sure to use "tea" only when you have something truly worth sharing. As Tetley's campaign shows, this approach can connect traditional products with modern communication styles, creating campaigns that resonate with younger audiences.

Up next: "Yaaas/Yikes" and how emotional cues can elevate your messaging.

11. Yaaas/Yikes: Strong Agreement/Disapproval

"Yaaas" shows enthusiastic approval, while "Yikes" expresses disapproval. Both are key parts of Gen Z's online language.

Where These Terms Come From

"Yaaas" has its roots in LGBTQ+ ball culture and gained attention through the 1990 documentary Paris Is Burning. Oxford Dictionaries officially added it in 2017, defining it as an exclamation for "expressing great pleasure or excitement" [37]. Stretching out the spelling (like "Yaaaas") makes the enthusiasm even stronger.

"Yikes", on the other hand, has become Gen Z's favorite way to react to awkward or uncomfortable situations [38]. These backgrounds make both terms useful tools for brands aiming to connect with younger audiences.

How to Use Them in Marketing

When used correctly, these expressions can add personality and relatability to your campaigns, much like other Gen Z slang.

Ways to use "Yaaas":

• Celebrate major milestones or achievements.
• Share customer success stories.
• Highlight your brand's wins.
• Show support for community efforts.

Ways to use "Yikes":

• Acknowledge and address customer pain points.
• Use humor to tackle challenges.
• Show your brand's self-awareness.
• Respond to feedback or concerns in a relatable way.

Tips for Success

To make the most of these expressions, keep these tips in mind:

• Match the context: Make sure the term fits your brand's tone and the situation.
• Use them wisely: "Yaaas" works for excitement, while "Yikes" fits when addressing issues.
• Keep it genuine: Avoid forcing these terms into your messaging.
• Stay updated: Keep an eye on how Gen Z evolves their use of language [39].

12. Stan: Super Fan

The term "stan" comes from Eminem's 2000 song "Stan", which tells the story of an obsessive fan. It's a mix of "stalker" and "fan" and works as both a noun ("I'm an Adele stan") and a verb ("I stan for Adele"). Merriam-Webster added "stan" to its dictionary in 2019, recognizing its cultural influence [40]. Knowing the history of this term helps explain its cultural weight and offers insight into how brands can connect meaningfully with their most devoted followers.

Using Stan Culture in Marketing

Brands today are tapping into stan culture in creative ways. Take Chili's, for example. In December 2023, they temporarily rebranded as "Chili's Barbz and Grill" to celebrate Nicki Minaj's album "Pink Friday 2." They even created a Midjourney image showing pink smoke rising from a Chili's restaurant in a virtual space called "Gag City" [42]. This shows how brands can tap into stan culture to build buzz and connect with passionate fan communities.

Tips for Brands

What to do:

• Make shareable video content fans can remix.
• Interact with fans in a genuine way, beyond just basic customer service.
• Create spaces specifically for superfans.
• Show appreciation for loyal followers.

What to avoid:

• Forcing stan culture when it doesn’t fit your brand.
• Ignoring the complexity of fan engagement.
• Underestimating how much influence passionate fans can have.

When brands genuinely connect with stans, these superfans can act as a powerful, unpaid PR team, sparking conversations and shaping cultural trends [41].

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13. Shook: Shocked or Surprised

"Shook" originated in 1990s hip-hop and has since become a popular way to describe feeling shocked or deeply moved, especially in online conversations. When someone says they're "shook", they’re expressing a strong emotional reaction - something that hits hard and leaves a lasting impression.

Why It Matters

To connect with Gen Z in a meaningful way, shook can be a powerful tool. It’s perfect for highlighting moments that go beyond the ordinary, creating a sense of awe or excitement that grabs attention and sticks.

How to Use It Effectively

When crafting content, focus on creating moments that truly surprise or emotionally engage your audience. Here are a few tips:

• Build suspense around big announcements or launches.
• Use storytelling that feels genuine and taps into real emotions.

When to Use and When to Avoid

Ideal Scenarios:

• Announcing groundbreaking products.
• Sharing bold rebranding efforts.
• Highlighting unexpected partnerships.
• Revealing major company news.

Avoid in These Cases:

• Routine updates or announcements.
• Standard promotional campaigns.
• Highlighting minor product details.

Reserve shook for moments that genuinely stand out and evoke strong emotions. This ensures it maintains its impact and continues to resonate with Gen Z.

14. Sis: Friend or Ally

"Sis" is more than just a word for a female sibling. For Gen Z, it's a go-to term for expressing friendship, support, and a sense of community.

Why It Matters

The term plays an important role in various spaces, particularly within LGBTQ+ communities and female-centered groups. It’s a quick, relatable way to build connections and show genuine camaraderie, especially online.

Marketing Potential

A standout example is Cleo, a fintech app that leans into "Big Sister Energy" as part of its brand identity. This shows how using familial language can make a brand feel welcoming and approachable [44].

Tips for Using "Sis" Effectively

Here’s how to use "sis" in your campaigns:

• Stay Genuine: Use the term in a way that aligns with your brand’s tone and values.
• Focus on Community: Craft messages that encourage a sense of belonging.
• Be Respectful: Understand its cultural roots and avoid using it inappropriately [39].

Where It Fits

"Sis" shines in:

• Social media interactions
• Direct communication with customers
• Campaigns that emphasize community
• Empowering or uplifting messages

For instance, a beauty brand might reply to a customer with, "Thanks, sis, you're amazing!" or use "Sis, check this out!" to highlight a new product. These approaches create a friendly, relatable vibe [43].

How It Shapes Your Brand Voice

When used thoughtfully, "sis" helps shift your brand voice to a more conversational and approachable tone, building stronger connections with your audience.

Next, we’ll dive into another term that’s making waves in modern marketing.

15. Bet: Agreement or Challenge

The term "bet" is a quick way to show agreement or acceptance. It comes from AAVE (African American Vernacular English) and has found its way into everyday language. To use it effectively, it’s important to respect its origins and apply it thoughtfully in your communication. Here's how you can incorporate "bet" into customer interactions and campaigns.

When to Use "Bet"

• Customer Service: Use casual phrases like "Bet, I got you" to confirm your commitment in a friendly way.
• Social Media: Respond to positive feedback with a simple "Bet!" to keep the tone conversational.
• Campaign Messaging: Include "bet" in calls-to-action to encourage audience agreement and connection.

Tips for Using "Bet" Effectively

• Keep the tone casual, especially in informal settings or on social media.
• Use it when confirming plans or acknowledging positive comments.
• Ensure your tone stays upbeat and aligns with your brand’s personality.

Example Interaction

Customer: "Can't wait to try your new product!"
Brand: "Bet! You're gonna love it."

This term helps make your conversations more relatable and engaging while keeping things professional. Just like other terms we've covered, using "bet" works best when done with authenticity and cultural awareness.

16. Cap: Lying or Fake

In Gen Z slang, "cap" refers to lying or being fake, while "no cap" means being truthful. This term has become a key part of modern communication, especially when marketing to younger audiences. For brands, being genuine is a must - authenticity can either drive success or lead to failure.

Understanding "Cap" in Marketing Context

Marketers looking to connect with Gen Z need to understand how this term reflects their values.

"We can smell inauthenticity from a mile away…and it stinks!" – Emily Baker [1]

How to Use "Cap" Effectively

• Focus on Being Genuine
  Highlight real benefits instead of making overblown claims. Using "no cap" in campaigns can emphasize honest achievements or customer stories.

• Stay in the Right Context
  Use the term naturally and in settings where it makes sense. For instance, Curry's recent social media campaign effectively incorporated Gen Z language, creating a connection with their audience [29].

• Match Your Brand Voice
  Make sure "cap" fits your brand's tone. As marketing expert Sadie Straw explains:

  "Gen Z would rather you stick to your brand's authentic tone than risk coming across as out of touch" [29].

Examples of Using "Cap" in Marketing

17. Mid: Average or Mediocre

"Mid" is a Gen Z term used to describe something as average or not impressive. While its roots trace back to the early 2000s, where it referred to mediocre experiences, today it’s a sharp critique aimed at products, services, or brands that fail to stand out.

"Mid is a fun word that I find indicative of the ways in which the newer generations are using language, particularly how younger users find ways to downgrade less-than-pleasant experiences."
– Kelly Elizabeth Wright, postdoctoral research fellow in language sciences at Virginia Tech [45]

Getting labeled as "mid" can hurt a brand’s reputation and reduce customer interest. To avoid this, brands should consider:

• Be Honest About Weak Spots: Acknowledge areas that need improvement. Showing you're aware and working on it builds trust.
• Showcase What Sets You Apart: Use clear examples to prove your products or services go beyond "just okay."
• Stay Alert to Changing Perceptions: Keep an eye on how "mid" is being used - it often carries a more negative tone now [45].

In short, being called "mid" isn’t just neutral - it signals mediocrity. To steer clear of this label, focus on delivering standout experiences and communicating openly with your audience. Don’t let your campaigns fall into the "mid" category as you tackle the next trends.

18. GOAT: Greatest of All Time

The term "GOAT", which started in basketball circles, has become a popular way to celebrate top-tier skills, achievements, or qualities - especially among Gen Z audiences [47].

When using "GOAT" in marketing, it’s important to reserve it for truly standout qualities and accomplishments [15].

"As the nation's number one male fragrance, we've elevated Lynx Africa to Goat status. We're continuing to evolve the brand in line with Gen Z's values, interests and aspirations to recruit the next generation of shoppers by getting closer than ever to their world." – Josh Plimmer, senior brand manager at Lynx [48]

Lynx Africa demonstrated this with their £13 million "Goat" campaign in May 2023. This multi-channel effort included:

• Animated content featuring a goat holding the product
• Collaborations with Twitch to connect with the gaming audience
• Anime-style social media content tailored for Gen Z
• Limited-edition packaging emphasizing their "GOAT" status [48]

Another example is Under Armour’s partnership with Stephen Curry, which reinforced the brand's dedication to excellence in a way that resonated with younger consumers [46]. These campaigns show how using "GOAT" strategically can strengthen a brand’s reputation.

To make the most of "GOAT", back it up with real accomplishments, tie it to Gen Z values, and apply it consistently across your marketing channels.

19. Slay All Day: Constant Success

"Slay All Day" builds on the energy of "slay" by representing consistent achievement and success. This phrase captures the idea of ongoing excellence, a message that resonates deeply with Gen Z. It’s more than just slang - it’s a cultural touchpoint that brands can use to connect with this audience on a meaningful level.

ASOS has mastered this by weaving phrases like "slay all day" and "goals AF" into their product descriptions. This approach has helped them engage Gen Z shoppers more effectively [2].

"Understanding your audience's language is the cornerstone of successful marketing. Staying in tune with their evolving language is crucial. By incorporating their slang into your campaigns, you're not just speaking their lingo but you're showing that you understand and value them." - Barker & Christol, LLC [7]

If you want to use "Slay All Day" successfully, here’s how to do it:

• Stay Genuine: Make sure the phrase fits naturally within your brand voice. Forced usage can feel disingenuous.
• Be Strategic: Use it in contexts where celebrating consistent success makes sense.
• Go Multi-Channel: Apply it across platforms - social media, email, product descriptions - while keeping the tone consistent.

A great example of this is Popeyes' "Girl Dinner" menu item in 2023. By tapping into Gen Z’s language, they boosted social media engagement and sales [7].

Where does "Slay All Day" shine the most? Think:

• Social media posts
• Product descriptions
• Email campaigns
• Interactive challenges
• Brand storytelling efforts

The key is to use slang in a way that feels natural. When done right, brands can see stronger connections with their audience and improved engagement [7]. But remember: it only works if it aligns with your brand’s identity.

20. Vibe Check: Mood Assessment

"Vibe check" is a slang term used to gauge the mood, energy, or atmosphere of a situation, group, or individual [49]. It first gained traction on social media in November 2019, quickly becoming a cultural phenomenon [50].

For brands, this concept is a helpful tool to evaluate the tone of their campaigns while connecting with audiences in a way that feels genuine.

"Gen Z is all about that authenticity and transparency. They can sniff out fakers from a mile away, and they won't hesitate to call you out on it." – Nikini Kumarasinghe [52]

A great example of this is Flipkart's September 2024 #BBDVibes campaign. They combined graffiti-style billboards, Instagram features, WhatsApp interactions, personalized bot offers, and meme-based content. This led experts to comment:

"Flipkart not only passes the vibe check – they're hosting the event" [53]

To successfully bring the "vibe check" idea into your marketing efforts:

• Be Genuine: Share behind-the-scenes content that reflects your brand's true values.
• Focus on Visuals: Create content that matches the tone and feel of your campaign.
• Avoid the Fake: Steer clear of performative gestures or forced trends.

You can use "vibe check" strategies in various ways, such as:

• Running social media polls to understand your audience's mood.
• Crafting email subject lines that resonate with customer sentiment.
• Gathering feedback during product launches.
• Building community engagement campaigns.
• Evaluating your brand's personality and tone.

"Vibe check refers to assessing the mood or atmosphere of a situation or the feelings of the people involved. It's often used to ensure that everyone is on the same page regarding the energy or emotion in a space" [51].

21. I'm Dead/I'm Dying: Very Funny

The phrases "I'm Dead" or "I'm Dying" are Gen Z's way of saying something is so funny it’s almost overwhelming. These expressions, rooted in internet memes and social media culture, are shorthand for extreme amusement.

If you're a marketer, here's how to use them effectively:

• Stick to light-hearted, funny situations.
• Pair them with laughing emojis (😂) for a more relatable touch.
• Reserve them for informal platforms like social media.
• Save them for genuinely hilarious moments - don’t overuse.

Up next, we’ll dive into how emotional terms like "Simping" can add depth to your messaging.

22. Simping: Showing Too Much Attention

"Simping" has shifted from being a negative term for over-the-top, attention-seeking behavior to one that celebrates playful and sincere admiration. Between 2018 and 2019, its use doubled on social platforms like TikTok and Twitter [24][55], as Gen Z redefined and expanded its meaning. This new interpretation creates opportunities for brands to showcase genuine enthusiasm for their audiences.

Here’s how brands can use this term effectively:

• Focus on admiration, not mockery: The term now reflects lighthearted and playful praise, so steer clear of any negative connotations.

• Stay aligned with your audience: As streamer Pokimane points out,

  "calling people simps is obnoxious, and discourages men from being 'nice' to women on the internet" [54].

• Take notes from past campaigns: For example, the Florida Democrats successfully embraced this term with their "Simp for Biden" campaign in 2020 [56].

When used thoughtfully, "simping" can be a fun and relatable way to connect with Gen Z audiences. Just make sure your approach feels authentic, inclusive, and in tune with their playful communication style.

23. Rizz: Charm or Appeal

"Rizz", Gen Z's slang for charisma, was named the Oxford English Dictionary's word of the year [57]. It refers to the ability to charm others through conversation and style. For marketers, it reflects the kind of digital charisma that's crucial for connecting with modern audiences.

This term has gained traction, giving brands a chance to highlight their own charm. A standout example? RITZ Crackers' clever April 2023 "RIZZ Crackers" April Fool's campaign. The rebrand boosted their TikTok following by 27.4% and racked up over 1.9 million impressions in under three weeks [60].

Here’s how to bring "rizz" into your marketing strategy:

• Learn the lingo: "W rizz" means strong charm, "L rizz" signals a lack of appeal, and "Mid rizz" represents average charisma [57].

• Be genuine: Kai Cenat describes it best:

  "Rizz is when you're talking to a girl and, at first, s*** is not going your way. It's looking bad for you, until you spit game and you're rizzing them up to where s*** starts to go your way." [58]

• Take notes from successful brands: Duolingo nails "rizz" on social media by letting Gen Z employees steer content creation. The result? A relatable, engaging presence that clicks with younger audiences [59].

Titania Jordan, chief parenting officer of Bark, sums it up simply:

"It's used to describe somebody who is seductive." [57]

With over 6 billion TikTok searches [58], "rizz" has gone mainstream. Even Tom Holland has joked about his "limited rizz" [57]. Like other Gen Z terms, it offers brands a way to connect with their audience - when done with cultural awareness and a genuine touch.

24. BDE: Confident Energy

BDE (Big Dick Energy) represents a cool, self-assured vibe that clicks with Gen Z audiences[61]. Like slang terms such as "lit" and "no cap", BDE captures a specific attitude that modern marketing campaigns can tap into.

The phrase exploded in 2018, becoming a cultural symbol of confidence. Artist Latto described it perfectly when she said:

"I wanted it to be empowering. It's an aura that you carry and a confidence. It's just an overall vibe and when you walk in the room, you have 'big energy' and no one can tell you otherwise."[62]

Brands like Nike, Fenty Beauty, and Beyoncé have embraced BDE in memorable ways:

• Nike's "Dream Crazy" Campaign: Featuring Colin Kaepernick, it boldly addressed social issues[64].
• Fenty Beauty's Launch: Redefined beauty standards and sparked the "Fenty Effect"[64].
• Beyoncé's Homecoming: Released on Netflix and Spotify, it highlighted smart platform choices and cultural impact[63].

These examples show how BDE can be integrated into campaigns across different industries.

To channel BDE in your marketing, consider:

• Taking bold positions on social or cultural issues
• Emphasizing inclusivity in your messaging
• Choosing platforms strategically to maximize reach

When done right, marketing with BDE exudes confidence and keeps brands connected with Gen Z. It’s a way to stay relevant and culturally in tune with their preferences.

25. Drip: Stylish Appearance

"Drip" refers to a polished, stylish look that goes beyond fleeting trends. This term, rooted in hip-hop culture, has become a major influence in both fashion and marketing. As Gunna told Billboard:

"Drip is your attire, the clothes you wear. My drip today: a Saint Laurent hoodie, Balmain pieces, and Chanel shoes - it's all about the Friday vibe." [65]

The term has evolved into three variations: Drip (a stylish overall appearance), Drippy (an exceptionally fashionable outfit), and Dripping (layering multiple high-end items) [65].

Luxury brands are tapping into this concept to connect with Gen Z. For example, Gucci's 2024 "Supergucci" NFT collection, created in collaboration with Superplastic, used TikTok and Gen Z's communication style to build a stronger connection with younger audiences [63].

James Nord from Fohr highlights the importance of letting influencers take the lead:

"The most powerful brands in 2024 are working with influencers to curate and direct content, not control and produce it; provide the key performance indicators and the keys, not a script." [66]

Here’s how you can incorporate "drip" into your campaigns:

• Work with influencers who naturally exude style and align with Gen Z values [66].
• Focus on visual-first platforms like TikTok and Instagram to showcase style-driven content [63].
• Encourage user-generated content that highlights personal style using your products [66].
• Stay authentic by avoiding overly promotional messaging that feels forced [67].

"Drip" isn't just about fashion - it’s about confidence, individuality, and cultural awareness, all of which resonate deeply with Gen Z.

Conclusion

Understanding Gen Z slang isn't just a fun exercise - it’s a key part of connecting with an audience that’s set to make up 27% of the workforce by 2025 [1]. But using these terms effectively means more than just sprinkling them into your content. It requires awareness of the culture behind the words and applying them in a way that feels genuine.

Take Rare Beauty, for example. Their approach to addressing social issues and promoting self-acceptance has struck a chord with Gen Z. Similarly, SKIMS has managed to build a customer base where nearly 40% comes from this demographic [1].

If you want your marketing to resonate, here are some strategies to consider:

• Stay plugged into trends: Engage with Gen Z communities, follow key social media influencers, and use tools to track changing language patterns [1].

• Build real connections: As Emily Baker puts it,

  "Incorporating these terms into your marketing isn't just about throwing around slang - it's about understanding the culture and mindset that created them." [1]

• Test and tweak: With 82% of Gen Z preferring brands that feature genuine testimonials [1], gather feedback and adjust your messaging as needed.

It’s also worth noting that Gen Z cares about more than just language. For instance, 72% are more likely to support companies that actively contribute to social causes [1]. So, while speaking their language is important, aligning with their values is what truly makes an impact.