In a world where even retirement accounts whisper “no cap” and shampoo tells you to “slay every wash day,” brands are on a slang spree. With Gen Z now part of a global consumer base worth trillions, it’s no surprise marketers are racing to speak their language.
But how many cringe-worthy campaigns will it take for companies to ask themselves: Are we embarrassing ourselves more than earning loyalty?
“Brands think dropping a ‘rizz’ makes them relatable, but to Gen Z it often reads as performative,” says Jacob Kettner, founder of First Rank, a top-ranked SEO and digital marketing company focused on helping businesses generate leads through their websites. “Young people understand if someone’s pretending to speak it for them.”
Here, Jacob breaks down why brands are attempting to use Gen Z language, the risks it creates for businesses, and offers advice for how businesses can stay current without potentially burning bridges with their youngest consumer base.
Why the Slang Surge?
According to Jacob, it comes down to three things:
- Cultural connection: Gen Z values authenticity and cultural fluency. Slang signals “we’re in on the joke”.
- Attention grab: Amid social media overload, slang-y posts can break the scroll and spark virality: witness B&Bs and museums going viral by posting a “vibe check” reel.
- Platform mimicry: Brands want whatever works on TikTok to work everywhere – in ads, apps, fine print. But depending on the context, nuances can get lost, fast.
5 Risks of Overdoing Gen Z Slang in Your Branding, From Kettner
- Try-Hard = Immediate Credibility Hit
Using slang without real cultural understanding signals desperation, not relatability.
Duolingo’s green owl mascot, for example, embraces chaotic, meme-driven humour that feels native to Gen Z culture. Instead of awkward slang drops, they lean into a self-aware, playful tone that earns genuine engagement.
“Brands that drop buzzwords without understanding them aren’t gaining street cred,” says Jacob Kettner. “What they’re really doing is broadcasting insecurity. That breaks trust before Gen Z consumers even see your product.”
- Perceived Inauthenticity and Tone-Deafness
Slang used as a superficial marketing gimmick comes off as hollow or pandering, making young consumers recoil rather than engage. When brands sound like they’re “putting on” a voice, it’s ‘cringe’, not cool.
Take notes from Glossier. By staying authentic with its straightforward, inclusive, and “real people” approach, their marketing doesn’t rely on forced slang but instead listens to their audience and highlights user stories, which resonates deeply with Gen Z’s demand for honesty.
“Authenticity is currency for Gen Z,” Kettner adds. “If you’re faking it, they can smell it a mile away, and they won’t hesitate to call you out publicly.”
- Alienating Other Key Demographics
Seen any of those viral “Gen Z in the workplace” videos lately? They highlight just how much generational language gaps can lead to confusion and unintentional humour.
Slang-heavy messaging risks excluding older or broader audiences who don’t speak the same language, or worse, misleading and frustrating them. Brands need to balance youth appeal with inclusivity.
“While Gen Z’s clout is huge, you can’t ignore other buyers who keep the lights on,” notes Kettner. “Overusing slang can make your brand seem niche and inaccessible.”
- Social Media Backlash and Viral Mockery
In the age of Twitter threads and TikTok roasts, failed attempts at slang can easily spark backlash, memes, and long-lasting brand damage.
“When your hashtag becomes a punchline, your marketing budget goes up in smoke,” warns Kettner. “Gen Z shares those ‘try-hard’ moments widely, amplifying negative buzz.”
- Fleeting Relevance: Trends Move Faster Than Brands
Finally, keep in mind that Gen Z slang evolves at lightning speed. What’s “lit” today might be “dead” tomorrow. Brands that hinge entire campaigns on ephemeral buzzwords risk looking outdated or out-of-touch almost immediately.
“Chasing slang is like chasing shadows,” says Jacob. “Brands need to build lasting connections, while also constantly tuning into the latest lingo.”
Kettner’s 3 Tips for Staying Relevant Without Pandering
Know Your Brand Voice: Your tone should evolve, not shapeshift. If slang doesn’t fit naturally into your voice, don’t force it.
Work With Real Gen Z Creatives: Don’t guess what Gen Z wants. Hire them, and they’ll tell you when something sounds forced before you post it.
Lean Into Cultural Awareness, Not Just Language: Understanding why a trend resonates with Gen Z, rather than simply mimicking it, is the best way to stay on top of it.
Jacob Kettner, Founder of First Rank, commented:
“Remember that Gen Z grew up online. They’ve seen every awkward rebrand, every ‘mid’ meme. So they’ll filter out brands that speak at them with catchphrases, rather than with them in genuine culturally-resonant moments.
“Forced messages get shared… and mocked. The bottom line is that in 2025, it’s not enough to sort-of speak Gen Z. Brands must either speak fluently, or not at all. Because the moment you try – and fail – it’s game over.”
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