Decoding Gen Z
If you’ve been hearing the word “demure” and “mindful” a lot lately, no surprise. It’s kind of a thing since social media influencer Jools Lebron, @joolieannie, offered up advice on presenting as polite and sensible.
But it seems like there are a ton of new Gen Z slang words, which every brand manager should know.
- No cap: The truth. As in, “He definitely did it – no cap!”
- Ate or Slay: Did something well. As in, “I ate that exam yesterday.”
- Buss: Really good. As in, “That burger was buss.”
- Cheugy: Something that makes you cringe. As in, “My Dad’s Hawaiian shirt was so cheugy.”
- Drip or Dripped Out: Style is cool. As in, “My Dad’s Hawaiian shirt was so drip.” (Seriously, who knows about Hawaiian shirts these days.)
- Glow Up: Mentally or physically becoming better and more attractive. As in, “She had a major glow up from last year.”
- Gyatt: A butt. I’ll just leave this one right there.
- Rizz: Flirting. As in, “The guy at that party was so rizzing her.”
- Lit: Super fun. As in, “That party was lit. No cap!”
- Skibidi: Nonsense word, so use at your discretion.
Word of caution, these words should be used with a heaping dose of skibidi discretion because the last thing Gen Z wants is inauthentic appropriation of their language. That would be cheugy.
DMA Says Marketers Measuring All Wrong
A recent report from the Direct Marketing Association was a bit eye-popping, even if expected. It says that 40% of brands are too focused on campaign metrics that tell little about overall marketing effectiveness.
The measurement categories brands should bucket include:
- Delivery effects: Reach, frequency impressions
- Response effects: Clicks, visits, conversions – these are short-term, performance marketing effects
- Brand effects: Brand tracking – these are longer-term brand-building metrics
- Business effects: Media Mix Modeling – longer-term, incremental effects of marketing mapped to business outcomes
Key takeaway?
Don’t confuse delivery or performance marketing for business impact.
Can I get an “Amen!?”
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