• by Erin Sarro , Yesterday

As words like “delulu” and “tradwife” have made their way into the Cambridge Dictionary, we’re seeing the virality of Gen Z slang transcend the internet and become part of culture. 

As a mom of three school-aged kids and a self-proclaimed Rizzler from Ohio, I can tell you that knowing words like “delulu” isn’t about being trendy, it’s about being fluent in how late Gen Z and Gen Alpha actually talk.

From jumping into pop culture trends on social media to referencing Gen Z slang in a campaign, there are many ways to speak the language of young consumers. But it has to be done strategically, because the moment marketers—or parents—start spitting it back, it’s over and on to the next phrase.

Understanding Gen Z beyond the lingo

As a mom to a 14-year-old, I have a front row seat to how quickly language evolves for Gen Z. By the time delulu made it to the dictionary, they've created, abandoned, and resurfaced fresh lingo into their vocabulary (the resurgence of “cooked”’ has been a personal favorite). As the cycle continues, it’s important for marketers to remember that we don’t need to be using these words along with them, but we need to understand what they’re trying to say.

Slang is an emotional shorthand, and it’s important to recognize the words Gen Z and Gen Alpha use as more than internet lingo. Understanding their vocabulary is key to understanding how they communicate humor, emotion and their reality. 

Recognizing the influence of Gen Z

Younger generations have always dictated trends, but the internet allows us to view this en masse. In many ways, Gen Z is the first generation of viral tastemakers, and they're steering culture accordingly.  Their fingerprints are all over fashion, humor and communication at large. 

From memes to political activism to emotional honesty on subjects like mental health, what they embrace becomes mainstream. It’s important for marketers to understand the influence of the younger generations and make an earnest effort to understand their communication style in order to meet them where they’re at.

For instance, social media will always be an essential medium for engaging with this age group, but Gen Z also watches YouTube the way we used to watch TV, while Gen Alpha loves short-form content and gaming. 

Building authentic connections

When forging connections, remember that Gen Z has zero tolerance for fakeness. They know what's authentic and when marketers are faking it, so don’t use a trend just to decorate a campaign idea. Only use what truly aligns with your brand and your message. 

Trends have a short shelf life, tied to context and humor, so there is a lot to get right when considering jumping into a viral pop culture moment. Pursuit of virality is not worth sacrificing a long-term strategy, and Gen Z will always see through a cheap attempt to capitalize on the trends they’ve created. 

When searching for the right moment, think beyond the slang words and listen to what they’re actually telling you. Above all else, keep it authentic -- or you’re cooked.