Understanding the Language of Gen Z: The New Direction of Marketing

Today, marketing strategies are changing rapidly, and at the centre of this change is the unique language of Gen Z. Phrases such as ‘Very Demure’, ‘Slay’, ‘Brat Summer’ go beyond being just social media jargons, allowing brands to communicate effectively with young audiences. Brands that adopt these expressions, especially on platforms such as TikTok, establish a deeper bond with young users. Gen Z's unique language and cultural references reshape the way brands reach their target audiences.

By using the language of brands, Gen Z turns to content that they feel closer to them. This generation distances itself from traditional adverts and values authentic, sincere content more. When brands incorporate this authentic language into their marketing campaigns, their communication with young consumers becomes more effective. For example, brands that produce creative and humorous content on social media platforms become more reliable and attractive in the eyes of young audiences. As a result, this language also plays an important role in brands' efforts to create customer loyalty.

The digital habits of this generation make it necessary for brands to re-evaluate their marketing strategies. Since Gen Z is a generation that grows up with instant sharing and fast-consuming content, campaigns have to adapt to this speed. In addition, Gen Z's sensitivity to issues such as social justice and environmental responsibility makes it imperative for brands to produce messages that overlap with these values. While brand identities and marketing strategies focus on appealing to the values of this young audience, speaking the language of young people provides a great advantage. A balanced approach should be followed in the use of this language. To increase the chances of going viral, proceeding according to the brand's strategy creates more effective results.

In order to appeal to Generation Z, it is not enough for brands to quickly adapt to trends, it is critical that they internalise and integrate these trends into their brand identity. If this process is unplanned, brands may appear insincere and incompatible. If product diversity and communication language do not support this strategy, the brand's message may remain inconsistent and lead to a loss of trust. Instead, brands should create long-term strategies in line with the values and expectations of Generation Z, and if necessary, even create a new sub-brand that will cater entirely to this audience. In this way, brands can truly integrate into the world of Generation Z, rather than just establishing a superficial bond with them.

The use of this language, especially in marketing campaigns on social media, increases the chance of going viral. Gen Z quickly adapts to trends and shows great interest in creative and remarkable content. By using this language successfully, brands can both appeal to the young audience and create brand loyalty. Since platforms such as TikTok and Instagram are intertwined with the language of Gen Z, brands' active use of these platforms enables them to communicate effectively with the new generation.

Here are a few examples that successfully implement this strategy!

Brands such as HelloFresh offer different experiences with creative content such as ASMR and Mukbang to attract this audience using platforms such as YouTube. In this way, they produce both short and long-form content that suits the attention span of Generation Z.

Similarly, brands such as Nike and Adidas focus on authenticity and social responsibility projects while appealing to Generation Z. They increase interaction with social media influencer collaborations and user-generated content. Generation Z expects brands to be socially responsible and environmentally conscious.

Netflix has adapted its content strategies to the short attention span of Generation Z. Especially interactive series and content promotions integrated with social media are shaped according to the interests of Generation Z. At the same time, it promotes its content on TikTok and Instagram to reach a younger audience.

Spotify uses Generation Z music platforms not only to listen to music but also to show their personal expressions. Spotify captures this generation's interest in personalised experiences with features such as personalised playlists and year-end summaries. In particular, the ‘Spotify Wrapped’ campaign increases the brand's visibility by allowing users to share their music listening habits on social media.

As a result, understanding the language of Gen Z and shaping marketing strategies accordingly is becoming critical for brands to build a successful relationship with this young and influential generation. The future of marketing lies in the creative and strategic use of this language. By adopting this language, brands can both strengthen their presence in the digital world and become a leader in the sector with innovative approaches preferred by Gen Z.