In recent weeks, many European (particularly British) brands have created videos using Gen Z slang from “menty b” to slay to demure—almost all of which YPulse recently decoded for you. And while this was at the risk of looking cringe, these videos keep going viral, pulling in millions of views. It’s mainly because they’re being read off not by a Gen Z employee themselves, but an older person (typically a Boomer), who’s likely not sure what they’re actually saying. Gen Z viewers are loving the fact that these brands are self-aware about their age and aren’t pretending to really understand the slang they’re using. When the Northumberland Zoo joined the trend, its video ironically captioned, “Our Zoo Directors didn’t understand the assignment.” As one French viewer commented on a similar video by “Lol, well done, he used all the Gen Z words, we don’t understand a thing but it’s funny 🤣.” Data from YPulse’s Ad / Marketing Effectiveness report shows that 73% of European 13-39-year-olds agree: “Brands should make ads...
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