2015 was the year of brands trying to sound like Millennials’ “cool” friend, throwing out slang like “bae” and “on fleek.” But if you aren’t already a part of their conversations, trying to fit in by using their language just comes off as a bit sad, and inauthentic.

2015 was the year of brands trying to sound like Millennials’ “cool” friend, throwing out slang like “bae” and “on fleek.” But if you aren’t already a part of their conversations, trying to fit in by using their language just comes off as a bit sad, and inauthentic. Young consumers are more interested in content that focuses less on “with it” language and instead answers the question, “How will you make my life better”—like Domino’s “Easy Order” button and Netflix’s bedtime videos. (Digiday)