“Aura” is young Germans’ word of the year. Announced at the Frankfurt Book Fair last week, the term “aura” has taken on a new meaning for Gen Z and Gen Alpha, who now use it as a positive reference for being cool or having good vibes. It was especially popularized following a trend about “aura points” on social media (which YPulse explained in the context of “auramaxxing” this summer). Two additional trending words this year were “Talahon,” an Arabic expression meaning “come here,” and “Schere,” which means “scissors,” and is mostly used by gamers. (DW)
📈 YPulse reported: YPulse published a Gen Z Dictionary to help brands understand their slang
