As a communications professional in my mid-40s (and a parent of Gen Z-ers in an era of ‘brain rot’), I often wonder about the future of language in the PR world…
Lately, I’ve found myself playing a little game of ‘Lingo Bingo’ in my head. Being a mum of two teenagers means constantly decoding the latest slang flying around the house, trying to work out which words are this week’s favourites, which ones have already been retired, and (frankly) what half of it even means.
More often than not I’m quietly consulting Urban Dictionary, just to keep up. It’s a constantly shifting puzzle, but it keeps me alert.
And these changes in language bring up some questions for me around communications and storytelling:
- How will we capture the attention of a generation constantly switching between screens?
- Will this audience read anything longer than a meme caption?
- Are we in the ‘brain rot’ era for the foreseeable future?
Embracing an alternate universe
To grab the attention of Gen Z and Gen Alpha, we might simply have to embrace the lingo. Imagine local news headlines that scream “Slay, Queen! [insert company name] relocates to new Head Office.” followed by paragraphs that start with “No cap, fam.”
In PR, we’re constantly adapting our messaging to resonate with diverse audiences, and this generation is no exception. But let’s be honest… if ever I use these phrases at home, my kids look at me with a mix of disgust and embarrassment, like I’m a Gran trying to rap at a family reunion. “MUM STOP… Just stop.” (Definitely NOT ‘maximum aura’.)
The younger generation take their lingo seriously… It’s a badge of identity, however, the moment a word makes it into the mainstream, it’s as good as finished. Take ‘rizz’, for example: it was Oxford Dictionary’s word of the year in 2023, but my teens (and their friends) have already moved on. Now it’s all about ‘rizzler’ – at least until that one gets overused, and they find something new to keep the rest of us guessing.
Maybe one day, we’ll look back and realise that this “brain rot era” was just another cultural evolution in disguise – much like how “sick” gradually shifted from its original association with illness to become a compliment in the early 2010s (thanks Joey Essex!).
The challenge for communications professionals
By the time this article goes live, the slang I’ve used will probably be ancient history, despite the Oxford English Dictionary’s quarterly updates (which still can’t keep pace). Language is evolving faster than a TikTok trend, and having teens around just makes that painfully clear.
In terms of businesses, most sectors will continue to face the age-old challenge of ‘knowing their audience’ as language evolves – only now it’s trickier than ever, with social media and video content (and their ever-powerful algorithms) shaping not just what we say, but how we say it.
Take the housebuilding industry, for instance. They’ll need to win over the next generation of home buyers, not just by getting the “vibes” right, but by balancing that with the professionalism you’d hope for when someone’s building your future home.
The education sector is in the same boat, currently navigating the fine line between academic rigour and cultural relevance. We’ve already seen a shift in how Universities are attracting students, adapting their communications to focus more on short-form video content.
the moment a word makes it into the mainstream, it’s as good as finished. Take ‘rizz’, for example: it was Oxford Dictionary’s word of the year in 2023, but my teens (and their friends) have already moved on.
Whatever happens – remember your audience!
As PR professionals, it’s essential we keep pace with these changes-especially since, according to Statista’s latest report in September 2024, 98% of UK Gen-Zers are active on social media. While that figure may not be shocking to anyone living with teenagers, it’s a clear reminder that a digital-first communications strategy isn’t just smart, it’s vital if we want to reach the next generation.
Regardless of the sector, our goal remains to craft compelling narratives that resonate with our audiences. So, as the language of Gen Z and Gen Alpha continues to evolve (and I try to glean perhaps 50% of what my kids are saying at any point), we must remember the importance of staying adaptable, curious, and audience-focused, so that we can ensure our messages hit the right notes and last beyond the fleeting nature of trends.
And while I might never fully win at my own personal game of ‘Lingo Bingo’, one thing’s clear: language is shifting faster than I can keep up, and my teens remain the undefeated champions. But that’s OK… This constantly evolving slang reminds me that communication is about connection, not just vocabulary – even if I have to Google half of it.
In the meantime, stay bussin’, fam.
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