Boujee, Extra, Bussin, Drip, Woke, Salty, Shook… these words thickened everyone’s brain dictionaries for 2023. But one word reigned supreme and was hailed word of the year – “RIZZ” which means to exude charisma and charm to attract someone. Who would’ve thought that a slang word (more commonly known as informal words) would be recognized by the Oxford English Dictionary as such?
With the onset of new words every year, the question of how brands utilize them arises. How or do businesses even need to adapt these words into their brand vocabularies? Do brands need to change their tone to use these new terms seamlessly? The answer to these questions may vary depending on who and what your brand is, but like many people in the business say when in doubt, go back to the basics. Basics mean understanding your brand first. Before venturing into the ever-expanding world of adapting new words, make sure that you have a solid grasp of the “self” of your brand and who the target market or segment is. Ask questions like What do I sell? What do I say? How do I say it? And maybe the most important, whom am I talking to?
Defining your target market can serve as a green or red light as to whether you should use these new terms in your efforts. If you’re talking to older demographics then maybe, you should stick to what works for them. But if you’re talking to Gen Zs or millennials, or even the Gen Alpha, or those who invented these words, maybe it’s time to “Rizz Up” your branding.
https://shorelight.com/student-stories/a-guide-to-american-slang-words-in-2024
https://ghost.org/resources/unique-language-and-membership-loyalty