SXSW 2025
Say What?!? The generational social media marketing playbook
Description:
If you asked 4 generations: your grandma, your mom, your older sister or your niece about what a certain slang term means they likely wouldn’t all have the same answer. Social media platforms have shaped new language, leading to more slang words with shorter life cycles. Every generation develops its own unique vernacular, from Millennial Cringe Slang to Gen Z Pookie and no cap Gen Alpha - it's not your fault if you don't understand some of the digital slang. But now, since these dialects span multiple offline generations, how can brands speak to them authentically online all at once?
Other Resources / Information
Takeaways
- Social slang is collapsing generational divides on the internet. Instead, it's all about common interest and experiences.
- Brands much find riches in the niches and strategically align themselves with conversations that matter most.
- Brands must understand cultural roots and origins of social slang to respect diversity and strengthen consumer connections.
Speakers
- Maggie Malek, CEO, Crispin
- Emma Gueorguieva, first-year Ph.D. student in the Computational Affective and Social Cognition Lab, The University of Texas at Austin
- Lloyd D'Souza, SVP Global Central Video, Conde Nast
- Aya Kanai, Senior Director of Marketing, Target
Organizer
Maggie Garrison, Head of Brand Communications, Crispin
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