Brands adopt slang and popular expressions to talk to their young audience

Publicists know that the Millennium Generation are a difficult group to win over; and in an effort to attract their attention and trust, a tendency has arisen among brands that starting to talk to them in their language.Some companies are cautious about this strategy and other have adopted it rapidly, but the tool could be an advantage or disadvantage depending on its use.In relation to this, Monica Navarro, account executive for Dieste said: “It comes as no surprise that generations previous to the millennials don’t like it when brands lower themselves to a teenagers level and use unprofessional words, but they simply are not the target. Meanwhile, the Millennium Generation is giving positive feedback by responding to these brands as they would with any of their friends.”Adopting words like Bae (Baby or My love) and on fleek (On point) and integrating them in their messages, brands like Taco Bell and Denny’s are trying to generate more interactivity.”The idea is to humanize the brand. It’s all about building relations. Instead of focusing on the promotion of a product, attention is centered on the generation content which is culturally relevant and attractive. If the conversation takes place right there, it’s because they’re doing things the right way,” Navarro ensured.