Generation D dictionary

McCann Truth Central, the agency’s global intelligence team, conducted 33,000 interviews for a recent study, The Truth About Youth, and discovered the prevalence of a number of slang terms specific to Generation D.

The team decided to create an online dictionary of terms alongside a video example of the words used in everyday conversation. It is hoped that as the website is shared it will continue to evolve and become an important tool for marketers targeting Generation D.

‘Youth language and culture moves so quickly, so it was important for us to have an upload function to keep the site updated,’ says India Wooldridge, senior vice-president and director at McCann Truth Central. ‘Since the study is global, we hope to make it even broader – beyond just the English language.’