Generation D dictionary

22 : 06 : 2016 London : Gen Viz : McCann

London – McCann has created an online glossary to help marketers better understand popular Generation D terms.

  • The website contains 75 slang terms, including ‘on fleek’ and ‘bae’
  • AtoGenZ.com is designed to help marketers better interact with the Generation Z demographic
AtoGenZ.com by McCann Worldwide, London AtoGenZ.com by McCann Worldwide, London
AtoGenZ.com by McCann Worldwide, London AtoGenZ.com by McCann Worldwide, London
AtoGenZ.com by McCann Worldwide, London AtoGenZ.com by McCann Worldwide, London
AtoGenZ.com by McCann Worldwide, London AtoGenZ.com by McCann Worldwide, London

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.’

The Big Picture

Gen Viz kids have more influence than ever before, making them a target demographic for brands. To learn more about how to speak to this generation, read the macrotrend.

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