The slang term “67” has been named Dictionary.com’s Word of the Year for 2025, sparking debate among marketing professionals regarding its potential effectiveness in brand communication. As the use of casual language in marketing gains traction, the question arises: can slang resonate with consumers and enhance brand engagement?
Understanding the implications of slang in marketing requires a look at current trends in consumer behavior. According to a recent study by the American Marketing Association, approximately 60% of consumers aged 18-34 prefer brands that use relatable and informal language in their marketing efforts. This demographic represents a significant portion of the market, making their preferences crucial for brands aiming to connect authentically.
Slang’s Role in Brand Communication
The integration of slang into marketing strategies is not a new concept. Brands have long used informal language to foster a sense of community and relatability. However, with “67” gaining recognition, marketers must consider the potential risks and rewards of employing slang. While it can create an approachable image, using slang incorrectly or excessively can alienate certain consumer segments.
Marketers are now tasked with evaluating how slang terms like “67” align with their brand identity. For example, the term, which generally conveys positivity or approval, could resonate well with younger audiences when used in the right context. However, brands must also be cautious not to appear disingenuous or out of touch, as this can lead to backlash.
According to Dr. Emily Thompson, a linguistics expert at the University of Cambridge, the key lies in authenticity. “Brands that leverage slang effectively must ensure it aligns with their core values and the expectations of their audience,” she noted. This approach requires a deep understanding of the target demographic and their cultural references.
Case Studies and Consumer Response
Several brands have successfully incorporated slang into their marketing campaigns. For instance, the fast-food chain Taco Bell has embraced informal language in its social media posts, resulting in increased engagement and a loyal following. By using slang, they have created a voice that resonates with younger consumers, leading to heightened brand loyalty and sales growth.
On the other hand, not all attempts at using slang have been well-received. A notable example is the backlash that occurred when a popular beverage brand attempted to adopt slang in a campaign targeting millennials. The campaign was criticized for appearing forced and inauthentic, leading to negative reactions on social media. This incident highlights the potential pitfalls of slang usage, emphasizing the importance of genuine engagement.
As marketers navigate the evolving landscape of consumer preferences, the effectiveness of using slang will depend on their ability to strike a balance between trendiness and authenticity. In a world where language is constantly changing, staying attuned to linguistic trends is essential for crafting relatable marketing messages.
In conclusion, while “67” may bring newfound credibility to the use of slang in marketing, its impact ultimately hinges on how well brands can connect with their audiences. As the landscape continues to evolve, marketing professionals must remain adaptable, ensuring that their communication strategies align with the dynamic preferences of consumers.
