The emergence of social media has created a situation where the potential for slang virality has increased. Anyone with an account can share and adopt new terms with just a couple of clicks.
While this can be an exciting opportunity for people to connect and bond over language, it can also lead to appropriation. Black and LGBTQ+ communities created many of the slang words attributed to Gen Z.
However, these marginalized communities often don't receive credit for their contributions. When their slang enters larger circles via social media, those who don't know its origins can misuse the language.
Brands and publications marketing to Gen Z should be especially careful with slang as this generation values authenticity more than older generations.
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