Research indicates that terms like ‘darling’ and ‘love,’ which are traditionally used for pets, have been criticized by Generation Z as condescending and potentially offensive.
Up to 38 percent of young people dismissed terms like “treacle” as the most irritating nicknames, with “chick,” “sugar,” and “hon” following close behind, deeming these expressions outdated.
In recent research conducted by the soft drink company
Coca-Cola
Nearly three out of ten (28 percent) respondents stated they would absolutely not use the phrases ‘muffin’ or ‘bubba,’ whereas about one-fourth (25 percent) expressed disapproval of the word ‘duck.’
In the meantime, other well-adored conventional pet monikers like “darling” and “love” were considered the most condescending by 21% and 13% of the polled individuals under 30 years old respectively.
Rather than using traditional expressions of fondness, Generation Z prefers contemporary terms like ‘bro’ (favored by 53 percent), ‘mate’ (preferred by 44 percent), and ‘bestie’ (chosen by 35 percent).
Other nicknames that make it into the top 20 for Generation Z include ‘queen,’ ‘day one,’ ‘bae,’ and ‘squad.’
In addition to strongly disapproving of the outdated aspect of conventional pet names, the study showed that as many as 20 percent of Generation Z members think that possessing a personal nickname instead of a general one makes them feel more appreciated among their friend circles.
Similarly, 12 percent of those under 30 said that receiving a nickname makes them feel safer.
As many as 15 percent mentioned being referred to by their pet names even when their boss was present. Additionally, 93 percent of young Brits believe that such nicknames serve as a distinctive method of expressing fondness.
The discoveries coincide with Coca-Cola’s plans to reintroduce their ‘Share a Coke’ initiative, enabling consumers to design a personalized can featuring any chosen name starting May 15th.
Nevertheless, for the very first time, British consumers have the opportunity to choose cans personalized with an array of Generation Z-appropriate terms like ‘My Bestie,’ ‘My Bae,’ ‘My Mate,’ ‘My Fam,’ and ‘My Day One.’
Charlotte Butt, Senior Marketing Manager at Coca-Cola, commented on how nicknames among Generation Z have evolved, stating: “These monikers mirror the distinctive bonds people share and the transformation of linguistic expressions within their social circles.”
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