With some of its members now pushing 30 years of age, and others about to hit their teens, Gen Z is an age tranche increasingly seen by the tourist industry as a key target. And there’s a certain class of attraction, from hotel to museum, that is really turning the use of Gen Z speak into a marketing art-form.
In an apparent clash of generations that is generating amusement and headlines, venues that might be seen by some as old-fashioned or particularly “Boomer-oriented”, are being given a Gen Z makeover, with museum curators and family hoteliers joining in the trend that sees adverts “translated” into Gen Z speak.
“Slay”
Mark Murry-Flutter, a 65-year-old military expert and curator at the Royal Armouries Museum in Leeds features in a viral video where he greets viewers as “besties” and tours the museum delivering a stream of Gen Z terms such as “understood the assignment” to describe the gift shop tote bags. It has amassed millions of views.
Charged with promoting suits of armour with large appendages and historical military dioramas, the new internet star told Sky News his favourite Gen Z term was “Slay”.
@royalarmouriesmuseum Serving curatorial realness fr #armsandarmour #royalarmouries #museum #history #genz #historytok #museumtok #marketingscript ♬ Jazz Bossa Nova – TOKYO Lonesome Blue
“So much rizz”
Meanwhile, at Fyfield Manor, an 880-year-old family-run guest house in Oxfordshire, UK, the owners have gone viral with a TikTok scripted for them by their daughter, in which they tour the 12th century property describing it in Gen Z terms. “The medieval dining room has so much rizz,” declares mum, Christine, in the TikTok clip, liked by over 2.3 million users on the platform. The large windows are “very mindful, very demure”, she points out, adding that the Manor is the perfect place to stay “whether you’re recovering from a brat summer or a menty b.”
@fyfieldmanor I can confirm she understood nothing she said #staycation #bedandbreakfast #snallbusiness #genz #oldhouse #uk ♬ original sound – Fyfield Manor B&B
Commenters have raved about the advert, with one calling it “the best advertising I’ve ever seen.” The strategy relies on the attention-grabbing disconnect between the brand in question and its use of language, which is why it appears to work so well when the Gen Z speak is delivered by an older person in a “heritage” atmosphere. As one TikTok user said, “SLAY” in a very posh accent has me.”
But it remains to be seen whether that surprise factor can last, as big firms too start to get in on the act.
“Offers that hit different”
Presumably having figured out that some lucky Gen Z are of an age to buying their own devices and even equipping kitchens, electrical retailer Currys has released a clip telling “my guys” that “our offers hit different af”.
And in order to be “always on point and totally in sync with your incredible generation” Nestlé has even put out a call inviting Gen Z to pitch marketing ideas and “Show us your deep understanding of Gen Z preferences, behaviors, and values”. Entrants have the the chance of winning $10,000 “if your idea is selected by the esteemed Nestlé Executive Leadership Team during the Phase 2 Pitch Session.”
