9: Are you cool enough to use Gen Z slang? “MOOOOOM, you’re so CHEUGY! Don’t be salty about it – just take the L!” Gen Z slang is incomprehensible to many of us. While it can be tempting for brands to use it to appeal to a younger audience, it can very quickly turn into a “What’s up, my fellow kids?” situation. We found that Gen Z slang (we’re talking “drip,” “sus,” “stan,” and more) doesn’t work so well for the average Phrasee customer. It actually tends to have a detrimental effect on subject lines and push messages, so proceed with caution! The slang of our 1997-2012 babies has the “best” impact in SMS messages, but on balance, it might not be worth the risk. Just accept that you’re a cheugy old pre-1996 millennial baby and move on. The bottom line? Unless you’re sure your audience is primarily Gen Z, just don’t bother with shoehorning their slang into your messages... and even then, probably don’t bother.