we asked gen z what makes brands cringe
stop acting young, start acting real
Trying too hard is the fastest way for a brand to lose the room.
According to Gen Z, the moment a brand starts chasing youth culture instead of understanding it, the result is… cringe.
So what actually gives brands away?
We asked the voices at Good Nugget* the same question.
what’s the fastest way brands reveal they’re trying too hard to appeal to you, and what should they be doing instead?
*Good Nugget is a creative talent accelerator and youth insights studio. As a non-profit, they unlock opportunities for underrepresented young people and give companies direct access to the raw, unfiltered perspectives of Gen Z.
Here’s what they said.
“It comes across as ignorant at worst (especially if Black creatives are lacking in your company) and cringe at best”
“When they (brands) focus on creating a viral moment rather than trying to say or do something meaningful. With the rise and rebrand of internet culture, it’s easy to pick up on anything and everything used by Gen Z online and think it’ll stick, but it won’t when you miss the social context it came from.
Brands like KFC and Wendy’s are starting to use ‘Gen Z slang’ which is actually African American English and you have some British brands like Luton Airport Express trying to use ‘youth slang’ which is just Black British English. It comes across as ignorant at worst (especially if Black creatives are lacking in your company) and cringe at best.
It’s better to use a tone in your copy that matches how your brand speaks and writes naturally, rather than trying to create a caricature of what you think a young person sounds like. It also comes across as overfamiliar. Try to maintain the line between company and consumer. Treat your audience like a community rather than a close friend, a friendly service they can use but not like a best friend you know personally.”
— Jenna, 23
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“The fastest way brands reveal they are trying too hard to appeal to Gen Z is when they suddenly start using Gen Z slang that feels forced. The second a brand starts forcing trendy phrases into captions or scripts, it feels like it was approved by twelve stakeholders in a boardroom trying to reverse engineer relevance.
Another clear sign is when brands follow whatever is already viral instead of creating something original. Forcing a trend or challenge rarely works because audiences can tell when something is manufactured for engagement. It feels overly corporate, even when the tone is trying to be playful. When a brand tries too hard to sound like your friend, it usually misses.
Brands that understand the assignment focus on their core audience instead of whatever is popular that week. For example, Corteiz builds for its community first and lets culture follow. Topicals communicate in a way that reflects their audience without copying slang.
The key is authenticity. Know who you are, know who you serve, and stop trying to sound like everyone else.”
— Janice, 23
“I don’t think that a 15-year-old is going to have the same interests, priorities or needs as the 26-year-old”
“A mistake brands consistently make is treating Gen Z as one single group. We’re technically aged 14–29 (from 2026). I don’t think that a 15-year-old is going to have the same interests, priorities or needs as the 26-year-old.
For example, E.L.F.’s partnership with drag queen Heidi N Closet signalled support for LGBTQ+ and progressive values, but the same campaign also featured comedian Matt Rife, who had previously joked about domestic violence. Rife had recently gained popularity with younger audiences with his ‘glow-up’.
Instead of E.L.F. considering who their brand identity and audience are, they were drawn in by someone’s popularity that only worked for the fact that younger girls thought he was attractive.
Brands need to remember that we’ve grown up amid political and economic uncertainty. Instead of chasing viral moments, they should stay rooted in their values and consider how they genuinely fit into people’s lives.
Being consistent, intentional, and culturally aware is why Gen Z will follow you. Not all of Gen Z will engage with your brand immediately or even want to because we are at different stages of life with different needs. So don’t try to be liked by everyone.
— Emeline, 24
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“it almost always cheapens the brand because it replaces long-term identity with short-term relevance”
“The fastest way a brand reveals it’s trying too hard to appeal to Gen Z is when the idea becomes louder than the brand itself. What instantly comes to mind is brands jumping on TikTok trends that have nothing to do with who they are. It might get a quick laugh, but it almost always cheapens the brand because it replaces long-term identity with short-term relevance.
A good example of this is brands experimenting with tone of voice on social media. Some brands, like Duolingo, started informal, chaotic messaging that was true to their brand’s personality. The humour, self-awareness and tone work because they’re consistent and intentional.
The problem is when other brands copy that tone simply because it’s trending, without any relevance to who they are. When a serious, heritage or corporate brand suddenly starts posting in the same informal, meme heavy voice, it feels forced and inauthentic.
Gen Z can instantly tell when a brand is forcing familiarity instead of standing confidently beside them.
What brands should be doing instead is building ideas that are future-proof. Clear vision, restraint and consistency speak far louder than relevance by association. The brands that understand the assignment are the ones that don’t chase culture and instead create something solid enough that culture can attach itself naturally.
Authenticity and intent are what Gen Z value more than anything in a brand and when the product, tone and positioning is right, Gen Z doesn’t need to be convinced. They will do the distribution themselves.”
— Dylan, 27
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“It was clear they were trying too hard to connect with a younger audience. It comes across as very disingenuous”
“Brands reveal that they’re trying too hard to appeal to Gen Z when there is an overuse of slang, especially London urban slang in their adverts.
Nando’s ‘This must be the place’ advert is the prime example of this, and is undoubtedly one of the worst advertisements that I have ever had the displeasure of watching. The dialogue throughout and cultural references made me want to turn off my screen, and had me wondering if this is how the youth in London are perceived by outsiders.
I love my city and the urban culture there. I’ve been raised in it, but it doesn’t always translate very well to the rest of the world and sometimes I feel like it should be left alone. I honestly never thought I’d hear somebody say “Brudda” or “Lowe it” on a TV advert.
It’s so easy to tell when someone isn’t speaking naturally, their pronunciations might be a bit off, it doesn’t roll off the tongue. That was the vibe I got through the entirety of that advertisement.
It was clear they were trying too hard to connect with a younger audience. It comes across as very disingenuous.
Slang is constantly evolving, meaning it can be very easy to use outdated words and phrases, which would just make me roll my eyes. It’s a risky game for brands because they can end up looking totally out of touch.
Authenticity is king. Brands need to understand that by staying true to their values, remaining consistent in what they provide and being selective with the trends that they follow, they’ll build a trustworthy reputation and strong connection with their fans.
— Armstrong, 22
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Key takeaways for brands:
1. Stop performing Gen Z
Using slang, copying meme formats or jumping on TikTok trends doesn’t make you culturally fluent. Young audiences can spot when something is manufactured for engagement instead of coming from a real POV.
2. Community beats virality
Brands that resonate with Gen Z focus on the audience they actually serve rather than chasing whatever is trending that week. Build for your community first and let culture follow.
3. Authenticity travels further than relevance
Trying to sound like a friend, copy another brand’s tone or force youth culture into your voice quickly backfires. The brands that win stay consistent in who they are and let their product, values and point of view do the talking.