Oh S***, It’s a F*** Blog Title (Oh Snap, It’s a Fake Blog Title)

Have you ever had the urge to add a bad word to your social graphic or newsletter copy? 

Maybe you should’ve.

There is power in cursing, swearing or whatever you want to call the foul language that often leaves marketers’ tongues (behind the screen). It’s proven. But what happens when you put that language on paper, infuse it into your social strategy or use bad words for good to achieve your 2024 KPIs?

Consider the evolving ethos around curse words:

• According to Wrike’s 2016 Work Management Survey, 67% of millennials said they swear in the workplace, and over 40% said they preferred a workplace where foul language regularly occurs. (Not your grandpa’s workplace)

• The British Board of Film Certification reported, “About a third of people say they use strong language more than they did five years ago.” 

• Psychological Science says, “Swearing is positively correlated with extraversion and is a defining feature of a Type A personality.”

• Profanity, often deemed offensive in marketing, surprisingly makes product reviews more helpful, as per a recent study in the Journal of Marketing Research. 

A survey done by Preply found that Americans, on average, use profanity around 21 times daily. Gen Z tends to swear more (24 times) compared to Baby Boomers (10 times), and men (22 times) swear more than women (18 times) daily.

Attention-grabbing A******

First of all, it’s adverts. Get your mind out of the gutter. But while you’re here…  

Don’t be afraid to play with your words. Strategic swearing can work. 

Evoking emotions is crucial. Marketers can strategically use swearing to boost authenticity, as research suggests it enhances perceptions of honesty and trustworthiness. Mild swearing also increases message persuasiveness by adding passion and informality. Clever wordplay or humor fosters inclusion, making your audience feel connected.

Trending Now: Next-Gen Language to Use in Your Marketing Strategy

Your millennial best friend has told you they are in their “new era.” Your Gen Z co-worker said, “It’s just not the vibe.” Don’t take offense if Gen Alpha calls you the rizzler. It’s a compliment.  

Beyond the bad words you know, you need to get in with these generations and ahead of their inventive idioms while you can. Otherwise, you might get ratio’d. There’s a reason why the 2023 Oxford Word of the Year was Rizz, and there’s no counting out that it might be Nyming next year. Does the term Baby Gronk mean anything to you? Well, it should. 

These terms drive SEO results on social platforms, personify your brand voice and form authentic relationships that create repeat patrons. 

Stats to keep in mind: 

• About 40% of Gen Z utilize TikTok as a search engine over Google. 
• Gen Z constitutes 30% of the world’s population and will make up 27% of the workforce by 2025. On top of that, Gen Z’s annual buying power will hit trillions of dollars in the next few years.  
• Common Sense Media found that 53% of kids in the United States have a phone by age 11. Many younger have tablets or other devices with internet access, or as marketers might see it, access to follow, subscribe and buy. 

Do not count this young market out. While many are still trying to get careers off the ground, and many more are years away from getting their first job, you need to think about the buying power of their surroundings. People like parents, grandparents, influential friends and the constant influence of screens.  

Language is Ever-evolving

From the Phonecian system to transatlantic accents and new colloquial nouns, you need to get comfortable with the language your audience uses in their everyday lives. While the science of swearing or the psychological implications of profanity is still not fully realized, we know it has become increasingly normalized and is sure to grab attention. 

Using swearing and slang in marketing adds a real and relatable touch to the message, making it appealing to a diverse audience. Finding the right balance creates a dynamic communication style that connects with modern consumers and builds stronger brand loyalty.

The most memorable failed marketing campaigns were regarded negatively because of their levels of insensitivity, not because they snuck profanity into their copy. Use swearing in an intentional way to enhance your relationship with your audience, like you would your friends.

It might not be for everyone, but if your goal is to reach markets like Gen Z and Gen Alpha, you must branch out to stay above. Bend the rules, redefine the norms and create genuine relationships with your audience.