GenZ Marketing and Slang: UK vs US Edition

What does Gen Z really think about marketing? And what even is “chuffed”? In this episode, Bill chats with Catherine Woodley, a marketing student from the UK, and Ava Denucce, our graphic design intern from the US, to compare notes on what it's like to break into the industry as a Gen Z.

They explore their marketing passions, laugh about generational trends, and debate the best (and worst) slang from both sides of the Atlantic.

Whether you’re a seasoned marketer or just trying to decode TikTok speak, this one’s for you.

🎙 Topics include:

• Gen Z’s take on modern marketing
• UK vs US slang face-off
• Generational hot takes: what’s in, what’s out
• How young creatives are shaping the future

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Transcript

chuffed. I've not heard that. I've heard that. I don't Yeah, we're just pronouncing it wrong. I love I love that she like Catherine's like, "No, no, no, no. I Oh, no, no. You're saying it wrong." Yeah.

Welcome to the Free Dive podcast. It's Bill. Today I'm sitting in for Kristy who's actually here behind the controls and making sure this stays on track. And we've got a special podcast because not only do we have one guest, we've got two guests with us today. And our guests, we're titling this podcast our Gen Z podcast or as I like to call it, the kids are all right. And so today we have Ava Denucci who is our intern this summer here at Seapoint. Hello. And then we have Catherine Woodley. Hi. And Catherine is actually from the UK. And she is summering here in Maine and she asked if she could drop in at Seapoint and kind of do a day of job shadowing and just kind of seeing what the vibe is here at Seapoint. And I thought it was the perfect opportunity because as we see Gen Z coming into the workplace, it gives us the opportunity to sit down and kind of talk to people that are going to be in the marketing field for the next 20, 30, 40 years. Yeah, I just I'm feeling getting old just saying that. Um, but I thought it was a great opportunity to talk about where Gen Z is, what sets Gen Z apart as a generation, and uh, and just kind of vibe from there. So, first of all, Ava, yes. Um, what drew you to marketing as you're making decisions about what fields you wanted to go into? What what kind of uh, brought you here? Well, I've been an artist basically my whole life. I've been like drawing from a very young age and since I've been doing it for so long I've improved. Um I went to a vocational school so I had to make a choice of like what I wanted to make my career. So it was between design and media communications or marine biology. So I was kind of like in a pickle like I didn't know what I wanted to do. I really love ocean life and I also love to draw. So, I was kind of thinking I don't really want to go on to college and you know, marine biology has to do a lot with like mathematics and I'm not good at that. But, um, so I kind of like I don't want to say I took the easy way out, but I took the way I know I would progress in. So, I chose to be in design and media communications and I took that for four years and I'm hoping to become a graphic designer. Nice. Maybe you'll work on the marketing department for an oyster farm or something just to kind of round that off. That works. Catherine, what uh what got what drew you to marketing? So, I've always been like a super creative person. Pretty much since I was like really young. Um I've always loved to draw. I've loved art, those kind of things. Obviously, as I grew older, I got more into videography and social media. Um really love doing social media. It's something that I do now a lot. Um, but I got the opportunity to try out a different, well, a few different things. Originally, I was going to go to film school. Um, a bit of change of plans happened along the road, but I ended up choosing marketing because I felt it had the most creative influence over me. And I got to do not only sort of like the theory side, but also just, you know, taking different approaches and learning a whole unique set of skills I think was really interesting. So, yeah, I'm now studying at uni. Awesome. And what year are you right now in uni? First year. I'm about to go into second year. Oh, awesome. Awesome. And where's your school at? So, it's in well, I'd say Newcastle and Lime, which is next to Stocon Trenton. Really? Yeah. So, um that is sort of near to Wales in the UK. Um but it is kind of on the outskirts. So, it's at Keel Keel University, but it's a really lovely campus and a really lovely uni. Okay. So, getting back to marketing and you know, entry into marketing. Uh, both of you going through school right now and have gone through school. What's been your biggest surprise kind of coming into the industry that you you weren't anticipating when you thought, hey, I want to get into marketing and then now you're starting doing course work or kind of get exposure. What's been like, hey, I I didn't expect that. I think from my perspective, probably the amount of theory that goes into it. So obviously my degree is a dual honors. So I do marketing and media. At least the marketing side has a lot more theory than I thought it did. Like I was expecting it but not as much as sort of like the onset of what was bought into it. So it's been really interesting to definitely learn about all the different things and then try and put it into practice with things I've been learning. But um yeah, it's probably probably the one I wasn't expecting as much. Gotcha. I've worked a lot with the Adobe suite when I was at school and you learn something new literally every time you use them. So I I went to into it thinking I'd be like an expert on all the apps. I like really know how to do the bare minimum, but I'm a quick learner with them. So I can basically learn anything with them. Awesome. Yeah. All right. So let's pivot a little bit about like Jenz. Um, Jenz's, much as Jenz's in school right now, finishing up school, going to be hitting the workforce. Um, already a major market, you know, as far marketers, we're all getting our heads around, you know, what's the best way to market to Gen Z? What's the differentiators between Gen Z and millennials? And as a Gen Xer, I can say we can spend the rest of the podcast making fun of millennials if we want. But let me Yeah. Yeah. Kristy Kristy's over in the corner. So, let's offend Kristy for a minute. What's the biggest cringe things that millennials do as a a Gen Z person that you're just like, "Oh gosh, Catherine, it's hard. Um, it's actually quite difficult. What's your Yeah. What's your thoughts on skinny jeans? Not for me. Honestly, not for me. Yeah. Depends on the outfit actually, but most of the time it's a no. I feel like as Gen Z, we tend to opt for way more baggy outfits and like loose fitted clothes whereas millennials definitely go for the skinny jeans. Yeah. I I want to personally thank Gen Z for bringing back cargo pants because they've they've been in my um drawer for like 25 years and they're finally cool again and I'm excited about that. Fashion always comes back. It always comes back. Yeah, skinny jeans. People can wear what they want. I don't care. I don't I don't mind them, but they're not like trending right now. So, it's a no for me. What about the entire like live, love, laugh aesthetic? That is there's such a popular one in the UK which is similar to that. Obviously the keep calm. So it says keep calm everything. So anywhere you bought there's literally like keep calm love the queen, keep calm, love the king, keep calm, love London. Like you'll find it absolutely everywhere. Like it's pretty funny. I think actually feel like it's been around for too long. Yes. You just switch it out. Pumpkin spice. Is that gonna be something that's gonna live through Gen Z or is that gonna die with millennials as well? Everything pumpkin spice. I think it will stay. I love my pumpkin spice chai latte from Starbucks. Not sponsored. I can agree with you that though. Um I can't really say much because obviously it's only really popular here. We don't really have pumpkin spice and yeah, it's not really a thing. So they might bring like I think Starbucks does the drinks but apart from that it's obviously we don't we don't have like the um Thanksgiving celebrations that you guys do. So it's not I don't know autumn and fall as you guys call it isn't a massive thing in the UK. The leaves sort of just disappear and then it's just winter. Oh you're missing out on the best part of Maine. I know. Yeah. New England because I Ava is actually in Massachusetts. She lives in Massachusetts, so I can't just say it's a main thing. But um yeah, it especially I don't know if it's the entire country, but especially here in New England, there is a weird pumpkin spice mania that drops like every like the moment like September and then it's like everything is pumpkin spice everywhere. And yeah, I'm so here for it though. I love it so much. The first time I visited uh it was fall and it was just gorgeous outside. everywhere. Completely orange. Never seen anything like it. And obviously I think we also dropped by LLBEAN. Yeah. So they have this pumpkin festival there which was super cool. Um but yeah, literally everything is pumpkins. We're really obsessed with pumpkins. Apple cider I think as well which Oh, apple cider. Yeah. Is that not a UK thing either? So I mean we have like add-ons, I'd say like apple cider vinegar, but other than that no that's not the same. would not find it. I don't think you'd find it in the UK. Apple cider vinegar is what your grandmother gives you when you have a cold. Like that's not the the warm cozy apple cider donuts. I've had those. Trader Joe's. Love Trader Joe's. Yeah. We actually do have Costco in the UK though. I love Costco. It's It's interesting the things. So like I have friends in the UK and it it cracks me up the things they get excited about when they come here that they don't have yet. The one that was like So I had friends that came last year that the one that they were super super excited about was Chick-fil-A this year. Yeah. Because you don't do you get to Chick-fil-A Chick-fil-A? I don't think so. So, have you been to a Chick-fil-A while you've been here? That's crazy. I've done my first Chipotle trip, though. Oh, wow. It was an experience. I would rate Chick-fil-A higher than Chipotle. That might be controversial. Yes, I agree. No, I agree with you. say anything. Yeah. I've only had Chipotle like three times in my life. So, side question, Ava. Yes. How do you feel about The Sound of Music? Is it the greatest greatest musical ever made? Um, I've watched it a couple times. It's a very long movie. Sometimes it drags on. Um, the music's good. It's just that I don't have time for it. Conversely, Katherine, how do you feel about Billy Isish? I really like Billy Eyish. Like I think she makes really good music. Not I wouldn't say I'm a fan. Like I'm not like 100% there. I would I have not been to any of her concerts or anything, but if her song comes on, I'll know it and I'll probably sing along, listen to it. So that's a safe answer. Yeah. I'm trying to start violence between our uh I feel like it's the other way around because I really like The Sound of Music. No, that's why that's why I threw that in there is uh You want to give us a quick synopsis of why Sound of Music is the greatest musical ever made? Well, I watched it when I was really young first in a theater rather than actually the movie. Um, but just I mean stage craft, setting, scenery, music, everything, the story line is just I just love it so much. Everything in there is just absolute perfection. Like the music is just on point. So, I have no complaints. I could watch it a hundred times over. I'm actually going to watch it again at the end of the year. It's one of those It's one of those every year movies. Yeah. I get old. Yeah. Do

Ray a drop of garden.

Welcome to the FreeDive Sing along. We're gonna we're going to institute a karaoke part later. Um, we all saw what when we tried that earlier in the office and how horribly wrong that went with our uh um who's who's the who's the save the pets lady the the video we did for you in the free dive the um Sarah Mclofflin Sarah Mclofflin Mclaclin McLaclin Sarah Mclaclin our sing Mlaughlin karaoke that we did earlier. Yeah. Yeah. It taught everyone never to invite me to your karaoke parties. Just not not something to do. Um, all right. Back to back to Gen Z's. Disney. Love Disney. You love Disney. I also love Disney. So, that's not just going to be a millennial thing that's going to dis. It'll stick around forever. Yeah. That's going to stick around. Yeah. All right. There's going to be Gen Z Disney adults is what you're saying. I'd say so. All right. I'd say I'm probably one of them. Yeah. Um, but what other what other changes do you think just on a broader scale do you see kind of the same thing like talking to your friends in in in your own perspective the fundamental differences? Um, and let's put this like consumer-wise, like what do you think for yourselves that might be different from your parents or from people that might be kind of in in between your age and your parents? Um, what do you find are differences as far as how you guys think about especially purchasing? So, I think like consumption wise, it's really interesting because I feel like Gen Z does a lot of going backwards. So we actually I don't know if it's just me but like loads of at least music and you know whether you music or whatever it is you're buying I'll tend to watch old films or like old music whereas my parents kind of stick to their time. So the music that came out when they were kids they still listen to but I listen to the music that they had when they were kids basically not necessarily the music that comes out now. So, it's kind of interesting to see like the the slight nuances in how like media consumption is slightly different. But yeah. Yeah. What you're saying about music, uh, Gen Z still buys vinyls, vinyl players. I think a lot of the newer artists now are doing things what like what older artists have been doing. Like I think rock music is coming back a little bit. They're making that kind of rock music that you that sounds like it came from like 20 years ago and you can still listen to like 20 years in the future. Do you think Gen Z someday will embrace big hair? We'll get 1980s big hair again. We're just going to have to see. We'll see. We'll see. So again, one of the things that I think is kind of interesting in with every generation is how language changes and how it impacts language. So, I know there's a lot of Gen Z slang that's pretty on, you know, that everyone's adopting even if you're not Gen Z. But let me ask you this. What do you think first, Katherine? What do you think are some Gen Z slang that hasn't hit the US yet?

That's hard. Um, the trouble is I feel like the media I consume is mostly American media. So, anything that I get is pretty much passed forward. So, I'd say we pretty much have everything you guys have. I'm not sure I know anything that's actually different off the top of my head. It's probably like local slang, but yeah, I'm not sure that there's anything that's actually majorly different. Surprisingly, I think they're pretty much similar. Can you think of anything, Ava, that's American slang? Um, do you have brain rot yet? Yeah, we do. I can't stand it, but it's so funny. I actually asked ChatgPT what was the difference. Let me grab it real quick. Some some expressions. See what it says. Yes. Yikes. All right. Pang.

The new tracksuit is Pang. Is that a Is that a UK? I think we've got that one. I think I've heard it a couple of times. Is it in the States? Do you know what it means? No idea. I guess Gen Z I guess Gemini is just straight up Gen Z. It says the new tracksuit is Pang, meaning very attractive or excellent. It's kind of interesting because we have the same word, but we say lang instead of hang. Lang. So, do you you got lang. I got lang. All right. All right. Gass. Yeah. I'm so gassed up for the festival this weekend. Oh, yeah. Yeah. chuffed.

I've not heard that. I've heard that. I don't Yeah, we're just pronouncing it wrong. I love I love that she like Catherine's like, "No, no, no, no. I haven't heard." Oh, no, no, you're saying it wrong. Yeah. Chuffed. I don't know. Bear. There were bear people at the party. Yeah. Or that's bear expensive. Yeah, we have that one. Is that US, too? I think I've heard of it. Butters like I'm not wearing those shoes. They're butters. No, it's supposed to mean unattractive or ugly. Not heard of that one. You know, I I think Chachi PT is trying to make up or Gemini is trying to make up its own slang, and I kind of appreciate that. How about pre? Did you pre his new haircut? No. I'd be curious in the comments, by the way, if anyone who's listening to this have heard any of this slang and and and will uh will um will Yeah, we'll chime in. I wonder if anyone's going to listen to this podcast and chime in on that. All right, bet. Oh, yeah. Yeah. All right. It says no cap, but I think that's pretty universal. Yeah. Delulu. Yep. It's giving. Yep. Yep. The ick. Yep. John, actually this one says a hyper regional term from Philadelphia that can refer to literally any person, place, or thing. So, can you pass me that, John, over there? No. Um, I think I've heard of it a little bit now that you are you hanging out with Philadelphia people? No. Yeah. You're like, absolutely not. And that is an appropriate response from a girl from Boston. Yes. Um to grill. Yeah. I think touch grass. Yeah. Yeah. All All Gen C expressions. What's your favorite Gen Z slang?

We miss Mr. Ku. RZ. Oh yeah. I like to say like things are fire. Yeah, that's pretty good as well. All right, speed round. Tik Tok or Instagram? Instagram. Tik Tok.

Spotify or YouTube Music? Spotify. Spotify. Be real or Snapchat? Snapchat. Let me ask you this. If you had to lose one channel and never use it again for your life, Tik Tok or Snapchat? Snapchat. Snapchat. Oh, interesting. All right. Group text or Discord? Group text. Text voice. Text or voice note? Voice note. Text. Interesting. Influencer or not? I can never say the word.

Entre entrepreneur. Entrepreneur. Entrepreneur. I have a hole in my brain. Influencer or entrepreneur? Influencer going viral or going private? Viral threads or X? X. X. Do you call it X or do you call it Twitter? I still call it. We still call it Twitter. Everyone does. Private story or public cloud? Private story. Private. Taylor Swift or Olivia Rodriguez. I do both at the same time. Not really a fan of I guess Olivia. Harry Styles or Post Malone? Post Malone. Really? Yeah. Post Malone. Yeah. Just seems like he colored on himself. I just can't get past that. Feel like he fell he just reminds me he fell asleep at a party and everyone just Yeah. doodled on him. Coachella or Glastonberry? Coachella. Not been to either. Well, just a streams of them, I guess. Probably Coachella. Here's one I don't even know. Emma Chamberlain or Mr. Beast. Mr. Beast. Mr. Beast. Who's Emma Chamberlain? Um I don't know how to describe what she's like. She's like a popular YouTuber that turned into an influencer and she's sometimes like a post on um what's it called? The Macalla. Yeah. Stanley Cup the mug or emotional support water bottle? Stanley emotional support water bottle. Lana del Rey or ice spice? Lana Del Rey. Iced coffee or matcha latte? Ice coffee. Matcha. Oat milk or almond milk? Almond.

Sweet green or chipotle? Sweet green. Have you been to a sweet green? No. You might have to put that on your You might have to put that on your list. Yeah. Okay. The next one I love because this one's gonna open a full conversation. Duncan's or Starbucks. Starbucks. Starbucks. 100% Starbucks. You've betrayed your people. Sorry. Well, Duncan has good food. Starbucks has good drinks. Yeah. No, coffee is, let's just be honest, coffee at Duncan is trash. I mean, I don't really drink coffee, so I wouldn't really know. But Gotcha. Pineapple and pizza. Should you be should you uh be banned for life? Should pineapple and pizza be banned for life? I think it's fine. I don't see that much of a problem. I don't eat pizza, so I wouldn't not. What? I know. Everyone hates me for it. But you don't eat pizza, Ava? Yeah. Are you like gluten-free? No, I just don't really like it. You Wait, so I I have to hold up here because I know Ava's last name is Denucci. Like I I could eat pasta for days which makes up for it I feel like. Wow. But no pizza. Does Does your grandfather know? Yeah, I think. And he still loves you, I guess. Wow. Croissant or breakfast burrito? Croissant. Croissant. Favorite doughnut? Anything like rainfall? What's your thoughts on the Boston cream donut? Yum. Have you had a Boston cream donut? I think so. I've had holy donuts from Maine, though. Really like those. They're really good. Holy donuts are okay. You haven't done a You haven't done a Holy Donut YouTube I mean a Tik Tok yet. No, probably should. I did do Crumble. You haven't done You should do a main a main food Tik Tok. That would be such a good idea. What would be Okay, Ava, if you were going to have Katherine do, let's just say a New England food Tik Tok where she reviews for British people New England foods. What would be on the list? Like a lobster roll that lobster roll. Um, trying to think of more. What food do we have here? Whoopi. Whoopi pies. Had that as well.

I think I've had that. We call them red snappers. I'm not Frank. Have you had Moxy? I think so. Okay. You're gonna have to You're going to have to find Moxy when you're up in Portland and you're going to have to do a Tik Tok about Moxy. I'll try. Moxy last night. Really? What's your thoughts on Moxy? I think it tastes like root beer. So, are you pro Moxy or anti-Moxy? Pro. I'm pro Moxy, too. What actually is it? It's like a menthol root beer with a really bad aftertaste and selling it to me. And it started and they have a festival in Maine every summer. Oh wow. They have the Moxy Festival in Lisbon. I think Lisbon or Poland. Lisbon Falls. They do the Moxy Festival and it was at one point was as popular as Coca-Cola and now it's just receded to New England and not even all of New England and like Northern New England. And it's got a bright orange label with a guy on it like looking at you like this. And um it is probably one of the most unique sodas that you're gonna taste. I have had the blueberry soda. Main blueberry soda though. That is really nice. All right. Work from home forever or office with free snacks? Work from home. I don't know. I like both. Maybe a mixture. Canva or PowerPoint? Canva. Canva. Ghost writing or oversharing? Oversharing. Crocs or Uggs? Crocs. That's That's one Gen Z thing I can't get behind, guys. Thrifted or designer?

See, to me, I don't know. That's hard. I love thrifting, but also designer is pretty cool. Designer makes more sense for me for the UK, but thrift shops in the UK aren't the same. Like you will not find clothes in there. Fanny pack or mini backpack? Mini backpack. Mini backpack. Y 2K or '90s aesthetic? Y2K? Y 2K.

Hard launch or soft launch? Hard launch. Hard launch. Ghosted or left on red? Left on red. Left on red.

Main character energy or mysterious side character? Mysterious. Main. I would love to be mysterious, but I overshare way too much.

Speaking of which, what's a fun fact about you? I don't know. I started Tik Tok in December, maybe. And before we go back to fun facts, got a question for both of you about Tik Tok specifically and and back to this thought. Do you think Tik Tok negatively impacts creativity? I don't think so. No, I think it indices it. Yeah. Inspiration. Because it seems like in order to get popular, you have to use whatever is a trending song, trending dance, trending whatever. And it that repetition of that original kind of seed versus like it seems like it punishes coming up with creative ideas to present. And do you think that like will impact how people generate content in the future? It's very rare, but I feel like if you do something original, it could trend. Yeah, I think it's a complete mixture. So some things you can create a completely new idea and people will love it and you can you know find your own niche on social media and as long as you I think as long as you post consistently normally it tends to go pretty well. Um but yeah the easiest route I'd say that's probably the harder route. The easier route is just to follow what everyone else is doing. So I guess you could say it lacks creativity and that it just becomes really repetitive then that's the flow. Yeah. Yeah. Interesting. Okay, Eva, you got a fun fact about yourself? I already said this in my interview, but I did hold Billy Eyish's hand. Wow. So, I actually have fun facts about both of you. So, my Ava fun fact, get ready for Okay. Ava's father was on America's Got Talent. He was a contestant on America's Got Talent. Oh, wow. Yeah, that's cool. Y Did he win it? No. No. Um, he plays music with his teeth. Oh, wow. Yes. Feel like I need to see this. You going to show me later? Yeah, I will. Does he practice it a lot at home? Um, sometimes. I mean, he's been on other shows. He's been on the David Letterman show. He's been on the Go show. Um, so whenever He's been on Letterman. Yeah. Oh, that's awesome. Whenever he um like does an audition, he's always like practicing around the house, playing his teeth. Really silly. Do you give him feedback on his teeth playing? Um, yeah, sometimes. Yeah, it's it's in fact his Instagram channel is Mhler Man. Yeah, Anthony Moler Man. Yeah, so it's pretty cool. It's worth checking out. Yeah, I will have a look. Yes. And Catherine, nice. We already talked about her love of the Sound of Music, but um is also from a Polish background. Do you speak Polish? I do.

Jindre. Ah, I get backwards because the Russians do I don't actually know. I don't know. On those lines. So, how fluent are you in Polish? So, I can speak it fluently. I can't really read or write it, though. I'm kind of like the baby steps, so I can put words together by piecing them with letters. But yeah, I'm not I can't fluently read or write it. That's pretty cool. Still impressive, though. Thanks. What's your favorite Polish food? Um, Polish salad, which is like, how do I explain this? So, it's basically where you boil a load of vegetables, which doesn't sound that great, but I promise it is. And some fruits. It's like peas, apples, carrots, potatoes, pickles, um, and then you add like this sauce to it. And it's a really classic dish that people have at like Christmas and stuff, but it's so nice. My family loves it. I actually made some for Christmas this year. Nice. Well, spent uh we've spent some considerable time getting to know Gen Z today and uh feel like it's almost an audition. So, if anybody is looking for a videographer, marketing person, got Katherine here. Um and if anyone needs a graphic designer, you should definitely look Ava up unless we like steal ourselves, but um no, it's been great chatting with you both this morning. Oh, team Ava. Ava has Yes, she has her team member question. Yes. All right. So, what team member used to be a lifeguard? Wow. What team member used to be a lifeguard? I'm going to say Kevin. Nope. Give I get three guesses. Three guesses. Do I get any other clues? It was just beyond lifeguard. That was all I was given. All right. I don't think it's Kristy. I don't think it's

Yeah, but you grew up in like That is Well, that's true. I'm just thinking where you grew up. I mean, I guess there's people who are lifeguards at pools. I'm just thinking lifeguards at the ocean. So, that was two guesses. Two more guesses. I don't think it's Anna Lynn. Oh, I've never really had that. How good of a swimmer conversation are you with any of my employees? Maybe that should be on our performance review. Maybe we need to have a sepming outing. Yes. And where Kristy is going to swim past all of us. All right, Dan. Nope. And then my final guess is Tim. Nope. Tim looks like he could have been a lifeguard though, right? You only guessed Ben. What? You only guessed Ben. Wow. What's up with that? I might I might have work to do people. I might I might have some introspection to do on that. Sorry everybody. I thought about women when I was asking. I threw Oh, yeah. I said I I mean I was thinking about women and then saying no, they wouldn't be lifeguards. All right. Who is it? Yuri. Yuri. Ah, that's Yeah.

Well, we're going to end this podcast on a reflective note, everybody. Um, guess I have some uh sexism to work on for for this week. So, we'll see you all on our next episode of the Free Dive podcast. Thanks for being here. Thanks for being here. Thank you guys.