Brands shift to wholesome tone

Companies are moving away from using youth slang and informal language on social media, aiming for a more "wholesome" communication style. This change comes as some brands notice that the previous approach, which relied on forced slang, heavy jokes, and casual language, may be losing its effectiveness, especially with younger audiences.

Examples of brand style change

Duolingo, Burger King, and Winamax have previously used a more eccentric and informal tone in their social media posts. However, in 2026, these companies are showing a clear trend toward adopting a more straightforward and wholesome communication style, as seen in Duolingo’s decision to gradually abandon its previous approach.

Research supports human-like brand tone

A 2022 study titled Brands Are Human on Social Media found that a relaxed, human-like tone on social media can create a stronger emotional connection with consumers. This tone makes people feel as if they are interacting with the brand directly, increasing their desire to engage and make purchases.

Conversational tone boosts sharing

A 2025 study by the University of Parma showed that using a conversational tone on social media increases consumer pleasure and encourages sharing. This effect was particularly strong when compared to formal and institutional language, which was found to be less engaging.

TikTok promotes user-like brand content

TikTok has encouraged brands to adopt a more user-like tone by promoting the idea that "Don't Make Ads, Make TikToks." This approach suggests that brands should create content similar to what users post, rather than traditional advertisements, to stay relevant and engage with audiences effectively.

Slang seen as inauthentic by consumers

A 2025 study titled The Slang Paradox found that using slang like "fire" or "dope" can make a brand appear less authentic. The research suggests that slang is closely tied to social identity, and consumers may view brands using it as inauthentic if they lack real membership in the group or shared familiarity.

Generation Z is not a monolith

Professor Elodie Gentina from IÉSEG School of Management points out that Generation Z is not a single group but a diverse set of individuals. Brands that try to speak to the entire generation risk alienating everyone, and young people expect brands to be consistent in both words and actions.

Misuse of Gen Z language criticized

A 2026 study titled Gen Z Language? Y'all Mean AAVE noted that much of the language attributed to Generation Z actually comes from African American Vernacular English (AAVE). The study argues that this language is often used in a broad and oversimplified way, reducing it to a marketing tool rather than respecting its cultural roots.

Brands avoid direct self-expression

Some brands are avoiding direct self-expression to maintain authenticity. Research shows that messages with slang are viewed more negatively when posted by a brand but are accepted when shared by influencers, who are seen as regular consumers. Duolingo, for example, is now using a network of paid creators to relay its message in a more natural way.