Turn Stuffy PR Copy Into Gen Z Speak
This American Express mockup shows the glow‑up from stiff Millennial PR to chaotic‑good Gen Z social. Same Gold Card. Same benefits. Totally different language. Use it as your template for turning 10‑sentence press releases into 1‑line posts Gen Z actually screenshots and shares.
What the Image Shows
On the left, the “Millennial PR Team” writes a 39‑word museum plaque about rewards, flexibility, and “all generations of Card Members.” On the right, the “Gen Z Social Team” boils it down to: “It’s giving … your hobbies are eating and traveling.” Exact same offer, but the right side sounds like a friend roasting you in the group chat.
How To Translate PR → Gen Z Speak
- Start with the roast: say the painfully honest truth your customer would text a friend.
- Cut the legacy fluff: delete history lessons, awards, and phrases like “for 60 years.”
- Swap features for vibes: explain how it changes their behavior, not the terms and conditions.
- Use group‑chat syntax: short, casual, a little dramatic (“it’s giving…”, “low‑key”, “unserious”).
- One slide = one idea: if it can’t fit on the right side of that Amex graphic, it’s too long.
More Stuffy → Gen Z Rewrites
Starbucks could turn “Our new beverage lineup offers customers a rich, seasonal flavor experience” into “Starbucks is dropping drinks that taste like October slapped you in the face.”
Calm could turn “Designed to reduce stress and improve sleep quality through guided sessions” into “Calm is for when your brain won’t shut up and you’d like to vibe into unconsciousness now.”
