51% of teens call brand slang flirting
51% of Russian teenagers consider brand slang to be flirting; 44% trust communication as equals. Half turn to AI first when they have questions. Data from theGirl.ru and RuGenerations.
More than half of Russian teenagers (51%) believe that brands are flirting with them when they use youth slang. This is the result of a joint study by theGirl.ru and the Russian generational theory school RuGenerations, reviewed by AdIndex. Meanwhile, 44% of respondents trust brands that communicate with them as equals.
The project's authors note: young audiences are sensitive to pushy advertising. They prefer messages built on people's real experiences. Brands' attempts to speak teens' language do not guarantee contact.
"Classic 'in-your-face' advertising already worked poorly on Zillennials. Teenagers are even more sensitive to being pushed. They trust real experience, and false promises are easily checked with an internet search," said Elena Bugay, editor-in-chief of theGirl.ru.
What do neural networks mean to teenagers?
Half of the respondents turn to AI first when a question arises, rather than search engines. Another 38% value neural networks for their speed of answers and the ability to ask questions without fear of judgment. Just as many respondents admitted that AI sometimes understands them better than the people around them. Only 5% of study participants do not use neural networks at all.
"It's important not to fall into the trap of the name. Homelanders constantly emphasize that they are diverse. Their value lies in their enormous diversity. There's no need to emphasize technology when talking to them — live human communication is more important," emphasized Evgenia Shamis, founder of RuGenerations.
The researchers call today's teenagers and first-year university students "Homelanders." According to their classification, young people aged 12–19 belong to the Zoomer generation, not Alpha. The authors separately stress: within the group there are different interests, habits, and views.
The conclusion for marketers is simple: technology is not the main language of communication with this audience — live human contact matters more.
Which stereotypes annoy "Homelanders"?
The name "Zoomers" is perceived positively by 33% of respondents, while it annoys 29%. The term iPad Kids is rejected by 43% of those surveyed.
The greatest irritation is caused by the stereotype that they cannot live without a phone — noted by 42%. Another 20% disagree with the claim that teenagers are lazy.
"They are annoyed by the stereotype that they can't live without a phone. They can easily put it aside. This is a generation born into the digital world; for them it's simply an environment," explained Evgeny Nikonov, head of the RuGenerations research center.
The point is clear: digital devices are a habitat for this group, not an addiction, and labeling them "gadget hostages" is a mistake.
How do teenagers manage their money?
About 65% of respondents save money. Every second respondent earned their first money before the age of 14. Almost half (49%) expect to buy housing on their own in the future, and another 36% with family support.
Main categories of personal spending:
- food and drinks outside the home — 67%;
- cosmetics — 26%;
- books and hobby-related goods — 26%.
Before the researchers is an audience that earns early, saves, and plans major purchases. For brands, this means: teenagers' financial independence is a working fact, not a marketing hypothesis.
How was the study conducted?
The work proceeded in two stages. First, RuGenerations organized focus groups and in-depth interviews with teenagers aged 12–19. Then an online survey was conducted on the theGirl.ru platform with the support of Likee and "Uchi.ru." More than 12 thousand teenagers from various regions of Russia took part in the survey.
The main takeaway for advertisers: groveling with slang repels every second teenager, and trust is won by brands that speak as equals and rely on people's real experience.
Source: AdIndex
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