The Importance Of Great Brand "Rizz"

Resy’s ‘Reservationship’ campaign poster, May 2022

Does you brand have "rizz'? If not, your chances with Gen Z are limited.

“Rizz” is 2023’s Word Of The Year. First used by streamer Kai Cenat, it means having good ‘game’. (You could also say ‘romantic appeal’ or ‘charisma’ - if ‘game’ isn’t helping).

It’s a world away from 2022’s ‘Goblin Mode’. And suggests that after a period of kicking back against societal pressures by embracing mess, Gen Z may be ready to become their ‘best selves’ again.

So what’s driving it? It could be the desire for real human connection. Where the Oxford University Press favoured ‘rizz’, Collins Dictionary crowned ‘AI’ word of the year – now you can’t call THAT a coincidence. In the context of impersonal and omniscient generative intelligence, human appeal has never been more… appealing.

And in case you need any more proof that relationships are on Gen Z’s minds, other top-ranking words for 2023 include:

-      ‘beige flag’ – a sure sign that someone you’re dating is a little, well, dull
-      ‘situationship’ - an informal sexual relationship (naughty naughty)
-      ‘parasocial’ – passionate love of a fan for a celebrity (‘Swifties’, we’re looking at you)

So how do you take the step from casual romance to becoming a ‘love brand’?. For Gen Z, driven by hype, obsessed with authenticity and quick to challenge gender norms, it’s going to take ‘rizz’. ‘Rizz’ is fun, flirty and decidedly light-touch. And any category can leverage it.

Take restaurant booking app Resy with its May campaign ‘Reservationship’, which promised an experience somewhere in-between a fling and a commitment. And, most importantly, uses THEIR language to do it.

So how are you going to move beyond just engaging with Gen Z, to demonstrating you’ve got great “rizz”?