Just as we thought 2025 was winding down and preparing to turn off the lights, Dictionary.com dropped a late-year surprise: “6-7 is officially the word of the year.”
Yep. Two digits. Not much context. But definitely a vibe.
While it may seem odd to be naming a word of year when 2025 is in its final lap, it’s also fitting. Because nothing sums up this unpredictable generation like a term that feels like a reaction, a ¯\_(ツ)_/¯, or an inside joke, all at once.
What does this phrase mean? (Pretty much whatever Gen Alpha wants it to mean.) It’s “so-so” or “meh” or a playful “OK.” With the hand gesture, it’s somewhat comedic.
We may scoff, but for these digital natives who were raised with touchscreens and memes, this reminds us that language is ever evolving. And it requires us as communicators to be acutely aware.
You may have heard a few of their other new expressions, such as aura farming, (intentionally curating your vibe…aka: branding) or crashout, (a ‘meltdown’) or mogging, (when one effortlessly outshines someone.) Their vocabulary is an ongoing stream of invention.
It’s a combination of clever and chaotic, but reflective of living in this hyperconnected era.
For those of us in communications and marketing, it’s proof that slang matters. It tells us what’s resonating emotionally. It shows that language can change faster than brands can keep up.
Our job isn’t to adopt this messaging merely because it’s trending (sorry, we don’t advocate using “6-7” in any press release), but it’s to understand what audiences are actually saying. It keeps us – and our clients – relevant.
At O&G, we’re proud to be multigenerational.
We’ve got communicators from all ages (from Gen Z creatives to an ‘almost-Boomer’) so that we naturally understand the nuances and references that emerge in our conversations.
So, as we wrap up 2025, let “6-7” remind us to stay curious, adaptive, and tuned in. It may be playful, but the takeaway is real: knowing how people speak is key to reaching them.
And that’s what great communication does best.