If you spend much of your day online or have a Gen Z family member, it’s likely you may have been hearing this term recently. If this is a new word for you, you’re in for a treat!
Will understanding the meaning of “cheugy” change your life? Probably not. But it’s fascinating that hundreds of articles and thousands of videos have been published over the last couple months surrounding this idea – so let’s address what it is and the potential (if any) impact it could have on the print and promotional industry.
What does “cheugy” mean?
While there are countless varying definitions out there, the consensus is that “cheugy” (pronounced chew-gee) describes a style, practice or trend that has recently gone out of style. This term has been most used by Gen Z to make fun of outdated millennial culture from the 2010s. Funnily enough, it was coined in 2013, but popularized in this context in 2021 thanks to TikTok.
Examples of trends that are “cheugy”
(Don’t come for me on these – they’re just some of the most popular I’ve seen online so far):
Harry Potter fandom
Chevron stripes
Skinny jeans
Infinity scarves
The phrases “hubby” and “wifey”
Ugg boots
Glitter tumblers
Pumpkin Spice Lattes
“Keep Calm and Carry On”
Snarky coffee mugs
“Live Laugh Love”
#GirlBoss energy
Hair side part
Obsession with “wine culture”
Overusing references from the tv shows “Friends” or “The Office”
Overusing hashtags
Decorative wooden signs for the home
Adults who are obsessed with Disney
If you feel personally victimized by this list, fear not. You don’t need to change your style and opinions because teenagers on the internet are making fun of the generations ahead of them. That’s a practice enjoyed by every young generation since the beginning of time. In fact, there’s an entire counter movement happening online, with many celebrating and taking pride in being a cheug (the noun of the word – equally hilarious to its adjective).
However, if understanding trends and changes in consumer markets could benefit your career and livelihood, paying attention to these conversations (or at least being aware of them) gives you a leg up on your competition. This is especially true if your client demographic is made up of younger or trend-forward buyers.
And even if this isn’t what your buyers look like, it demonstrates how trend turnover has been expedited over the last decade. Social media has created a real-time feedback loop so that ideas can cycle through incredibly quickly. Because we all become more accessible every year, there’s less lag time, creating a consumer expectation of quicker turns and sense of style influenced by a global collective.
If any of this makes you feel out of touch, I encourage you to instead look for a sense of peace in that the only constant is change. Also, it’s perfectly likely that in 20 years, many of the things listed above could be back in style. It’s a constant state of flow and every generation experiences a “changing of the guard” as trends fall in and out of style. There’s a difference between staying relevant and wasting energy on chasing fleeting fads - find a balance that works for you and your business.
And hey…if nothing else, I hope you can use what you learned in this article to freak out the younger people in your life.