March 2025

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Applying Linguistic Demographic Analytics to Oral Care category uncovered a set of distinctive in-group terms used by three age groups: Gen-Z, Millennial and Boomer

Select from terms below to A/B test for corresponding target segments

Brand’s Terms
Gen Z: prevention
Millennial & Gen-X: deeper
Boomers: keeps

Trending Terms


    1. fact

    2. active

    3. fights

    4. amount

    5. mint

    6. total

    7. prevention

    8. realize

    9. thorough

    10. appreciate

    11. smooth

    12. break

    13. enjoyable

    14. unique

    15. purchase

    16. feels

    17. tastes

    1. highly

    2. texture

    3. classic

    4. thicker

    5. instantly

    6. combination

    7. deeper

    8. provide

    9. fresh

    10. health

    11. offers

    12. paste

    13. mess

    14. spicy

    15. dentist

    16. comprehensive

    1. health

    2. travel

    3. tasting

    4. keeps

    5. reasonable

    6. price

    7. dentist

    8. thrilled

    9. dispense

Suggestion 1: Product Effects
Gen Z: brightens
Millennial & Gen-X: polishes
Boomers: strengthens

Suggestion 2 : Clean Ingredients & Safety
Gen Z: baking soda
Millennial & Gen-X: coloring
Boomers: safe

    1. soda

    2. baking

    3. care

    4. overall

    5. faster

    6. quality

    7. absolutely

    8. simply

    9. cavity

    10. discomfort

    11. tiny

    12. popular

    13. brightens

    14. cheapest

    15. increase

    1. polishes

    2. coloring

    3. crisp

    4. initial

    5. food

    6. lift

    7. adhere

    8. perfectly

    9. lucky

    10. brightening

    11. detox

    12. choice

    13. importantly

    14. 3d

    15. great

    16. flavors

    17. seen

    18. sleek

    19. maintaining

    20. bang

    21. buck

    22. 2x

    23. particular

    1. safe

    2. bundle

    3. dentist

    4. girls

    5. colored

    6. fantastic

    7. arctic

    8. price

    9. strengthen

    10. beautiful

    11. enough

Suggestion 1 : Taste & Medicinal Quality
Gen Z: taste
Millennial & Gen-X: minty
Boomers: medicine

Suggestion 2: Affordability & Value
Gen Z: affordable
Millennial & Gen-X: expensive
Boomers: price

    1. affordable

    2. taste

    3. cream

    4. dental

    5. night

    6. coupons

    7. effective

    8. oral

    9. sleep

    10. strong

    1. minty

    2. feel

    3. expensive

    4. plus

    5. medicine

    6. flavor

    7. cold

    8. mouth

    9. enjoy

    10. especially

    11. worth

    1. price

    2. sale

    3. comfortable

    4. wax

    5. care

    6. dental

    7. medicine

Suggestion 1 : Sensitivity & Results
Gen Z: sensitive
Millennial & Gen-X: days
Boomers: improvement

Suggestion 2: Whitening & Trust
Gen Z: whiten
Millennial & Gen-X: work
Boomers: improvement

    1. clean

    2. whiten

    3. sensitive

    4. flavor

    5. light

    6. gel

    7. whitening

    8. help

    1. notice

    2. price

    3. days

    4. kit

    5. work

    6. treatment

    7. sensitive

    8. minutes

    9. far

    10. coffee

    11. easy

    1. whitening

    2. improvement

    3. difference

    4. worth

Suggestion 1 : Effectiveness & Accessibility
Gen Z: (kills) bacteria
Millennial & Gen-X: affordable
Boomers: reasonable

Suggestion 2: Taste & Experience
Gen Z: overpowering
Millennial & Gen-X: bedtime
Boomers: worked

    1. routine

    2. confidence

    3. teeth

    4. quick

    5. bacteria

    6. cleaning

    7. standard

    8. freshness

    9. mouths

    10. serious

    1. helping

    2. affordable

    3. bedtime

    4. gentler

    5. maintain

    6. sale

    7. super

    8. solution

    9. decay

    10. gingivitis

    11. improved

    12. healthy

    13. peroxide

    14. great

    15. helps

    16. tooth

    17. gums

    18. paste

    19. properties

    20. tough

    21. worked

    22. price

    1. years

    2. son

    3. reasonable

    4. worked

Suggestion 1 : Technology & Trust
Gen Z: technology
Millennial & Gen-X: thicker
Boomers: years

Suggestion 2: Customer Journey
Gen Z: delivered
Millennial & Gen-X: head
Boomers: fabric replacement

    1. technology

    2. literally

    3. zero

    4. accessible

    5. scent

    6. works

    7. firmer

    8. significant

    9. solution

    1. thicker

    2. incredibly

    3. perfectly

    4. value

    5. good

    1. years

    2. worked

    3. excellent

    4. gift