Have you stayed at a B&B that has a “very conscious, very modest” vibe? Or recently dined at a restaurant full of luxury?
If you don’t know what the terms hypermodern mean, you’re not alone.
TikTok users have recently seen their feeds flooded with videos of confused middle-aged people reading a “Gen Z script” filled with confusing jargon.
Companies are trying to attract younger generations through social media, jumping on the bandwagon with older employees describing rooms that look charismatic and museums that are a hit.
Staff members say their waiting rooms “feel zen,” according to their scripts, with bemused employees talking blankly and gesturing halfheartedly around while staring into the camera.
Apparently from a video promoting Fyfield Manor in Oxfordshire, owner Christine Brown walks through the grounds of the 880-year-old B&B.
The 26-year-old’s mother said she simply “did what she was told” and was “shocked” by the results.
Apparently the origin of this video is promoting Fyfield Manor in Oxfordshire, and it seems that every business in the world is trying out this trend.
The hilarious video received more than 11 million views in four days and shows owner Christine Brown strolling through the gardens of the 880-year-old B&B.
Filmed from a distance, she is shown in the Georgian-panelled dining room as she says the appliance has “understood the task” – meaning it does its job perfectly.
She goes on to say that Victorian stained glass is demure and conscious, referencing a viral TikTok phrase that emerged from a video of Jools Lebron talking about how to do work-appropriate makeup.
According The timesThe B&B owner’s daughter came up with the idea for the video after seeing people filming her parents going to the store and doing other mundane activities that users found amusing because of the quirks of the older generation.
This Boots employee described his branch as ‘excellent’ in a video
The video attempted to include as many terms as possible while still being understandable.
Even a branch of Specsavers filmed a version, although the presenters are quite young.
The 26-year-old’s mother said she simply “did what she was told” and was “shocked” by the results.
“I didn’t even know what those words meant!” he said.
From museums to farms, it seems no business is exempt from trying to follow this trend, with varying degrees of success.
Many commented with praise in the form of other seemingly incomprehensible Gen Z expressions: “I’m sure I’ll be booking my next mental breakdown,” said one.
The most popular videos featured older buildings, such as Beamish Museum in County Durham.
Dressed squarely in a three-piece suit and bowler hat, the presenter described things as “lit” (a more old-fashioned slang word for “good”) and “GOAT” (greatest of all time).
More current terms included praise, saying that the tram “claps” while the aroma from the bakery “is sending me” (making him happy).
Even a branch of Specsavers filmed an employee saying its green decorations made the building feel like a “brat summer” – even though the presenters are quite young.
Lisa Hale, Specsavers’ consumer PR director, told the Times: “We have a team of social media experts who monitor emerging trends across our social media channels seven days a week. Capitalising on trends is a hugely important tactic for brands, especially those that are not part of consumers’ everyday lives.”
Influencers posting about the National Gallery on Instagram or TikTok can make the gallery more popular and revive it as a trendy place.
The initiative follows the National Gallery hiring social media influencers in a bid to attract Gen Z visitors and promote its art to a new audience.
In a bid to attract younger visitors, the central London attraction is using content creators to promote its work through a series of videos.
To mark its 200th anniversary, the gallery donated £4,000 to 20 influential people, including artists, comedians and historians.
Other participants include former contestants on RuPaul’s Drag Race and BBC’s The Great British Bake Off.
The National Gallery’s social media and community manager told The Times she believes Gen Z are more likely to visit if they see collections posted on the accounts of content creators they trust rather than trying to “push themselves along”.
Influencers posting about it on Instagram or TikTok can make the gallery more popular and revive it as a trendy place.
It could also help give the National Gallery an edge over rivals with a more “accessible” image such as the Tate Modern.
