Capital letters in messages liable to dying out as Gen Z don’t love being shouted at
Studies have shown that Generation Z prefer to use all lowercase writing because capitals can ‘feel stern or abrupt’ – in contrast, they believe lowercase has a more ‘friendly tone’
Capital letters could be at risk of dying out because younger generations think they are too aggressive. Studies have shown Generation Z prefer to use all lowercase writing because capitals can “feel stern or abrupt”.
In contrast they believe lowercase has a much more “calm, friendly” tone that resonates with their values.
Big brands such as Spotify, whose playlists, such as chill vibes and teen beats, embrace lowercase to signal informality.
Haircare company amika, which has a millennial and Gen Z following, has done the same with its packaging.
Pop stars such as Billie Eilish, 23, have also shunned capitals in some song or album titles such as ‘don’t smile at me’ and ‘my future’.
Maelle Kouman, 24, turned off auto-capitalisation on her phone as a teenager and said it has become a lifelong habit.
She said: “Lowercase feels like an ongoing conversational tone without a start or end.
“It removes the serious tone certain texts can exude, even without trying.”
Ruweyda Hilowle, 24, has also turned her back on capitals and said: “I text in lowercase because it feels more relaxed.
“When I start using proper capitalisation, it feels as if I’m trying to make a point stronger than it needs to be.”
Caitlin Jardine, a social media manager at marketing agency Ellis Digital, said: “Capital letters can feel stern or abrupt.
“A ‘calm, friendly’ tone resonates more with gen Z’s values.
“This, after all, is a generation that grew up online, where the line between formal and informal communication is often blurred.
“Lowercase writing is a way to reject the authority and rigidity associated with traditional grammar.
“It fosters an atmosphere of inclusivity and emotional connection.”
Karim Salama, founder of the digital marketing firm e-innovate, believes it’s a reflection of Gen Z’s need for self-expression.
He said: “Language is constantly evolving, especially with new technology.
“First we saw this with the rise of emojis, which expressed feelings effectively for this generation.
“Using lowercase is straightforward and free from the constraints of past generations.”
