They rarely coin words into mainstream lingo. But they are uniquely positioned with their data streams to detect trends as they are happening. And they will hap

They rarely coin words into mainstream lingo. But they are uniquely positioned with their data streams to detect trends as they are happening. And they will happily co-opt a term and promote it, if the term makes it easier for consumers to self-identify as part of a group. That eliminates the marketing effort to convince a consumer that they are part of a particular group. Getting individuals to self-identify themselves as members of various groups is a highly effective advertising delivery channel. Convincing you to use groupings as a convenient, time-saving shorthand (like branding is a convenient shortcut) gets you to buy more, more frequently. Marketers and advertisers fear you insisting upon evaluating situations and people one-on-one, as they come up in your life, and using the marinating and revealing effects of time to judge value and character.