Why Gen Z Would Rather Be Called ‘Bro’ Than ‘Babe’

Gen Z is officially done with cringe pet names like “sweetie” and “babe,” and they’re making space for something way more personal—and a little weird. New research from Coca-Cola Great Britain shows that traditional terms of endearment are out, and Gen Z is leaning into nicknames that actually reflect their relationships. Think “shawty,” “squad,” “bro,” and “bestie.” It’s less about being romantic and more about being real.

The data comes as part of Coca-Cola’s rebooted “Share a Coke” campaign, where names on soda cans are being replaced with Gen Z’s favorite nicknames. Customers in the UK can even create custom cans with their own go-to terms for their partner, friend, or whatever situationship they’ve got going.

According to the study, 37 percent of Gen Z say names like “muffin,” “sugar,” “old man,” and “darling” just feel outdated. Instead, younger daters prefer nicknames that come from inside jokes, shared moments, and group dynamics. Over 50 percent say being called a nickname makes them feel more loved and connected, and a lot say it helps them feel like part of their crew.

Coca-Cola’s marketing team says the shift reflects how Gen Z communicates—more personal, less formal, and always based in meaning. These names are more than cute words. They’re code for closeness, identity, and shared experience.

So next time someone calls you “bro” on a date, just know—it might be their way of saying they’re into you.

Source: New York Post