My sister texted me last week asking if I could pick up some Kleenex and Chapstick for her. Without thinking, I grabbed Puffs and some Burt’s Bees.
When I arrived at her place in Austin, she laughed. “I said Kleenex, not Puffs.”
I replied, “Same thing.” She shot back, “Not to Mom.”
She was right. Our parents, who grew up in Boston in the sixties and seventies, have their own specific vocabulary. They don’t say facial tissues; they say Kleenex. They don’t inline skate; they Rollerblade. And if there’s a typo, they reach for Wite-Out. These brand names have become so ingrained that many people no longer make a distinction between the brand and the product itself. This phenomenon is known as genericization, a mix of marketing triumph and linguistic landmark.
If you still use these brand names, you likely learned them from those who experienced a time when competition was scarce. Here’s a closer look at seven brand names that signify a Boomer’s language.
### 1. Kleenex
Kleenex is perhaps the most recognized example of a brand overshadowing the actual product name. Originally marketed as a makeup remover in the 1920s by Kimberly-Clark, the brand gained popularity when people began using it for colds and allergies. The brand became so dominant that even today, many Boomers will ask for a Kleenex regardless of the box design.
### 2. Xerox
When someone says, “I need to Xerox this,” it’s classic Boomer speak. Xerox’s first photocopier transformed office work in 1959, making the term synonymous with copying. In many workplaces, especially those with older staff, saying “Xerox” instead of “copy” became common. The company has worked to protect its brand name, making it clear it should be used as a descriptor, not a verb.
### 3. Rollerblades
When talking about strapping wheels to your feet, Boomers will likely say “Rollerblading.” This brand, created by two Minnesota hockey players in the 1980s, became synonymous with inline skating. Although younger generations might call it inline skating, the term “Rollerblade” holds strong in the vocabulary of many Boomers.
### 4. Wite-Out
Wite-Out, BIC’s correction fluid, is a throwback to a time when paper edits weren’t as easy. For Boomers, referring to any correction fluid as Wite-Out connects them to a different era of work. Today, younger people often rely on digital editing tools, making Wite-Out a relic.
### 5. Chapstick
Chapstick is a household name for lip balm, originally created in the 1890s. This brand became so common that Boomers often use “Chapstick” to refer to any lip balm. Younger generations are more specific, frequently using “lip balm” or a particular brand.
### 6. Q-tips
Q-tips have become a generic term for cotton swabs, though Unilever’s brand name originated back in 1926. Boomers often request Q-tips for any cotton swab, while younger people might simply say “cotton swab.”
### 7. Crock-Pot
Crock-Pot is the brand name many Boomers use when referring to slow cookers. This appliance became popular as more women entered the workforce in the 1970s, seeking convenience in cooking. Younger cooks, however, might specify “slow cooker” or mention other brands.
### The Impact of Language Evolution
Language changes over generations. The way we refer to products can reveal our upbringing and the brands that dominated our youth. Boomers grew up in a time when fewer brands led the market, making their vocabulary different from younger generations, who enjoy a vast array of choices.
Interestingly, studies show that brand loyalty can impact purchasing decisions. A recent survey by Nielsen found that 59% of consumers prefer familiar brands over alternatives. Thus, brand names that left a lasting impression continue to shape conversations and preferences today.
In the end, the vocabulary we use ties us to our past. Whether it’s calling for a Kleenex or asking someone to Xerox a document, these terms are more than just words; they tell the story of our experiences and the brands that shaped them.
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