The death of capital letters: why gen Z loves lowercase

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When Maelle Kouman, 24, switched off auto-capitalisation on her phone as a teenager, she didn't know it would stick with her for life. "Lowercase feels like a casual conversation that keeps going without a beginning or end," she says. "It takes away the serious tone some texts can give off, even if you don't mean to."

Ruweyda Hilowle, 24, has also given the chop to capitals. "I type in lowercase because it feels more relaxed," she says. "When I start using proper capitalisation, it feels like I'm trying to make a point stronger than it needs to be."

Kouman and Hilowle aren't the only ones. For heaps of Gen Zers, writin' in lowercase isn't just a style thing, it's a cultural identifier, showin' what they're about and how they feel about tradition. Stars like Billie Eilish, who's only 23, have helped make this lowercase look cool, usin' it in song and album titles like "don't smile at me" and "my future".

Aussie companies are taking notice. Spotify's curated playlists, such as chill vibes and teen beats, use lowercase to give off a casual vibe, while haircare company amika, which has a strong following among millennials and Gen Z, has used the same approach with its packaging to create a friendly, down-to-earth image.

“Capital letters can come across as a bit harsh or abrupt,” says Caitlin Jardine, a social media manager at marketing agency Ellis Digital. A “relaxed, friendly” tone is more likely to connect with the values of gen Z, given that this generation has grown up online, where the difference between formal and casual communication often gets blurred. “Using lowercase writing is a way of rejecting the strictness and formality associated with traditional grammar rules,” says Jardine. “It helps create a sense of inclusivity and emotional connection.”

Karim Salama, founder of the digital marketing firm e-innovate, reckons it's a sign of Gen Z's desire for self-expression. "Language is always evolving, especially with new technology. First we saw this with the rise of emojis, which conveyed emotions effectively for this generation. Using lowercase is straightforward and free from the constraints of past generations."

In Australia, she wanted people to focus on her books, and not on "who I am".

For some Gen Zers, though, writing in lowercase is also about personal style. “There’s something about how the letters line up – it just looks better to me,” Hilowle says. The minimalist approach suits Gen Z's love of simplicity and a more relaxed, imperfect vibe.

Even for those who aren't consciously aware of its visual appeal, writing in lowercase often feels instinctively right. "I reckon I've kept using lowercase out of habit," says Kouman. "But when I look back, it started because everyone in my school group chat was doing it, and I suppose after a while it just felt normal."

Many young people, however, switch back to using uppercase in professional or academic settings, where formality is still important. “I actively choose to text using capital letters when I know I'm chatting with work mates,” says Nardos Petros, 23. “It's about presenting myself in a certain way.”

Some people have even started using capitalisation as a way to jokingly show off their age. Kouman says there's a funny trend on TikTok where young adults are saying they've turned their auto-capitalisation back on as a sign of being grown up.

It's still too early to know if writing in lowercase will become the norm, or if future generations will prefer using capital letters. For Kouman, at least, writing in lowercase is a deliberate choice that holds significance. “Lowercase is more than just a writing style,” she says. “It's a way of expressing myself that feels authentic and natural to me.”

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