Dive Brief:

• It seems that in recent years, brands are making more grammar mistakes in their marketing. 
• Examples include the phrase "most tastiest" on Tesco orange juice and Victoria Secret's unnecessary apostrophe (and spelling error) in "You've never seen body's like this." 
• Reasons for the increase in mistakes are being attributed to hyper-casual language created by social media and a millennial workforce that lacks writing skills. 

Dive Insight: 

Obviously, humans are prone to making grammar mistakes — it happens often. What is surprising is that those mistakes are making it all the way to the final stages. When Old Navy printed a shirt that said, "Lets Go!" there had to have been several people who approved the design without noticing the error.

It seems unfair to blame such mistakes on a generation, but National Center for Education Statistics shows that just 32% of eight graders are proficient in language skills. The workforce isn't full of eighth graders, but those people are not far off from entering the workforce. What would be interesting to see is whether those cases were actually handled by millennials or not? That would be the only way to prove that theory. Regardless, bad grammar is a serious problem marketers should address.