They rarely coin words into mainstream lingo. But they are uniquely positioned with their data streams to detect trends as they are happening. And they will happily co-opt a term and promote it, if the term makes it easier for consumers to self-identify as part of a group.
That eliminates the marketing effort to convince a consumer that they are part of a particular group. Getting individuals to self-identify themselves as members of various groups is a highly effective advertising delivery channel. Convincing you to use groupings as a convenient, time-saving shorthand (like branding is a convenient shortcut) gets you to buy more, more frequently.
Marketers and advertisers fear you insisting upon evaluating situations and people one-on-one, as they come up in your life, and using the marinating and revealing effects of time to judge value and character.
