A South African IsiXhosa slang word which means that one is going through the most/going through a lot- Mgowo (other derivatives: gowa, gowishing, gowisha, umgowo)
“I want to live my best life…” Millennials truly voucher for this statement and strife as much as the can to bring this to life. These individuals find themselves constantly between a rock and a hard place. They have been told to get a good education that will set them up for success, in essence live the dream that was sold to them, but curve balls have been throw in all directions they can imagine. Baya gowisha- they are going through the most. Not to mention the unemployment rate that is farther battering their dreams.
They take solace in sharing the different kinds of trails and tribulation they go through common social platform as a means of distraction from the daggers that life is actual throwing at them. They even go to the length of giving the term umgowo an image to vividly describe the concept. Mgowo beckons for a liberator or some sort of structure or system that alleviates umgowo. Brands are presented here with a gap to address their audience should they have them in the category.