--- description: "Hold my beer" gets a 2017-appropriate upgrade with this new line, made popular by a now-viral tweet about generational challenges. title: "Hold My Avocado" Is the Viral Catchphrase Millennials Need image: https://static.time.com/v3/assets/bltea6093859af6183b/blt6d1621ed3351087f/6988d911196cf46aa404163a/hold-my-avocado.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Newsfeed](/tag/time-section-newsfeed/) ## Newsfeed Update your preferences in [Account Settings](/account/preferences/) Close # 'Hold My Avocado' Is the Viral Catchphrase Millennials Have Been Looking For  by [Raisa Bruner](/author/raisa-bruner/)  ## Raisa Bruner Update your preferences in [Account Settings](/account/preferences/) Close Aug 9, 2017 7:44 PM CUT  Lina Bruins / EyeEm—Getty Images/EyeEm  by [Raisa Bruner](/author/raisa-bruner/)  ## Raisa Bruner Update your preferences in [Account Settings](/account/preferences/) Close Aug 9, 2017 7:44 PM CUT It’s been a fraught week in [politics](http://time.com/4892946/stephen-colbert-donald-trump-north-korea/ "undefined"), but naturally, the internet has been alight with [debate and discussion](http://time.com/4892949/rex-tillerson-donald-trump-north-korea-threat/ "undefined") on the hot topic. But one commentator on Twitter went viral after he decided to compare the struggles of millennials today with those of the Baby Boom generation when they came of age, which was during the the [Cold War](http://time.com/3028202/in-the-latest-issue/ "undefined") that shrouded previous generations in related fears about safety in the event of an attack. In the widely circulated tweet from Google Ventures partner [Ken Norton](https://www.kennorton.com/ "undefined"), the former product manager shared his view of the generational differences in a tongue-in-cheek hypothetical exchange — that concludes with perhaps the most zeitgeist-encapsulating catchphrase we’ve seen in a while. > [](https://twitter.com/kennethn/status/895036508163276801) “Hold my avocado” is a riff on two things. First, it takes advantage of the [“hold my beer” dialogue](http://time.com/4736157/sean-spicer-united-airlines-pepsi-meme/ "undefined") construction that’s [become an internet joke](http://knowyourmeme.com/memes/hold-my-beer "undefined") to represent how politicians, brands, or other entities play a [race-to-the-bottom game](http://time.com/4736157/sean-spicer-united-airlines-pepsi-meme/ "undefined") of putting their feet in their mouths. It was a fast favorite for some. > [](https://twitter.com/Bogdana/status/895180253018062848) > [](https://twitter.com/MBGlenn/status/895114011771064320) But the thing that makes this catchphrase relevant is the canny swap-in of “avocado” for beer. We live in the era of peak avocado consumption. The proliferation of all things avocado-related, from overpriced [toast](http://time.com/4861608/avocado-toast-cost-spending-americans-square/ "undefined") to fancy [pizza](http://time.com/4801893/avocado-toast-pizza/ "undefined") to elaborate [art](http://time.com/4815432/avocado-art-intricate/ "undefined"), has become shorthand for the trends and priorities that millennials, in particular, embody. In other words, “hold my avocado” is a quick way to denote the contemporary millennial experience: seeking luxury wellness, but potentially derailed by sociopolitical developments. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4893355/hold-my-avocado/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4893355/hold-my-avocado/"},"headline":"'Hold My Avocado' Is the Viral Catchphrase Millennials Have Been Looking For","datePublished":"2017-08-09T19:44:44.000Z","dateModified":"2026-04-13T07:46:16.526Z","description":"\"Hold my beer\" gets a 2017-appropriate upgrade with this new line, made popular by a now-viral tweet about generational challenges.","url":"https://time.com/4893355/hold-my-avocado/","keywords":["Newsfeed","viral","twitter","avocado","Meme"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6d1621ed3351087f/6988d911196cf46aa404163a/hold-my-avocado.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Raisa Bruner","jobTitle":null,"url":"https://time.com/author/raisa-bruner/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt6d1621ed3351087f/6988d911196cf46aa404163a/hold-my-avocado.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Cropped Hand Holding Avocado Against Wall","caption":"Cropped Hand Holding Avocado Against Wall","creditText":"Lina Bruins / EyeEm—Getty Images/EyeEm","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4893355/hold-my-avocado/","name":"'Hold My Avocado' Is the Viral Catchphrase Millennials Have Been Looking For"}}]}] ```