--- title: Hold My Avocado Is the New Viral Millennial Hashtag description: "Hold my beer" gets a 2017-appropriate upgrade with this new line, made popular by a now-viral tweet about generational challenges. canonical: https://time.com/4893355/hold-my-avocado/ author: Raisa Bruner article:opinion: false article:content_tier: free article:published_time: 2017-08-09T19:44:44.000Z article:modified_time: 2026-04-13T07:46:16.526Z og:title: "Hold My Avocado" Is the Viral Catchphrase Millennials Need og:description: Step aside, "hold my beer" og:url: https://time.com/4893355/hold-my-avocado/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt6d1621ed3351087f/6988d911196cf46aa404163a/hold-my-avocado.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 5472 og:image:height: 3078 og:image:alt: Cropped Hand Holding Avocado Against Wall og:type: article twitter:card: summary_large_image twitter:title: "Hold My Avocado" Is the Viral Catchphrase Millennials Need twitter:description: Step aside, "hold my beer" twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt6d1621ed3351087f/6988d911196cf46aa404163a/hold-my-avocado.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # 'Hold My Avocado' Is the Viral Catchphrase Millennials Have Been Looking For > Sponsored content. 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Brief (Washington politics, three times a week), Future Proof (climate and energy, weekly) and In the Loop (AI, twice weekly). All are free at time.com/newsletters and together reach more than 1.1 million engaged readers. #### Which TIME newsletter should I subscribe to? It depends on what you follow. For a daily briefing, The Brief. For health, Health Matters. For Washington politics, D.C. Brief. For AI and technology, In the Loop. For climate and energy as a business story, Future Proof. For culture recommendations, Worth Your Time. For how TIME's journalism gets made, Inside TIME. Readers can select any combination at time.com/newsletters. #### Are TIME's newsletters free? Yes. All seven TIME newsletters are free to join at time.com/newsletters. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes TIME's newsletters? TIME journalists write them. Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement.  by [Raisa Bruner](https://time.com/author/raisa-bruner/)  ## Raisa Bruner Aug 9, 2017 7:44 PM UTC  Lina Bruins / EyeEm—Getty Images/EyeEm  by [Raisa Bruner](https://time.com/author/raisa-bruner/)  ## Raisa Bruner Aug 9, 2017 7:44 PM UTC It’s been a fraught week in [politics](http://time.com/4892946/stephen-colbert-donald-trump-north-korea/), but naturally, the internet has been alight with [debate and discussion](http://time.com/4892949/rex-tillerson-donald-trump-north-korea-threat/) 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/) 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/), 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/) construction that’s [become an internet joke](http://knowyourmeme.com/memes/hold-my-beer) 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/) 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/) to fancy [pizza](http://time.com/4801893/avocado-toast-pizza/) to elaborate [art](http://time.com/4815432/avocado-art-intricate/), 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"}}]}] ```