The Brief: "Goals" expresses desire or ambition.

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DEEP DIVE

Goals describes an item, a mood, or a situation of personal desire. The word is often used on its own to describe a picture or video, but it can also be used as part of a sentence or as a hashtag. For example, if someone posts a photo of a delicious-looking pizza on Instagram, someone else might comment “That pizza is goals.”

Variations of goals include “squad goals” (goals related to groups of friends) and “relationship goals” (goals related to couples).

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