A New York Times article from 2006 was amongst the first to glom onto the phrase’s increasing popularity. The first thing to note: although “it is what it is” feels as British as beer bellies, sunburn and fading St George’s flag tattoos, the phrase is arguably as American as it is British. But where did the phrase come from, and what does it mean? And more importantly: will “it is what it is” ever die? When the father of modern situational comedy and Gen Z TikTok users are saying the same thing concurrently, you know you’ve tapped into the motherlode of the cultural zeitgeist.
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