Christine Détrez, sociologist: “Even if it is only a fantasy, the crush for another has an obsessive side which makes it a form of deception” The hashtag crush is the language tic that causes a sensation, punctuating the emotions of young generations Y and Z. We "crush" for the latest it bag from a luxury house, the dress seen on the shoulders of a celebrity, or even the house of one's dreams, a heavenly beach at the end of the world.