The article critiques the overuse of buzzwords in the creative industries, highlighting that terms like 'purpose-led' and 'strategy' have become clichéd and often lack genuine meaning. Experts suggest that these words are frequently used to create an impression instead of conveying clear messages. The piece emphasizes the need for clearer, more authentic communication, arguing that many brands have misappropriated terms like 'purpose' for marketing rather than genuine intentions, especially when profit motives overshadow initial altruistic goals. It's time for the industry to move on from these tired terms.
It's time to give them a proper send-off so we can all start speaking like humans again.
Brands have hijacked the word 'purpose' for virtue signalling... It's hard to take those high-minded statements seriously when their gender pay gaps tell a different story.
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