From Buzzwords to Benefits
The words we use to describe what we do matters. Language shapes our perceptions and influences our decisions. In marketing, the words we choose can evoke emotions, build trust, or, conversely, create skepticism.
Today, in our highly polarized society, language matters more than ever. We find ourselves in a landscape - where buzzwords to describe equitable or environmental outcomes are the very terms that are inciting political backlash and cancellation. Simultaneously, major financial institutions are reassessing their commitments to sustainability. For instance, notable banks are distancing themselves from Net-Zero funds and withdrawing from the Net-Zero Alliance. Large corporations, from Target to Walmart are rolling back their publicly made pledges related to environmental and social responsibility, leaving the rest of us to question the authenticity of these efforts and how much is still going on behind the scenes.
Shorthand terms serve a purpose, they clump together a set of ideas, commitments, and programs that can save on copy and or explanation. In consumer marketing, their equivalents are words like "sustainable," "eco-friendly," and "green" that have become staples in marketing lingo, but their overuse—and often vague application—are likely to lead to the same misunderstandings and are ripe for backlash. The proliferation of these buzzwords has resulted in a dilution of their meaning.
So, what does this mean for brands whose primary audiences are everyday people rather than government entities and institutional investors? It’s time to change up our vocabulary shifting from empty jargon to outcomes - focusing on the benefits we deliver or hope to bring about using simple, easy to understand language we can all get behind.
Here are some key takeaways for how to move your brand language ahead in 2025:
1. Benefits over Buzzwords
Rather than relying on empty buzzwords that have lost the meaning or taken on new political leanings, brands should choose words that outline the benefit backed up with a tangible action. For example, Kuli Kuli, a superfood business based on the health benefits of the Moringa plant forgoes the eco-bingo card of phrases for a descriptor ‘Quality nutrition you can feel’ backed up with reasons to believe in their business model from organic certification, direct farmer relationships to quality control. This is a descriptor in everyday language that anyone can understand, and few can disagree with.
2. Back-Up Claims with Evidence
Providing evidence is crucial for building trust. Brands should be prepared to share data, certifications, or third-party audits that demonstrate their commitment to sustainability. This transparency can help alleviate consumer skepticism and reinforce the brand's credibility. Elf Cosmetics is a rising star in the beauty industry offering value-based cosmetics that focus on inclusivity and positivity. The brand aligns its external mission of providing diverse customers with tailored products to meet their unique needs with a strong internal commitment to Diversity, equity, and inclusion goals –a stance their CEO is standing behind, despite current market trends. All is backed on their website with metrics and data.
3. Tell Authentic Stories
Instead of relying solely on buzzwords, brands can share authentic stories that illustrate their purpose and values. By showcasing real-life examples of their positive impact—such as community initiatives or environmental projects—brands can create a more meaningful connection with their audience. Cotopaxi’s signature brightly colored outdoor goods raise a smile on the trail or the slopes, and it’s made from deadstock material - a high quality, leftover material unused by the original manufacturer. The brand does a great job of succinctly explaining what Deadstock fabric is through website stories of the manufacturers in Asia who do the scrap sourcing and creative assembly.
4. Engage with People
Brands should actively engage with all their audiences and encourage open dialogue. By listening to stakeholders — both inside and outside the organization — brands can better understand concerns, build trust, and foster a sense of community.
Travois, a Certified B Corporation® dedicated to advancing housing and economic development in American Indian, Alaska Native, and Native Hawaiian communities, exemplifies this approach. Since 2021, Travois has conducted an annual materiality survey to gather insights from employees, clients, investors, and advisory board members.
Through this ongoing process and by refining the way they communicate about their key initiatives, Travois has clearly identified what matters most to its stakeholders. This has enabled the organization to sharpen its focus and prioritize efforts that advance Tribal Sovereignty and Advocacy & Public Policy.
Conclusion
In the world of purpose-driven marketing, language matters. Buzzwords without clear definitions can lead to misunderstandings and backlash, harming a brand's reputation and consumer trust. To succeed, brands must prioritize clarity, authenticity, and transparency in their messaging.
As consumers become increasingly discerning, it’s not just about what you say—it's about how you say it. A thoughtful approach to language fosters genuine connections and helps avoid pitfalls.
At Marshall Sustainability, we specialize in refining brand messaging to resonate authentically with your audience. Our services include tailored communication strategies, audits and materiality assessments to enhance clarity and engagement. Let us help you articulate your commitment to sustainability in a way that builds trust and resonates with the people that matter most to your business.
