The Problem with Modern Marketing Speak: Why Simplicity and Honesty Matter

This question often weighs on me as I navigate the prevalence of vague, exaggerated, and even nonsensical marketing language. Terms like “sustainable,” “curated,” and “artisanal” are thrown around so often that they’ve lost much of their meaning. Brand names have shifted toward quirky, SEO-friendly nonsense words that seem to prioritize search engine rankings over human connection. And while these strategies may attract temporary attention, they can leave consumers feeling confused, misled, or even irritated.

A striking example of this is the rise of third-party sellers on platforms like Amazon, where brand names often consist of bizarre, nonsensical combinations like “Fitory” or “Zlibone.” These names, likely chosen to satisfy algorithmic visibility, often fail to convey any meaningful connection to the product itself. Moreover, product descriptions on these platforms frequently overpromise or embellish in ways that feel disconnected from reality—all in an effort to rank higher in search results. While these tactics may drive short-term sales, they often undermine long-term trust.

This trend is not limited to Amazon or general goods. In the beauty and wellness industries, similar problems arise with misleading labels and claims. Products advertised as “clean beauty” or “all-natural” often lack regulatory clarity, leaving consumers unsure of what they are actually purchasing. Worse, skincare or makeup products with vague claims about their benefits can mask harmful ingredients or mislead users into believing they are safer or more effective than they truly are. The wellness industry also suffers from marketing hyperbole—with terms like “detox” or “healing” attached to products that may have no proven efficacy. Misleading or inaccurate descriptions in these categories are not just irritating; they can pose real risks to consumer health and safety.

Is this really effective marketing? Wouldn’t consumers prefer a simpler approach—one that prioritizes clarity and honesty over flashy but empty language?

The Problem with Overused and Inaccurate Language

In promoting my brand, I deliberately avoid vague claims like “sustainable” without context. Instead, I highlight specific attributes, such as using FSC-certified paper or 100% recyclable materials. I’ve learned that clear, precise language resonates more with customers who genuinely care about the product's impact.

This phenomenon extends to food products as well. Labels like “sugar-free” are sometimes applied to items that never contained sugar in the first place, creating a false sense of added value. At worst, misleading food marketing language can pose health risks. For example, “fat-free” labels might cause consumers to overlook the high sugar content in certain products, leading to unhealthy dietary choices. This shows how marketing language can have real-world consequences, beyond simply disappointing customers.

The prevalence of SEO-driven descriptions and nonsensical branding on platforms like Amazon reflects a broader trend that prioritizes algorithms over meaningful connections with consumers. However, this is not just an issue of branding. When compounded by misleading claims in industries like food, beauty, and wellness, the stakes become even higher. For example, vague labels like “sugar-free” or “sustainable” create confusion and potentially false expectations. In beauty and wellness products, unclear claims can obscure harmful ingredients, leaving consumers vulnerable to products that might not meet their needs or, worse, may cause harm. The lack of clear regulations or enforcement around such marketing adds to the risk, especially as consumers increasingly rely on these labels to make decisions about their health and safety.

A Case for Simplicity and Clarity

Today, brands like Muji and Patagonia succeed by prioritizing transparency and authenticity. Muji’s minimalist branding reflects its straightforward, no-frills product descriptions, while Patagonia’s commitment to environmental responsibility is backed by specific actions and clearly communicated details. These approaches demonstrate that honesty and simplicity not only build trust but also foster loyalty.

The Problematic Buzzwords

• Sustainable

• Authentic

• Clean (as in “clean beauty” or “clean eating”)

• Handcrafted

• Luxury

• Artisanal

• Revolutionary

• Premium

• Eco-friendly

• Curated

• Organic (used loosely)

When I see phrases like “sustainable” or “artisanal” used indiscriminately, it reminds me of the importance of being specific and honest. If a product isn’t truly recycled, I don’t claim it is. As a small business owner, I’ve learned that overstating or misrepresenting the qualities of a product can do more harm than good in the long run.

While these words can be meaningful when used appropriately, they often become empty buzzwords when applied indiscriminately. For marketers, the challenge lies in using these terms sparingly and with clear definitions.

What Do Consumers Really Want?

This is particularly relevant in industries like food, where clear labeling can influence health and safety decisions. Misleading claims about ingredients or health benefits can create confusion and even risk for consumers with dietary restrictions or medical conditions. Transparency isn’t just good for building trust; it’s an ethical imperative.

Practical Steps for Marketers

1. Audit Your Language: Eliminate meaningless buzzwords and focus on specifics. Instead of saying “eco-friendly,” explain how your product is sustainable.

2. Be Honest: Avoid exaggerating the benefits of your product. If it’s not truly handcrafted or artisanal, don’t claim that it is.

3. Prioritize Clarity: Use simple, clear language that customers can easily understand.

4. Emphasize Transparency: Share the story behind your product, but make sure it’s accurate and meaningful.

5. Focus on Human Connection: Remember that marketing isn’t just about algorithms or SEO. It’s about connecting with real people.

Back to Basics

Consumers today are savvier than ever and are tired of marketing speak that feels hollow or contrived. By stripping away unnecessary buzzwords and focusing on clear, accurate messaging, brands can build trust and foster lasting relationships with their customers. Honest, straightforward marketing isn’t just an ethical choice; it’s also a competitive advantage.

It’s time to go back to basics. After all, the best marketing doesn’t need to shout to be heard.