A new vocabulary for the times

In a previous blog post, The middle class mindset of affluents, we discussed that according to The Annual Survey of Affluence & Wealth in America, produced by American Express Publishing Corporation and Harrison Group, 69% of this population have accumulated their wealth within the past 15 years, and spend their money with a middle-class mindset.

Language is the clearest living indicator of social change. With this sea change in consumer values comes a new vocabulary that will better resonate with these buyers. Using language of the gilded age such as “sophistication”, “privileged”, “exclusive” and “world class” risks the message being dismissed, let alone motivating consumers to positive action. Marketers need to look to vocabulary that speaks to middle class principles such as “smart”, “real” and “honest.”

Moreover, we advise our clients to take special care to avoid clichés which scream old, passé, or out of touch. Just the other day when reviewing copy for a new travel product launching later this year, we saw words like “one-of-a-kind”, “unspoiled”, “masterpiece” and “unique”. Our substitutes?  Words such as “uncommon” and “authentic” and, better yet, descriptions of how the product is different, rather than using adjectives: Instead of “unique business approach,” we prefer “well conceived business model;” or “one-of-a kind-properties” could be better positioned as “properties like no other place.”