Stop Saying That "C-Word" | It's Offensive

Stop Saying That “C” Word | It’s Offensive

Six months ago, the C-word was something very different. Very! But today ….

Honestly, I see so many brands talking about the C-word. “Because of C-word”, “Due to the government lockdown”, etc – it bores me.

More than that, it irritates me.

It flatly pi$$es me off!

You’re probably thinking I’m a self-entitled twot. That thought aside (as it may be true), let me explain why I take issue with the new C-word.

Because this is a time of unique crisis. It’s not a crisis for a single brand or entity; it’s a shared crisis experience that we are all a part of. It’s a collective crisis. Oh, “crisis” is not the C-word, FYI.

The C-word (yes, I purposely choose not to articulate it) is all around. It has impacted every facet of our lives, from our living arrangements, ability to exercise, shop for necessities, and it has flooded our social media accounts like a tsunami from hell!

We all know the C-word is responsible for life’s current challenges.

Why do we have to continue to mention it, to hear it, to read it?

Our communications efforts should be forward–looking; not backward-facing.

Every time we mention the C-word, not only are we reminded of what has got us stuck in limbo; but we are also reminded that our trusted brands have failed to think about how they are moving forward. They too are stuck in limbo.

But, some brands are moving forward. They’ve taken stock of the situation, examined how and where to pivot to, and have already started marching that journey. So too has their communications. #Refreshing, and a well-needed refocusing of reality.

Forward-thinking, solution-oriented, positive messaging keeps the brand fresh – and for the rest of us, is a flickering light at the end of a dark tunnel. The goal for entrepreneurs = business continuity!

When we see our favourite brands looking forward, it gives us hope too. It makes us realise that we can all look forward as well.

Stop being grounded in the past with your messaging and mindset; look forward to a post C-word world, and start making that happen today.

By continuing to use the C-word in our messaging, it’s the age-old teacher-student conversation about “the dog ate my homework” – in the end, it’s a bad excuse for not having sufficient (or any) forward planning.

Onwards and upwards, forwards and to the light – now, stop using that offensive C-word, right now!

Try using a different C-word; CONTINUITY.