Brands have a compelling need to rethink their spoken, written and visual forms of language, according to research, Secrets & Lies of Language: The New Rules of the Game, by WPP AUNZ.
Eight in ten (81%) Australians say buzzwords and jargon make it harder to get to the truth of what brands are selling.
Is it time to farewell the “unprecedented” number of “pivots”’ and recognise that there’s never a good time to “circle back” for a “deep dive” or to “move the needle” on a “pain point”?
The WPP AUNZ report is based on quantitative evidence and a YouGov survey of more than 4,000 Australians.
“Language creates cultures, shapes economies and declares purpose. It can reveal the truth, tell a lie and keep a secret. Its power is broad and unlimited,” says Rose Herceg, futurist and chief strategy officer at WPP AUNZ.
“Australians clearly want people and organisations to stop using jargon and keep it simple. If organisations and people want to cut through, get people thinking and inspiring action - they need to have a real conversation and humanise the language they’re using.”
Some of the findings of the research:
Keep it simple:
- 82% of Australians believe that some industries choose complicated or confusing words that make it hard to understand what the business is selling
- 78% agree that they find themselves reading about a product of service and wonder why it isn’t written in simple English
- 87% favour brands or companies that keep it simple.
The rise of voice assisted devices can’t be ignored:
- 8.7 million Australians accessing smart speakers
- Australians increasingly relying on voice assisted devices - 42% to make informed buying decisions, 32% to compare products and 43% to add to shopping carts
- 40% of Google search queries will be voice this year.
How visual language is the easiest and most direct way to win over hearts and minds with:
- 90% are more likely to purchase from companies or brands that use visual language
- 84% of Australians agree pictures and icons are more powerful than words.
“Our report also shows how technology has changed the rules of language forever,” says Herceg.
“The enormous growth in the use of spoken language cannot be ignored as devices like Siri and Alexa take over our world and change the business of search algorithms as we know it.
“More natural than using a keyboard, taking less brain power and creating more opportunity for technology to improve experiences while quietly blending into the background - we’re approaching a place where invisible technology can connect platforms and devices with a voice assistant that gets to know behaviours, preferences and desires."
“While visual language has an unrivalled ability to influence behaviour with 84% of Australians agree pictures and icons are more powerful than words,” says Herceg.
“It’s the easiest and most direct way for brands and organisations to win over the hearts and minds of their audiences. This kind of simple communication creates authenticity, honesty and will build trust.
“We also see how using vernacular language is crucial in a country with 217 nationalities and one in three Australians regularly speaking a language other than English at home. When you look at Victoria, that number jumps to one in two.
“Culturally and linguistically diverse (CALD) Australia is all-too-often a side note or an afterthought for brands and organisations. It is time to take a fresh look at what is being done in this space and rethink our communications with Australia’s multilingual communities.”
Rose Herceg will present the findings of her latest study at a panel event hosted by the ABC’s David Speers on Tuesday, June 1, 10am-11am at the ARA Darling Quarter Theatre in Sydney. REGISTER
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