Traditional age descriptors such as ‘old, ‘young’ and ‘middle-aged’ seem increasingly confused and unhelpful as longevity starts to make an impact. What do such terms mean now? What is ‘young?’ What does ‘middle age’ encompass? We conducted research to understand attitudes to age and life-stages.
As we go about living longer lives, the concept of mid-life MOTs is becoming increasingly popular. However, if we don’t consider the most effective and appropriate language for this initiative, then much of the good work being done in its name could be a huge missed opportunity to positively impact the lives of many in the years to come.
Corporate purpose has been on the receiving end of some negative press recently. Maria Hengeveld attacked the ‘the scam of the purpose paradigm’ and Anand Giridharadas and Rutger Bregman have received huge publicity for taking billionaires to task over their ‘philanthropy’ and ‘social conscience’. So is it time to ditch purpose? Absolutely not.
In the corporate responsibility arena companies aren’t just doing more, they’re talking about it much more too. But when you read the actual words being used, the language often feels strangely out of step with the real world. In fact, the way companies talk about reputation runs the risk of undermining the very thing they’re trying to enhance.
The appeal of a narrative comes from a simple insight – that people increasingly want more than a rational list of reasons why to buy a product or engage with a company. There’s a strong desire to understand the backstory of the organisation, what they’re trying to achieve and where they’re heading.