Something you've never thought about, but makes total sense.
“Circle back.” “Looping in.” “Deep dive.” If just reading these words gives you a visceral ick, odds are you’ve had at least one corporate job in your lifetime.
Even if you haven’t worked a 9-5, there are plenty of television shows—from comedies like The Office to dramas like Severance—that make references to corporate culture, including its bizarre and cringey buzzwords. So it’s definitely in the general zeitgeist for better or for worse. But how exactly did this annoying yet inescapable lingo come to be? To answer that question, we’re gonna need you to “think outside the box” and “touch base” with some forgotten history.
In a highly entertaining video shared by Storied as part of its Otherwords series, we learn that much of our well-known office speak can be traced back to the end of WWII, when businesses began prospering again and veterans traded their war uniform for suits and ties at ever expanding corporate conglomerates.
Don Draper, from 'Mad Men'media3.giphy.com
These former soldiers brought a lot of military jargon with them, which later transformed into office jargon. This is especially apparent in phrases like “boots on the ground” and “all-hands meeting” host Dr. Erica Brozovsky notes. You can even see how the psychology of business was heavily influenced by the military (think “sales tactics” and “rising through the ranks”).
But corporations didn’t just borrow from the battlefield. Sports terminology also played a big role in office linguistics. Here, Brozovsky uses the examples of something being in a person’s “wheelhouse,” which originally referred to the zone in which a baseball player could hit a home run, which we all know is another big corporate buzzword. Again, we see how society’s views of business in general shaped the jargon that became popular. As Brozovsky mentions, the use of sports phrases reflects the way that business was heavily seen as a competition.
The passing of time and trends would only give us more influences (the glamour of 60’s advertising would give us “run it up the flagpole,” followed by the Wallstreet-centric 80’s era bringing “leverage” and “low-hanging fruit”).
Trevor, from the sitcom 'Ghosts'media.giphy.com
Interestingly enough, a major trait of modern day corporate jargon is to convolute potential negative messages with softer, more passive words. For example, instead of telling someone they’re fired, a boss might say “there’s been some restructuring.” Although, some companies seem to be on the opposite side of the spectrum with the word "termination," which to me always sounds like they’re going to actually murder you for lackluster KPIs.
As for why we can’t seem to refrain from using corporate jargon, even if we do loathe it, Brozovsky explains that it mostly has to do with trying to exude an air of belonging, or to show status. This helps illustrate that folks who are on the lower rung of the corporate ladder might be more likely to use this jargon more often than those who are more seasoned, as a means to “compensate for their lack of experience.”
However, being the ultimate pattern disruptors that they are, 60% of Gen Zers plan to “eliminate” corporate buzzwords, according to a 2023 Linkedin survey. Brozovsky theorizes that this may be due to diving into a workplace culture that primarily takes place digitally, and therefore has less inherent pressure to “conform to longstanding norms like corporate jargon.”
But for now, we’ll put a pin in that hypothesis and see if it aligns with our values later on down the line. Thankfully, the knowledge packed in this video yielded a fantastic ROI, wouldn’t you agree?
As always, our psychology is reflected in our language. Almost nothing is as telling a time-capsule as the words we use to navigate our everyday lives. Even the most seemingly insignificant turn of phrase acts as a mirror to key aspects of our humanity and that's a fascinating thing to think about.
Watch the full video below:
- YouTubewww.youtube.com
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