Your Brand’s Biggest Marketing Claims May Be Driving Shoppers Away

In the world of DTC, buzzwords aren’t just annoying. They’re a costly mistake.

BY RYAN VANNI, FOUNDER AND CEO, GOODNESS

For any brand, using buzzwords is usually a bad idea. But that doesn’t stop every major DTC sector from developing its own vocabulary of hard-working fluff that obscures what the product actually is. 

In fashion and apparel, you get vague sustainability claims like “eco-friendly,” “conscious,” “circular,” or “ethically sourced” without defining the material or supply chain. CPGs rely on empty words like “clean,” “guilt-free,” “superfood,” “artisanal,” or “all-natural.”........

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