Alan Mitchell is right – “engagement” has no place in consumer marketing vocabulary (MW June 15). Consumers don’t want to engage with brands, they want to enjoy them – along with many others in the course of each day.
Engagement is a term that should be left to those of us involved with workplace performance improvement. By and large, people at work do want an engaged relationship with what they do and who they work for. After all, it’s in the workplace, for one employer at a time, where most of us spend most of our waking hours. And the funny thing is, the more engaged we are, the better we perform. So – can we have our word back please?