The human league
The latest contender for the most ridiculous reinvention of marketing ever came last week via Mondelēz. It’s now time, according to the chocolate and snacks maker, to stop marketing and start 'humaning'.
Summarising quite what the made-up verb means isn’t easy. It suffers under scrutiny but it seems the company wants to make a better fist of connecting, you know, with humans.
To my mind, it’s also an exercise in denial. Marketing is, at its core, an exercise in identifying and satisfying customer needs and doing so in a way that generates profit. It's something consumer goods companies like Mondelēz and its component parts used to do very well without the need for humaning.