Boomers Called It "Corporatese," Gen Z Demolishes It as "Corporate Accent" - Someone Might Pull a "Brittany Pietsch" and Record, Post on TikTok

 Humor is a cruel weapon. And, an unusually effective one. British comic John Oliver has the world's attention in what he is doing to the branding of McKinsey and Elon Musk. It's becoming increasingly difficult to take them seriously.

THE CORPORATE ACCENT

A satiric tone also is being applied to what is being called by Generation Z on social media such as TikTok the "corporate accent." We Boomers jaw-jawed about that in private as "corporatese." "That manager from marketing wants us to 'get our ducks in a row,'" we would laugh. We overdid the way the brass talked around the corridors of the Fortune 50.

As Business Insider details, the dark comedy of Gen Zers relates to business language, intonation and pacing. Despite how off-putting it is the corporate accent continues to dominate professional communications. So many of us recognize that before we hop on a Zoom call. You bet, we shift into the corporate accent. 

ALSO FACIAL AND BODY LANGUAGE

Those with a lot of power in that encounter might be willing to be more conversational but the rest of us usually stick to aligning our speech patterns to what has come to be expected in a business setting. In the process, we usually also stiffen our facial and body language. Nonono, we don't want to come across as too relaxed. 

BLEEDS INTO PROFESSIONAL SERVICES

This is not only in industry. Professional services such as finance, public relations, management consulting and law usually also rely on the corporate accent in public statements. Of course, the speakers and authors come across as "old." In itself that can create a barrier between management and new entries to the workplace. 

ANOTHER BRITTANY PIETSCH

On TikTok Lisa Beasley is leading this mission to expose the kind of linguistic box young employees have to squeeze into in order to be taken seriously on the job. Given this openness we might expect a risk-taker to record and post in social media a Zoom call in which the corporate accent is all too there. 

When marketing expert Brittany Pietsch did that related to her termination she shot to fame. The Wall Street Journal is among the media outlets featuring her story. Here is my coverage of The Pietsch Moment in Work History.

OUT OF THE BOX AS SYMBOL OF CONFIDENCE

Currently, though, it seems that those confident about their power have developed their own distinct approach to professional communications.

Over time we bore witness to that with the unique approach to discussing financial performance by Warren Buffet and the late Charlie Munger at Berkshire Hathaway. The Annual Report has real style and is a fun read.

Paul, Weiss' Brad Karp uses references to pop culture. Classic has been Karp's allusion to the "I Love Lucy" episode of Lucy/Ethel not being up to speed in the chocolate factory. "Up to speed." There I go, a Boomer, looping into the corporate accent. 

Meta former leader Sheryl Sandburg coined new terminology. 

And, remember Lee Iacocca got buy-in for saving Chrysler through talking to all the constituencies like a regular guy.

MAY BE ON SHORT TIME

Prediction: The corporate accent could be laughed out of being. 

MEANWHILE, SPEAK WITH THE CORPORATE ACCENT

In my intuitive career coaching I tutor clients in picking up on the styles of communications of their particular workplace. Usually there are a number of them. Partner A might communicate this way, Partner B another way. Align fast with each, switching communications patterns when in each's rhetorical force field. Yesyesyes, talk your way to the top.

In most cases you have only one shot in communications. Jane Genova is a communications coach and content-creator. Complimentary consultation (please text 203-468-8579 or email janegenova374@gmail.com) 

 


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