The Impact of English Jargon in the Marketing Industry

Renato Abdo addressed, during a conversation with Bruno Gimenes on Marketing - The Podcast, the communications industry's habit of adopting English terms for literal, everyday concepts. Analyzing expressions like creator economy and growth marketing, Abdo highlighted the pressure professionals face to keep up with industry vocabulary: "You find yourself wondering: do I follow the trend or do I pave my own path speaking my own way? Usually, people end up having to follow along—that's the whole issue—because there's so much buzz built around that word."

In the video clip above, part of a broader conversation about the sector, Abdo notes that direct translation often creates confusion even within the corporate world. If professionals say they work in growth, the response is often skeptical, whereas the term growth marketing is readily accepted. For Abdo, this dynamic dilutes the real meaning of business activities by prioritizing the prestige of jargon over clear delivery.

Bruno shared a similar experience when consulting for professionals outside the field who planned to enter the podcast market. When presenting metrics using acronyms like CAC, CPL, and YouTube retention rates, the technical language caused immediate confusion and required point-by-point explanations. The episode illustrates how vocabulary serving as a shortcut inside the marketing bubble can quickly turn into a communication barrier and undermine perceived value when dealing with clients from other sectors.