Cliché – ‘Feel Good’ Business Terms

Whenever my job search takes me to a website of a company, there are a few words I absolutely expect to see – the careers section is, of course, the one I am looking for but then it comes with the others, sometimes nested within and sometimes they sit right around it. Businesses trying to put on a human face is an old and overused act, but since these words span the size, business ethics, industry and ideology of the business it is something worth mentioning. That said, these terms are unavoidable in these times where almost every one is projecting their virtue but my reason for writing this, as a designer, is that we can do perfectly well without any of it – it is an unnecessary practice.

Diversity and Inclusion – Usually shows a person of color or someone in an ethnic attire (or wearing some part of it) standing in a corporate boardroom surrounded by people in suits or business casuals. This has almost become an icon for diversity for websites of businesses. It reveals a fantasy of the inclusion and the ratios to which it is desired. Never have I come across such a photo of one white guy in a room full of, say for example, Indians – I am sure some of these big companies have offices in Mumbai where expats work. Is this inclusion only based on the race or the sexual orientation of a person (the latter only when it is very much visible in a photo)? Why do they miss out on the countless people who have a disability but still are a part of the workforce?

Sustainability – Any human activity, whether it is the production of goods or service, is unsustainable towards the environment. Sustainability is just a word for lean production practices where costs are saved while also avoiding penalties from the EPA or its equivalent. Yet, places where these regulatory authorities are missing, things are very different. The only thing that is being sustained are the profits, nothing else. It only gets worse as the businesses scale up in size. I think a better and more honest alternative for sustainability should be ‘damage control’.

Corporate Social Responsibility – This is an old one and most people know about it – photos of kids from a third world country in a school equal tax breaks.

It is often tempting as someone creating content to be carried away by these terms. Though no casual client or applicant would check whether the statements made are true or not, but this practice does add to the overall redundant and ever-growing clutter that most information on the internet comes with. And it gets all the more painful when some really sophisticated design firms can be seen doing this.

Savelized!

First came their forefathers, thumping their holy books over our heads and telling us straight up but talking down atop from beasts we had never seen, that we were savages. With that they tried to save us and shape us, shave us off of our primal deeds. I was taught that what I had understood until now was wrong, that they knew better about me, my family, my faith and my people. They allowed me in places I anyway would have had been in, just that making my presence more visible to themselves is what justified the conquest that civilized savages like me. Bound but clothes removed, I was taught to teach the others like me, that only the master best knows the servant.

In a battlefield, bringing death at my own brothers, I am a weapon against the things Master says he protects me from – my roots. But I am also his shield.

Now come their children, riding high on virtue and pills, looking a bit like me this time though; telling me that I am misunderstood – pointing at my skin or hair, reassuring me that I am beautiful yet hated by others because no one understands me like they do. I am misunderstood because they know better about me, my family, my faith and my people. They still allow me in places I anyway would have been in, just that making my presence more visible among themselves is what justifies the inclusion that civilizes savages like me. Unbound but a cloth wrapped around my head now, I am taught to teach the others, that only the master best knows the victim.

Away from the carnage in a new battlefield, I am a weapon against the things he says he protects me from – this time, his own roots. But like then, and now once again, I am also his shield.