A word that troubles me when I read online marketing blogs or attend conferences is: traffic.

Of course, when we say the word traffic, we mean visitors, individuals, people. However the word traffic has a subtly different undertone.

Traffic is a nebulous blob.

Traffic dehumanises and depersonalises individuals.

Traffic ignores uniqueness and instead labels, groups and categorises people.

Our words form our worlds.

Particularly in an economy built on human connection, we can’t afford to mentally relegate people as mere traffic.

In fact, the English language even has a special word to define people whom we are in relationship with over time:


(Try using this word from now on and feel the difference it makes).

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