Sesan Olukoya, Managing Partner of 2020 Marketing, has sparked a conversation in the marketing world with a bold critique of the industry’s obsession with trendy buzzwords.
Olukoya argues that terms like “growth hacking,” “community-led growth,” and “dark social” are often rebranded versions of time-tested marketing principles, repackaged to appear innovative.
“Marketing thrives on creativity and storytelling, but we’re often just recycling old truths with new labels,” Olukoya said. He points out that concepts like “growth hacking” are rooted in performance marketing’s data-driven campaign refinement, while “storytelling” is the age-old practice of linking product features to consumers’ emotions. Similarly, “brand love” is merely a fresh term for building trust and loyalty—goals marketers have pursued for decades.
Olukoya attributes this cycle of rebranding to the industry’s need to stay competitive and attract attention. “Humans crave novelty,” he explained. “New terms create the illusion of fresh insight, drawing investment and positioning brands as forward-thinking, even when the strategies are basic.” However, he warns that this focus on trendy labels can overshadow the real goal: delivering meaningful value to customers.
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For Olukoya, true innovation lies not in new vocabulary but in execution. “The most effective marketers don’t chase buzzwords,” he said. “They take proven strategies and apply them to today’s cultural context—whether that’s tailoring stories to local audiences or creating experiences that resonate with new generations.” He emphasizes that understanding the audience, showing respect, and delivering authentic value remain the bedrock of impactful marketing.
Olukoya’s perspective challenges marketers to prioritize outcomes over jargon. “When a new phrase pops up, ask whether it’s truly groundbreaking or just a reimagining of what we already know,” he urged. As 2020 Marketing continues to shape campaigns that prioritize customer impact, Olukoya’s call to action is clear: innovation is defined not by the labels we adopt but by the results we achieve.
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