Dow Chemical’s new tagline ‘solutionism’ is cringe-worthy

Unfortunately, the word is at the heart of the company’s new marketing campaign. Insert eye-roll and groan simultaneously. Who’s with me?

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While watching the Olympics on TV over the weekend, I heard a word that actually made my ears hurt. It’s not even a word, really, but one of those manufactured collections of letters that companies—or, more accurately, consultants—try to pass off as a word.


You read that right. What is solutionism? According to Dow Chemical, it’s the new optimism.

Yeah, I don’t get it either.

“Solutionism: The New Optimism,” it turns out, is the new B-to-B marketing campaign Dow is rolling out to position itself as helping to solve some of the world’s problems. It’s part of Dow’s “Human Element” campaign (which, actually, is not bad as far as advertising campaigns go).

Clearly, this new tagline was invented by highly paid marketing consultants. We know this because there are more clichés packed into those four words than you are likely to find anywhere else.

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