What does... "statement" actually mean?

The word "statement" is itself a statement. A public announcement, proclamation or declaration. About something. For something. Against something. The word is derived from the Latin statuere, meaning to establish, to set down, it found its way into English via French and from there into American.

Many statements are currently circulating on the political stage across the Atlantic. Perhaps this is why the word has found its way back into the old world and into German. Here, too, we are hearing and reading many statements about what is going on over there. But more on that later. In the colloquial language of our industry, the word has secretly developed into a verbal bestseller. Everything is suddenly a statement, albeit sometimes unintentionally: one-word headlines, color gradients or motion blur for creatives, the abolition of the home office, reframing advertising agencies as creative business partners or the reintroduction of short-time work and the conversion of employment contracts into freelance agreements for agency bosses. Unfortunately, these are often statements of helplessness and helplessness. Everything outside the advertising bubble is also a statement: white sneakers, oat milk, the gender star and much more.

Why we need fewer statements

Social media ensures that we can share and communicate everything. That's not a bad thing in principle, because it's for everyone, in solidarity and liberal. But if, after 20 years of Facebook (yes, it's been around that long), this solidarity has long since turned into manipulation and egoism, narcissism and individualism dominate, then something seems to have gone wrong. Why is it that people today can hardly wear, eat or visit anything without having to tell everyone else?

In the past, this was only reserved for a few, often very special characters. They were called chatterboxes, chatterboxes or chatterboxes and were often ostracized. Particularly in rural areas, where people tended to be quiet. And now it is precisely these areas that tipped the scales in the US presidential election. Often an anonymous statement made at the polling station, which may not be congruent with those on social media. But one with a major impact on their own country and the world.

Unfortunately, politics today is characterized by statements instead of the state. This is the entity that originally had the task of ensuring the permanent and orderly coexistence of people living in a certain defined territory. Preferably in a democratic way. Currently, however, the autocratic idea seems to be gaining the upper hand everywhere. This is achieved through simple and catchy statements that often follow three rules that Trump also uses: always attack, never admit wrongdoing and always claim victory. At least that's how the new president is quoted in Ali Abbasi's film The Apprentice. That could be fun. It seems as if someone who everyone in this country (except perhaps Roger Köppel) shakes their heads in disbelief at has become the biggest influencer in the world. Let's just hope that not all statements lead to actions.

* Benno Maggi is co-founder and CEO of Partner & Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.