Not a week goes by that we don’t hear a marketer use the term “impactful.” It’s used so frequently that internet reference sites are starting to recognize its legitimacy.
Here’s the problem: it’s not a word. Nor should it be.
It’s a contrived buzzword used too frequently to describe something that has “impact,” the verb form of which means “to have a strong effect on someone or something.”
What does that mean anyway? It’s akin to saying, “The boxer’s punch was impactful.” Yes, it had a strong effect. But was it a crippling blow to the torso or a strong jab to the chin?