Marketing Nuances Are Important

When it comes to effective marketing, how we say things can be just as impactful as what we’re saying. Every word choice, phrase, and message is a lever we’re pulling to move our audience—toward trust, connection, or action. Yet, it's also easy to alienate the people we want to reach if we're not sensitive to the language we're using. In this sense, marketing is like walking a tightrope: we’re striving for a message that resonates, not one that isolates.

The Power of a Single Word: A Case Study on “Old” vs. “Older”

I was listening to a radio ad recently, one promoting a clinic for men’s health. The ad ran smoothly until the narrator said, “…so if you’re getting old, visit the [clinic name] now!” The intention was clear—encouraging men to take charge of their health as they age. But as someone who might fall into their target demographic, I had to wonder: did they just call me old?

It might seem like a minor slip, but words like “old” can have a surprisingly strong effect on people’s perception. There’s a subtle yet powerful difference between calling someone “old” and referring to them as “getting older.” While “getting older” is a universal experience that feels natural and even relatable, “old” is a term often laden with negative connotations—rigidity, decline, or even irrelevance.

Offensive vs. Non-Offensive Language in Marketing

This distinction between offensive and non-offensive language is nuanced but critical. While “offensive” is often associated with overtly harsh or inappropriate language, it can also be subtler—like the feeling of being dismissed or misunderstood. This nuance is one of the trickiest to navigate, especially in marketing, because what’s benign to one person may be off-putting to another. Missteps in this area can alienate not just individual customers but entire demographics.

For example, in our work promoting roller hockey, we need to be mindful not to pigeonhole potential new fans. Instead of saying, “For hockey fans who are looking to be more active,” we might say, “For anyone looking to add energy and excitement to their routine.” The former phrase assumes someone is already a fan of hockey, while the latter opens the invitation to anyone curious, new, or ready for something different.

When Small Missteps Add Up

A single word choice, like “old” instead of “older,” may not seem like a huge issue in isolation, but in marketing, every touchpoint with a potential customer builds on the last. Small language missteps accumulate over time, shaping a person’s perception of your brand. If they feel misrepresented or misunderstood by your messaging, they’re less likely to engage. Over time, these subtle disconnects can erode trust, credibility, and ultimately sales.

How to Choose Language Wisely

1. Define Your Audience Clearly: Know who you’re speaking to, their concerns, and their values. The language you use for roller hockey enthusiasts in their teens and 20s will differ from how you might address their parents.

2. Keep Your Language Inclusive: Avoid language that could isolate anyone outside your primary demographic. When talking about age, for instance, “older” keeps the reference more open-ended than “old,” making it feel relevant across age groups.

3. Understand the Emotional Impact of Your Words: Words aren’t just descriptors—they carry emotional weight. Before you finalize your copy, consider how each word might make your audience feel. If you’re in doubt, test the message on a small group or team members to get feedback.

4. Test and Refine Your Messaging: Pay attention to how your audience responds to specific messaging. Are certain groups engaging more than others? Does one version of your copy outperform another in terms of engagement, clicks, or conversions? Small changes can lead to meaningful improvements in response rates.

5. Look for Inspiration in Cultural Trends: Language and culture are always evolving, and effective marketing resonates with what’s current. Consider how broader trends in language might shape your messaging. For example, terms like “inclusive” and “supportive” may resonate with younger generations more than “competitive” or “exclusive” in some contexts.

Final Takeaway

In marketing, words are our tools, and every choice we make is a brushstroke on the canvas of our brand. Nuanced language can be the difference between building rapport with an audience and creating a distance that’s difficult to bridge. As we work to engage audiences—whether in roller hockey or any other industry—attention to detail in our language isn't just important; it’s essential. A well-chosen word can make someone feel seen and understood. And in the end, that’s what drives real connections, loyalty, and lasting success.

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NEW "UNEXPECTED" FANS ARE SO IMPORTANT

Most fans of professional sports are spectators who do not actively play the sports they enjoy watching. Data varies by sport and country, but a general estimate suggests that a large portion, often over 80%, are non-participatory fans. For instance, with popular sports like American football, basketball, and European football, the physical demands, skill requirements, and equipment costs can limit active participation among fans. However, people continue to be passionate spectators due to a variety of factors such as entertainment, community connection, nostalgia, suspense, and loyalty to teams or players.

In the U.S., sports consumption has evolved into a significant social and cultural activity where people bond over shared fan experiences rather than just participation. Research even highlights that suspense and competition are among the biggest draws, keeping fans engaged regardless of their personal involvement in playing the sport. Thus, sports fanship often stems more from psychological and social factors than from hands-on experience.

Non-participant fans represent an untapped audience in the push for roller hockey and youth involvement in the sport. These "unexpected" prospects, who may enjoy the sport without actively playing it, offer a unique growth opportunity. By targeting non-participant fans, roller hockey can build a larger, more enthusiastic community of supporters. This group could be drawn to the excitement, community, and culture surrounding roller hockey, particularly when it emphasizes accessibility, inclusion and fun. Since roller hockey can be played with minimal equipment in parks and outdoor rinks, it stands out as an inclusive entry point for fans who may not otherwise engage with sports due to cost, complexity or visibility.

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Sources:
Pew Research Center
American Phycological Association
HBS Working Knowledge

The unfortunate truth...

The topic of diversity in hockey, particularly within the NHL, has complex historical, societal, and institutional roots. Here’s a closer look at several key factors, including issues often avoided by hockey traditionalists.

Historic Barriers to Entry

Economic Hurdles:

Hockey has long been expensive to play, especially at high levels. Ice time, equipment, and travel costs put it out of reach for many lower-income communities, which, due to broader socio-economic structures, tend to include a high percentage of racial minorities. Other sports with less costly barriers, such as basketball or soccer, have naturally become more accessible alternatives.

Geographic Limitations:

Historically, hockey developed in colder regions like Canada, Northern Europe, and northern parts of the United States, areas with fewer communities of color. This has limited the pipeline for more diverse talent to reach the highest levels of the sport.

Exclusionary Practices and Early Racism

Systemic Racism:

The NHL’s early years saw unspoken (and sometimes explicit) exclusionary practices that discouraged or outright blocked players of color. Black leagues, like the Coloured Hockey League of the Maritimes (CHL) in Nova Scotia, existed in part because Black players were not welcome in predominantly white leagues. This league, running from 1895 to the 1930s, is rarely acknowledged in the NHL's narrative.

Societal Attitudes and Segregation:

In North America, the early 20th century was marked by racial segregation, which impacted many sports. The implicit expectation that hockey was a “white” sport persisted, discouraging diversity.

Hockey Culture and ‘Traditionalist’ Gatekeeping

Strict Adherence to Tradition: Hockey culture is one that reveres tradition, often to the exclusion of change. From the style of play to locker room conduct, “fitting in” has historically meant conforming to a particular image and attitude. This has impacted not only racial minorities but also players who stand out culturally, as the sport tends to prize conformity over individualism.

Unspoken ‘Code’ of Homogeneity:

Many traditionalists prefer the “old boys’ club” culture, valuing uniformity within teams, which subtly pressures players from diverse backgrounds to assimilate and discourages expressions of individuality. This often goes unaddressed, as it’s woven into the culture itself and rarely publicly scrutinized.

Lack of Diverse Representation and Role Models

Few Role Models in Leadership Positions:

Even today, diversity is limited among coaches, executives, and owners within the NHL. This lack of representation in leadership means there are few advocates within the sport who understand the unique challenges faced by players from diverse backgrounds, perpetuating a system that favors the status quo.

Underrepresentation in Media and Marketing: Media portrayal also reinforces the image of hockey as a predominantly white sport. Players of color, who have made impactful contributions, often receive less attention compared to their white counterparts, impacting how diverse communities view hockey as a viable option.

Challenges of Being the “First” or “Only”

Isolation and Pressure:

For players of color who do break through to the NHL, there’s often a sense of isolation. With few other players who share their background, they face unique pressures and challenges that are often ignored by traditionalists.

Facing Overt and Subtle Racism:

Instances of racial taunting and abuse have persisted into the modern era. While the NHL has taken steps to curb this behavior, incidents continue to surface, discouraging younger, diverse players from pursuing hockey as a career path.

Tokenism and Surface-Level Initiatives

Lack of Authentic Diversity Initiatives:

Though the NHL and some teams have launched diversity campaigns and celebrated pioneers like Willie O'Ree, these efforts are often seen as surface-level and short-term, doing little to address the deeper structural issues. Many initiatives lack genuine engagement with diverse communities and end up being more about image than substantive change.

Addressing the lack of diversity in hockey means breaking down these entrenched barriers. It requires a re-evaluation of hockey culture, which must embrace inclusivity and change at every level—from youth leagues to professional organizations. For hockey to become truly diverse, the NHL and its fan base need to recognize and actively counter the legacy of exclusion within the sport.

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ENGAGEMENT DOESN'T COME EASY

Achieving community engagement for a common goal can feel like an uphill battle, and it’s often because what seems like a simple objective isn't so easy in practice. People are busy, have different priorities, and are often skeptical of new initiatives. Yet, the desire to see change in our neighborhoods remains strong. So why the disconnect? What keeps people from coming together, and how do we bridge the gap?

Barriers We Face to Engagement
First, there's the issue of trust. In many communities, people have seen initiatives come and go with little to no follow-through. Maybe a program started with excitement, but faded out due to lack of resources or leadership. We know this history breeds a sense of cynicism—“Why should I care if nothing will change?” Trust isn’t something one can force; it has to be earned slowly through consistent action.

Next is time. We know people lead busy lives—work, family, personal commitments. Engaging in a community effort feels like one more thing to add to an already packed schedule. If our initiative isn’t flexible or accessible, it’s hard to convince people to carve out the time. We also have to contend with the reality that some people might not see how the issue at hand directly affects them, making it even harder to ask for their involvement.

Then there’s communication. Often, initiatives are presented in ways that don’t resonate with the very people you're trying to reach. Maybe the language feels too formal, or the messaging doesn’t speak to the daily realities of the community. Without a relatable message, it’s hard to get anyone to pay attention.

Overcoming These Barriers
We understand that the key to overcoming these hurdles is to first recognize them. Engagement doesn’t happen overnight—it requires building trust. Being consistent in our efforts, even if the progress seems slow. Show up for the community before asking the community to show up for you.

Offer flexibility. Not everyone can make the monthly meetings at 7 PM, and that’s okay. Create multiple ways for people to get involved that fit into their lives—whether that’s online, through short volunteer bursts, or simply giving them the space to offer their thoughts and ideas.

And perhaps most importantly, we want to listen. Too often, community initiatives come from the top down, without input from those they’re meant to help. We want to open the floor for genuine feedback, and be prepared to adjust our plans based on what we hear.

Community engagement isn’t about getting people to do what you want—it’s about creating a shared vision that everyone can believe in. We feel that with patience, flexibility, and communication, we can break down the walls that stand in the way of true collaboration.

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