'Lip Syncing' | A new phrase characterising a type of performative inclusion

We all know the phrase ‘talk the talk, walk the walk’ to describe someone backing their words with actions.

In a professional landscape characterised by purpose and meaning now more than ever, it’s become increasingly crucial for employers to back up their promises with meaningful action. This is to have a consistent brand, but to also appeal to a progressively principled workforce.

This is especially true for Gen Z, who will be over 27% of the UK workforce by 2025. Research shows that a company’s brand and purpose are some of the most important things to this group when choosing who to work for. As a result, firms need to make sure they're doing what they say they are, and not just paying lip-service.

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But many companies, despite having pure intentions, end up ‘lip syncing’ the purpose-driven acts they claim to feel passionately about. What is 'lip syncing' in this context? Just as someone mimes the lyrics to words when lip syncing a song, so too do businesses when they do or talk progressively without making meaningful or systemic change in their organisation – they're miming the lyrics to songs without actually singing the words.