Language Matters - Words are Powerful Drivers of Change

In the context of sustainability, the language we use can either motivate and educate audiences raising awareness and triggering collective action or, alienate them giving way to feelings of overwhelm or disengagement. As marketers and business leaders we have a unique opportunity to bridge the gap between the challenges we face and society by sharing messages that resonate, educate and make people see that we all have a role to play. But how do we move from jargon-filled corporate speak to language that truly connects? Let’s explore why how we communicate matters and how we can use language in an effective and meaningful way to meet our broader goals and objectives.

The language of sustainability

Sustainability isn’t a faraway problem, a science problem or a business problem, it’s an ‘us’ problem. Yet, the way we talk about it often falls short and if we take a moment to consider the language, we can see the reasons why. Scientists use precise, data-driven language which while accurate feels distant and inaccessible to the majority. Media outlets on the other hand focus on the subjective, relying on sensational headlines that can overwhelm making it feel like climate change is happening to us, (we are just onlookers). The result - people feeling powerless rather than empowered.

A simple shift in language and phrasing can change mindsets and understanding, opening the door to the new opportunities. The words we choose can frame sustainability as a distant, abstract problem or, as a tangible, urgent call to action. For businesses, the opportunity exists to humanise sustainability with marketers using their storytelling and communication skills to make it personal, relatable and actionable for everyone.

3 things to consider when it comes to communication and sustainability

1. Audit your language for consistency and connection

Take a close look at the words and phrases you use, are they consistent across all touchpoints? Do they feel human, are they relatable? Are you using jargon? For example, instead of talking about circularity or the circular economy, talk about behaviours - refilling, repairing, reusing. Test your messaging by asking your colleagues and indeed yourself, do you feel connected and inspired by this message, do you understand it? If not, maybe rethink your approach.

2. Listen and learn from your audience

Effective communication is a two-way street. Start conversations about sustainability with your employees, customers, and stakeholders. Listen to the words they use and the questions they ask. Are they confused by technical terms? What would they like to know about? For example, customers may want to understand what they need to do to dispose of a product properly, or how engaging with your organisation is actually helping them to be more responsible. From a B2B perspective a client may want to understand how your organisation can support their sustainability agenda. Use the feedback to refine your messaging and ensure it resonates, this way you’ll know what your audience wants to hear and not just what you want to tell them.

3. Don’t use the S word at all

Sustainability is too often associated with being told, ‘not to do something’. By not mentioning it at all and focusing your language and messaging on what benefits and matters to your stakeholders, you can drive engagement and support your sustainability objectives at the same time. C-Space carried out a brilliant piece of research around just this. ‘The S Word’ explores customer relationships around sustainability and is packed with examples and advice.

The language of sustainability is evolving and marketers are well placed to play a significant role in shaping it. By choosing language that connects, inspires and empowers we can bridge the gap between awareness and action. Whether you’re planning a marketing campaign, creating content, or having conversations across social platforms, always ask yourself – would I care about this? Do I understand it?

Your words can build bridges or barriers, inspire action or apathy and turn people on or off – it all starts with the language you choose.