Why language and the words we use matter
I recently attended the Impact X Summit in Sydney and heard climate expert and campaigner Paul Hawken speak about how there is “too much fluff” in sustainability and climate communication.
This resonated with me and prompted some reflection on the power of language.
Put simply, the words we choose to use when communicating matter.
As a communication adviser, something I’ve always been aware of is the tendency of corporate, academic and government communication to drift towards meaningless or impenetrable jargon.
In both cases the true meaning of what is being said can be lost, sometimes intentionally, but often due to ‘communication by committee’. In many instances, organisations also focus their communication on themselves, rather than focusing on the audience.
Effective communication is about conveying information in a way your audience can understand, regardless of their background or expertise.
Clarity and simplicity is key.
At Impact X, Hawken argued that it is important to recognise much of sustainability and climate communication is ‘privilege talking to privilege’. He has also previously argued the need to abandon war metaphors and develop more positive ways of communicating about these important issues.
I agree.
Being direct and using clear, simple language that speaks to more people makes communication more inclusive, impactful and effective.
The words we use are also important. Too often sustainability communication can focus on the negative. For example in climate change communication we often hear the phrase “if we don’t act” rather than arguments that focus on the benefits of acting.
Here is my advice for those struggling to cut through with sustainability and climate communication:
Say what you mean and mean what you say. Don’t hide behind jargon or technical language.
Keep your audience front of mind. What do you want them to think, feel and/or do?
Communicate as simply as possible. Use Plain English and don’t forget that visual communication (through imagery and video) is crucial.
Use short, sharp sentences that get to the point quickly – don’t waffle on.
Be genuine and honest. Address issues, challenges and concerns head on. Don’t just share the ‘good news', share stories and examples of setbacks and hurdles.
Use active and positive language that is inspiring and engaging.
If you want help crafting your sustainability narrative or with your sustainability storytelling, get in touch via chris@kaizenco.au.