Language is powerful. It can inspire action, build consensus, or inadvertently spark controversy — especially in the politically charged world of sustainability. Right now, sustainability remains crucial for businesses, communities, and our shared planet. But increasingly polarized politics, rising anti-ESG sentiment, and accusations of corporate greenwashing make it clear: choosing the right words is a key component of a successful sustainability approach.

As we dive deeper into sustainability, businesses must navigate carefully. Using thoughtful language can unlock doors and drive meaningful change, while careless phrases can ignite opposition and stall progress. 

The New Landscape: Why Words Matter More Than Ever 

Trust in corporate sustainability messaging is under pressure. Younger consumers, in particular, are raising questions, and public conversations around ESG are shifting fast. Rather than pulling back, this moment is prompting many organizations to communicate with more intention — choosing words that reflect both their values and the realities of today’s climate. 

Yet, despite these challenges, sustainability is expanding. PwC’s recent report highlights that 37% of businesses are increasing their sustainability ambitions, and 83% of companies are making R&D investments in low-carbon products or services. Sustainability-linked financial products have surged, surpassing $1 trillion globally.  

The message is clear: sustainability is not just staying; it's increasingly embedded in business strategy and adds tangible benefits. Consequently, language around sustainability is no longer just descriptive; it has become a strategic necessity that must clearly convey value, align with business priorities, and navigate political sensitivities effectively. 

Trigger Words to Use with Caution 

Certain sustainability terms, once straightforward, have become politically loaded. Here’s how you can avoid unnecessary friction while staying true to your goals: 

1. ESG 

Initially an investment framework, "ESG" (Environmental, Social, Governance) is now a political lightning rod. It has become a general term used by proponents and opponents of sustainability, shifting away from its core meaning. However, its basic principles remain true. 

Instead, opt for phrases like “responsible business practices,” “corporate transparency,” or simply discuss each pillar individually (environmental, social, governance). 

2. Net Zero / Carbon Neutrality 

Critics often perceive these terms as generalist statements that are unrealistic or marketing fluff. Reframe the conversation around tangible strategies like “carbon reduction initiatives,” “energy efficiency projects,” or “cost-saving measures.” 

3. Greenwashing 

Using "greenwashing" itself can trigger defensiveness or skepticism among stakeholders — it has a negative connotation. This is particularly relevant because greenwashing claims are on the rise. Avoid it unless you’re explicitly teaching teams what to prevent. 

4. Social Justice / Equity / Climate Justice 

These are essential concepts, but they risk alienating conservative or traditional business audiences. Use alternatives such as “inclusive growth,” “fair opportunities,” or “workforce well-being.” These options are seen as less extreme and more palatable to these audiences.

5. Mandates / Regulation / Compliance 

Words like “mandate” suggest loss of autonomy and can provoke resistance. More effective alternatives include “performance standards,” “guidelines,” or “strategic pathways.” This shift in language moves away from the negative connotation of regulatory requirements towards how they benefit businesses.  

6. Climate Crisis / Climate Emergency 

These terms can appear alarmist to skeptics. Instead, use “climate risk,” “environmental volatility,” or “extreme weather impacts.” This frames climate issues with the tangible financial or corporate risk they create, which is more relatable to many stakeholders.

7. Decarbonization 

Though widely used in policy, this term can confuse business stakeholders. Pair it with more relatable language like “operational emissions reduction” or “energy transition strategies.” The complexity of decarbonization efforts, especially regarding Scope 3 emissions, underscores the need for clear communication.  

Safe & Strategic Language for Business Audiences 

Specific terms resonate universally with decision-makers, investors, and operational teams, aligning environmental goals with financial imperatives: 

• Risk Management / Climate Risk: Clearly aligns sustainability with fiduciary responsibility. 
• Operational Efficiency / Process Optimization: Emphasizes cost savings and productivity. 
• Resilience / Business Continuity / Preparedness: Signals long-term viability amid climate-related disruptions. 
• Innovation / Competitive Advantage: Positions sustainability as a component of strategic growth. 
• Financial Incentives / Tax Credits: Appeals directly to financial decision-makers without controversial overtones. 
• Energy Transition: Neutral and factual, avoiding charged phrases like “fossil fuel bans.” 
• Workforce Well-being / Health Outcomes: Effective for linking employee health and productivity to discussing healthy buildings and green building certifications. 
• Brand Value / Market Position: Strategic language appealing to marketing executives and leadership. 
• Climate-Aligned Strategy: Investor-friendly alternative to ESG or CSR. 
• Future-Proof / Investment in Longevity: Suggests strength and preparedness rather than sacrifice. 

Words on the Rise: Emerging Terms to Know 

While corporate sustainability has its U.S. roots in the 1950s, it has seen rapid adoption over the last twenty years. As a result, the associated language is constantly evolving. You might start to see these terms more frequently in sustainable messaging.    

• Scope 3 Transparency: More actionable than the broader “Scope 3 Emissions,” emphasizing clarity and accountability. 
• Double Materiality: Increasingly significant in global disclosure standards, it is an approach that addresses how sustainability issues influence a company’s financial performance and environmental impacts. 
• Science-Aligned Targets: A less institutional, more approachable version of “science-based targets.” 
• Sustainable Finance / Transition Finance: Considering sustainability criteria when making investment decisions. They are powerful terms in board-level financial discussions. 
• Circularity: Implementing systems that improve efficiency and reduce waste while enhancing material or product recycling. It is rapidly gaining traction but requires a clear contextual explanation to avoid ambiguity. 

Practical Application: Aligning Language with Audience 

Even with all these terms in mind, effective sustainability communication requires careful thought and a well-planned strategy. You need to know your audience. A message that resonates with a marketing executive may fall flat with a project engineer, while an investor might expect a data-driven strategy over aspirational goals. That’s why tailoring your language is critical, not just in what you say, but in how you frame it. 

It’s also essential to consider cultural, political, and industry-specific preferences. For example, in heavily regulated industries like healthcare or aviation, terms like “compliance” and “standards” may be accepted, even expected. In contrast, in tech or start-up environments, language that emphasizes “innovation,” “disruption,” or “future-proofing” tends to land better.  

In the U.S., where ESG has become politically polarized, using terms like “risk mitigation” or “value creation” may be more effective than referencing ESG directly. Meanwhile, in the EU, terms like “double materiality” and “science-aligned targets” are increasingly common in disclosures and seen as progressive markers of sustainability leadership. 

Ultimately, language is not just about clarity; it’s about alignment. A well-chosen phrase can open doors, foster collaboration, and keep your sustainability goals moving forward. 

The Role of Language in Leading Change 

Words shape perception, influence action, and determine outcomes, especially when it comes to sustainability. In today’s politically divided landscape, choosing your language strategically is critical to ensure your sustainability initiatives resonate with stakeholders rather than repel them. Clear, targeted communication not only prevents misunderstandings; it creates trust, builds credibility, and accelerates meaningful progress towards long-term business success. 

At Emerald Built Environments, A Crete United Company, we’re experts at crafting sustainability narratives that unite rather than divide. Our approach helps businesses transform ambitious sustainability commitments into clear, actionable strategies that stakeholders can embrace. Sustainability is here to stay, and how you talk about it matters more than ever. Let Emerald empower your business to lead effectively, using the right language to turn goals into lasting impact.