In the evolving narrative of climate change and environmental sustainability, the language we use in business contexts plays a pivotal role. The evidence is overwhelming: over 99% of climate-related studies affirm that humans and human activity are to blame for the destruction and human suffering caused by weather, drought, fires, and floods. Consumers recognize that fact and are demanding action. Governments are formulating policies to address it — or to block technology change. And, the business world is caught in the middle.
The crux of the matter lies in the terminologies used. Certain words, though well-meaning, can act as 'trigger' words, eliciting strong reactions and hindering constructive dialogue. This is where the importance of 'safe' words comes into play, facilitating a more inclusive and practical discussion about sustainability.
In this article, we delve into the nuances of these terminologies and explore how they can either unite or divide us in our collective movement toward environmental sustainability and business success.
The Power of Words in Sustainability Discourse
The choice of words in any discourse carries weight, especially in the sensitive area of climate change and sustainability. Words have the power to shape perceptions, influence attitudes, and sway decisions.
In a business context, where longevity and profitability are key, the language of sustainability needs to be carefully aligned to resonate with business leaders and stakeholders.
Understanding Trigger Words
Trigger words in the realm of sustainability often evoke strong emotions, creating barriers in conversations rather than fostering understanding. This is particularly true in a business context, where these terms can appear disconnected from core business interests or are overly politicized.
As a result, there is a growing movement that sees sustainability as a "woke" or progressive agenda. For some business leaders, staying out of the discussion may seem wise to avoid criticism. However, the reality is that sustainability is a smart business decision, and avoiding the discussion altogether will negatively impact the bottom line.
Let's examine some key trigger words:
ESG (Environmental, Social, and Governance)
While encapsulating critical aspects of sustainability, ESG can be a contentious term in the business world. What started as a framework for evaluating investments, it has become a catch all phrase that can be confusing. The concepts in ESG have not lost validity: do less harm to our planet, support people and communities, and govern ethically and transparently. Yet, when bundled together under the moniker ESG, concerns over big-brother dictates, green washing, and affirmative action stifle action.
Green
A term that, while indicative of environmental friendliness, can sometimes be seen as overly broad or lacking in specificity. In a business setting, 'green' initiatives might be considered secondary to the core business objectives unless clearly tied to profitability or operational efficiency.
Sustainable
Despite encapsulating a critical concept, this buzzword can often come across as vague or overly idealistic. Businesses may struggle to see how sustainable practices directly contribute to their bottom line or operational goals.
Climate Change
Despite its scientific basis, 'climate change' can be a controversial term, viewed by some as a political issue rather than a factual challenge needing direct solutions.
Carbon Neutrality
For many businesses, especially those unfamiliar with environmental strategies, achieving carbon neutrality can appear daunting and tangential to their primary business operations.
Government Incentives
Often perceived as external mandates rather than opportunities, government incentives can create a sense of resistance among businesses that prefer market-driven solutions.
Equity & Justice
Though critical in the broader sustainability discourse, these terms can be perceived as straying into social activism. This carries the risk of alienating stakeholders who believe businesses should not be involved in social movements.
Regulation
Often viewed as external impositions on business autonomy, regulations can be perceived as hindrances to business operations rather than as frameworks for promoting sustainable practices.
Embracing Safe Words
Conversely, 'safe' words in the sustainability world offer a more business-friendly language that can unify stakeholders in the conversation. These terms frame environmental goals in a way that aligns with business values and objectives:
Risk Mitigation
By framing environmental actions as strategies to reduce business risks — such as those arising from climate impacts or supply chain disruptions — this term directly connects with the core objectives of business continuity and profits.
Future Proofing
Focusing on long-term viability and resilience, 'future proofing' effectively links sustainability with the continuity and adaptability of business operations in a rapidly changing world.
Resiliency & Preparedness
These terms emphasize a business's readiness and adaptability in the face of environmental challenges, highlighting sustainability as a key component of strategic business planning.
Lower Cost of Capital
By highlighting the financial benefits, such as improved credit ratings and lower borrowing costs, this phrase connects environmental responsibility with tangible economic gains. There are also a lot of incentives available for projects that are energy efficient or produce less emissions, including grants, tax credits, deductions, and credit vehicles.
Market Incentives
In contrast to government incentives, market incentives are seen as organic drivers of sustainability. They are aligned with the dynamic and competitive nature of the business world. Furthermore, the term suggests a natural alignment of market forces with environmental goals.
Efficiency
This term resonates well in business, linking environmental initiatives with improved performance and cost savings.
Value
Framing sustainability in terms of value creation broadens its appeal, emphasizing its role in enhancing brand reputation, customer loyalty, and long-term profitability.
Investment
Discussing sustainability as an investment rather than a cost positions it as a strategic choice with potential long-term returns.
Health
By associating sustainability with environmental and human health, this term highlights sustainability's importance in ensuring a safe and productive workforce and community.
The Path Forward: Uniting Business and Environmental Goals
The journey towards a sustainable future is not just about adopting new technologies or practices. It's equally about how we communicate these initiatives to get the private sector on board. Using language that resonates with business interests fosters a more inclusive and productive dialogue around sustainability. This approach not only benefits the environment but also makes sound business sense.
Emerald Built Environments understands how to facilitate this transition, providing expertise and guidance to businesses looking to capitalize on the benefits of sustainability. By embracing a language that bridges the gap between environmental goals and business objectives, we can transform the challenge of sustainability into an opportunity for innovation, collaboration, and growth.
