Words that work

Words that work – how to frame sustainability

Words have the power to change the direction of society. The success of the concept of sustainability means choosing the right words. The question is if sustainability is the right word.

Words that are over- or misused soon turn into buzzwords and rapidly lose their power. Many argue that this is the case with “sustainability”. This is because the concept of sustainability is ambiguous; it can be everything and nothing at once. At “The Art of Framing Sustainability”, a seminar hosted by BI’s Centre for Corporate Communication, leading companies and organizations that integrate sustainability into their business strategy presented communication strategies that they find effective for gaining support for social improvements and climate change.

One of the key speakers at the seminar was Frank Luntz, pictured on the left, a well-known US political pollster, communication professional and a frequent analyst and commentator on national news in the US. Talking about removing the buzzword stigma from sustainability, Luntz presented words that resonate with people and that can change a sceptic into an advocate. Luntz should know, as he has not always been on the “environmentally friendly” side himself. Republicans hold power but he was also point was to drop the concept of “global LINN DYBDAHL, Kommunikasjonsrådgiver

FOCUSING ON COMMUNICATION THAT WORKS

FROM CLIMATE SCEPTIC TO CLIMATE REPAIRING HIS MISTAKES ADVOCATE Luntz is trying to make amends. He now For years, Luntz has played a significant offers his messaging services to the cause role in changing the power balance in the of climate action to persuade climate deniUS elections with words. His advice helped ers to change. part of the effort that He does not like the kept their heads in the sand when it comes to The power of language word sustainability. Instead, he thinks the climate change. Luntz is renowned for his ability to use language for making a big impact through  to move people and organizations from awareness to advocacy. public relate more easily to words such as “cleaner”, “safer”, and “healthier”. His insights stem from numerous polls and focus groups ‘talking points’. where the goal was He came up with the words “Climate to find out what people think and how to change” as a talking point to discourage influence them into thinking something public support for climate initiatives. The different. Handelshøyskolen BI warming” and emphasize the lack of According to Luntz, it is not about what scientific certainty around the subject. you say, but rather about what people hear. Emphasising the importance of moving

However, around 2010, everything changpeople’s emotions, he says it is important to ed when Luntz started regretting his confocus on what people feel rather than how tribution to trivialising the problem. He they think. His advice is simple, “change the could no longer deny the scientific proof words, make the arguments more personthat climate changes were clearly caused al, and more people will support climate by humans. actions.”