Breaking Down Barriers: How Language Shapes Sustainability Conversations

• By Catherine Kameja®

Language is one of the most powerful tools we have, yet it is often misused in ways that create confusion and exclusion. This challenge is especially evident in sustainability, where jargon and overly technical language can alienate stakeholders and block meaningful progress.

Framing sustainability through clear and inclusive language

Sustainability is deeply relational, bridging people, the planet, and prosperity. However, the way we communicate these connections directly influences how individuals engage with sustainability goals. Research shows that using clear, accessible language fosters collaboration and builds stakeholder trust. According to the United Nations, effective communication is essential to advancing the Sustainable Development Goals (SDGs), particularly in multilingual and multicultural contexts where language can either support or obstruct participation (United Nations, 2015).

Four strategies to make sustainability communication more effective

To foster understanding and participation, businesses and institutions can adopt the following communication strategies:

1. Minimize jargon: Technical terms have their place in professional discourse, but excessive use can exclude non-experts. A study in the Journal of Environmental Psychology found that people are more likely to engage in sustainability programs when messages are communicated in plain, relatable terms (Schultz and Zelezny, 2003).
2. Prioritize active listening: True communication involves understanding as much as it does speaking. Listening to stakeholder concerns, cultural contexts, and lived experiences builds trust and ensures a more inclusive sustainability agenda.
3. Reframe problems as potential: The way we describe issues affects how they are perceived. For example, rather than saying "we lack electricity," describing the situation as "there is untapped renewable energy potential" can drive optimism and innovation. This narrative shift helped spark the adoption of solar mini-grids in rural Tanzania, enhancing energy access and local economic development (IRENA, 2018).
4. Speak in the languages people live by: In linguistically diverse countries such as South Africa and Nigeria, translating sustainability concepts into local languages has helped build community ownership of programs. When people understand what is being asked of them, they are more likely to participate in conservation and circular economy initiatives (UNEP, 2020).
   

Crafting a future we can all speak into

Sustainability is not just a technical journey—it is a human one. The language we use shapes whether stakeholders feel empowered or excluded, inspired or indifferent. By choosing inclusive, empathetic, and purpose-driven language, organizations can transform their sustainability conversations from compliance-driven tasks into shared calls to action.

Are you ready to refine your sustainability messaging and strengthen stakeholder engagement? We are here to help you develop narratives that resonate, include, and drive lasting impact. Reach out to us to begin building a communication strategy that makes sustainability everyone’s business.

References

1. IRENA. (2018). Policies and regulations for renewable energy mini-grids. International Renewable Energy Agency.
2. Schultz, P. W., & Zelezny, L. C. (2003). Reframing environmental messages to be more engaging. Journal of Environmental Psychology, 23(4), 339-347.
3. UNEP. (2020). Inclusive language for sustainability programs. United Nations Environment Programme.
4. United Nations. (2015). The Sustainable Development Goals Report. United Nations Publications.