language is a virus: why a sustainability story spreads, or doesn’t

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Betsy HenningAHA@AHAWriters

Language is a Virus: Why a Sustainability Story Spreads, or Doesnt#SB16SD #ActivatingPurpose

How do you get your sustainability story to spread?

Language is a virus

NOTE TO BETSY: Your personal comments and ancedotes about seeing Hamilton: How its not a new story, but the language is what has transformed it and made it accessable and compelling.4

1Can you hear me?

Heres a statement: Sustainability is stale. Worn out. Bloodless. Done for. What do you think when you hear that statement? Chances are, we all heard something slightly different, even though we all heard the same words. Some heard me say the very idea of sustainability itself is dead. Were too far gone CO2 emissions are out of control, and we cant turn back. Some inferred that I was referring to the word sustainability, as in the word sustainability has lost its meaning.Some focused on the adjectives. Stale, meaning musty and stagnant. Bloodless, as in lacking energy. Done for, as in vanquished or washed up. Some especially those who arent familiar with the idea of sustainability might not have a clue what I was trying to say. My point is that the meaning of language changes depending on who hears it.

Tony Robbins of all people summed this up nicely. To effectively communicate, we must realize that we are all different in the way we perceive the world. And we must use this understanding as a guide to our communication with others.

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AHA Language is a virus | 6All sentences are just the word sustainable repeated over and over.Sustainable occurs an average of once per sentence.Sustainable occurs an average of once per page.Frequency of the word Sustainable in U.S. English text, as a percentage of all words, by year.Source: Google Ngrams Original thanks for XKCD.com. We re-created their work for readability.

Now I was serious when I said sustainability is stale (I was talking about the word, by the way). Most of us in this room agree sustainability is hard to define. Its become a kitchen sink word for social and environmental responsibility.Not only that, were using it a ton.

This comic is a funny exaggeration, but still ...I think we can all identify.

The language were using is not relatable. People in other parts of the business are tuning us out.Chief Sustainability Officer,Fortune 500 Company

But its larger than just the word sustainability. Its the entire language surrounding it.

Even sustainability insiders recognize the problem

Heres a quote from a Chief Sustainability Officer weve worked with. She recognizes the divisiveness of the language. Because it keeps her from doing her job. (Were helping her with that)

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Every day, you try to convince people to change behaviors. To take small steps to address big problems.But does your language have the impact you want it to have? How do you get your story to spread?Put yourself in your audiences shoes. Boredom doesnt happen by accident. Talking about climate change, environmental issues, or social problems can make people feel like outsiders, or even helpless and guilty. 8

when it needs to unite us.

The language divides us

Were all connected by the same problem. The language were using is clunky. Its complicated. People arent connecting your sustainability initiatives to their own well-being, or to larger cultural or social benefits. We make do when we were speaking to small audiences of like-minded people. But as we try to speak to broader audiences people who arent coming from the same place as us its falling flat.

7deadly sinsof sustainability communications

So whats the problem? Why isnt the language connecting? Weve boiled some of the most common problems into this list.

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1Way too dry

AHA Language is a virus |

#1: Lacking emotion.

Trite. Dull. Uninspiring. The language you use doesnt motivate anyone to action, because you barely sound motivated yourself. This ad tries. It asks the reader to Feel the momentum, but the emphasis is on bunch of dry, very impersonal statistics. They dont make you feel much of anything.Were emotional creatures. We respond to emotion. Its how were moved to action.

122All rainbows and butterflies


#2: Too emotional

But emotion only gets you so far. Yes, you want to appeal to the heart, but you also want people to take you seriously. Too much emotion is like too much sugar. At some point, you crave substance.Do depressing images of drought or dying trees get people on board with your climate change initiatives? Or are you just making them feel guilty? Images of smiling children can be effective, but they can also elicit eye rolls. Credibility matters. And emotion without facts or specifics can betray your message.

133Shouldnt need a dictionary


#3: Too technical and wonky

Many sustainability stories feel like reading a white paper. Theres lots of talk about carbon neutrality, cradle-to-cradle analyses, and codes of conduct in your supply chain. All important stuff, no question. But it can be incredibly complicated for those of us without an engineering or sustainability background.Technical language serves its purpose: Think of medical terminology. It has been defined for a specific purpose within a specific activity system like the Emergency Room. Medical professionals know this language inside and out, such as the difference between an ischemic stroke and a hemorrhagic stroke.But outside that situation, that language fails. Its the same with sustainability terms. If the only people who understand what youre saying are people in the same field, youre not doing it right. Your message has to appeal to customers. Your co-workers in other business units. And other important stakeholders.

144Doesnt mean what you think it means


#4: Jargon-y

Jargon is different than technical language. Technical language is too specific. Jargon is meaningless. Words that get tossed around so much you dont know what they mean anymore. Like green. As most of us know, green is arguably the biggest violator. Calling yourself green almost invites accusations of greenwashing, because its a catchall term for everything and nothing all at once.We use jargon when we want to communicate an idea quickly, but dont want to put in the hard thinking. So we fall back on terms that everyones heard or uses, but that dont actually mean much of anything.

Supporting quote:Jargon masks real meaning. People use it as a substitute for thinking hard and clearly about their goals and the direction that they want to give others.Jennifer Chatman, a professor at the University of California-Berkeleys Haas School of Business.

155A million interpretations


#5: Ambiguous

Ambiguitya vague idea.You can be just as vague by saying youre a firm believer in protecting the environment, or that your products are made of all-natural, sustainable ingredients. Ambiguity doesnt work when building relationships with your audience, because it shows a lack of caring or respect.You say youre eco-conscious? Show me how. If you dont, Im likely to be skeptical. Suddenly I want to know exactly what youre doing, or worse, what youre hiding.

166Sounds so generic


#6: Just like everyone else

Youre a steward of the environment. Youre making a positive impact on people and society. Youre making the world a better place. You sound just like everyone else. This is problematic not just because its boring and repetitive, but its also a missed opportunity.Treat your sustainability story like your brand story unique, focused, and integral to your business.

177A different story every time


#7: Disconnected

This is especially important for internal communications

Your company has 10 different departments, and theyre all participating in your sustainability initiatives. Yet all 10 talk about sustainability in a completely different way, and have little to no understanding of what the other 9 departments are up to. So when your employees tell your sustainability story, its fragmented and confusing.Or maybe your company has three distinct divisions, each with its own distinct sustainability story. Theres no coordination, no larger corporate purpose, nothing that signals a unified approach to addressing very complicated issues. And without that, your audience has no clear idea of what matters most to your company. Who are you really?

7deadly sins of sustainability communications181 Way too dry2 All rainbows and butterflies3 Shouldnt need a dictionary4 Doesnt mean what you think it means5 A million interpretations6 Sounds so generic7 A different story every timeAHA Language is a virus |

Whats at stake?

So whats the impact of all these missed opportunities?Your sustainability story doesn't spread.If your story does spread, its not at the speed you need it to.Your influence in limited, and your companys actions dont gain traction.And this very important storyabout how youre addressing some of the most important issues of our timedoesnt do what it needs to do.This affects more than just your company. It can also affect your careeryour ability to influence others within your organization and move your agenda forward. It can affect your passion. It can be demotivating and frustrating if people arent listening when you care deeply about something.19

Tell us about a time when you said one thing and the other person heard something different.20Your turn


Your turn (Ask the audience)Tell us about a time when you said one thing and the other person heard something different.

If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.Nelson Mandela

Understanding more about language can give us tools to overcome the barriers were currently up against.

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2What is language?

Lets dive a little deeper into the roots of language. When we say language, were often talking about spoken and written language. Words, symbols, structure, grammar, and syntax that carries meaning.But its also closely tied to culturethe beliefs, values, and behaviors that make up who we are. And language is how we express and share these beliefs and behaviors. Put another way, our values and customs often shape the way we communicate.

When you start to think about it, you start to realize how many ways people communicate.Theres not just verbal language. Theres also:BrailleSign languageWhistlingEye contactAnd many more

When you start to think about it, you start to realize how many ways people communicate.Theres not just verbal language. Theres also:BrailleSign languageWhistlingEye contactAnd many more Language starts to look very complex when you really think about itbut it also reveals how many language tools are at our disposal.

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25Try this today


We can even use silence as one of our tools.Heres an interesting fact: Taking a brief pause between sentences increases your audiences ability to comprehend what youre saying.This can be especially helpful when using words that are unfamiliar to the audience. A listeners brain often needs more time to process the information, so give it to them.You can apply this immediately in your verbal communications. Source: http://www.ncbi.nlm.nih.gov/pubmed/20950633

Words26AHA Language is a virus |

Lets start with the basics: words

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27BiscuitCookie

BootTrunk

LorryTruck

ChipsFrench fries

Car parkParking lot

BlokeGuy


So many of our words are culturally specific, even among people who speak the same language. The way we use words creates bonds between us. When were using the same vocabularywere saying Were all part of the same tribe. But those words also differentiate and divides us from others who speak differentlybecause they dont understand what were saying.Sometimes your choice of words means more than you think. The words you use with your longtime friend from high school vary drastically from the words you use within your business network.Whats the fastest way to lose your audience? Use words that make them feel disconnected from your story.

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GreenImpactEnvironmentallyfriendlyResponsibleSustainableStewardshipMaterialityFootprintNaturalOrganicEco-friendly28AHA Language is a virus |

Its the same with the language we use in sustainability circles.

Go green may make sense to you, but to most people, it ambiguous, or polarizing.

Be responsible sounds difficult and not too inspiring.

And sustainable? Financial sustainability? Environmental sustainability? Are are we going to include social issues in sustainability too? Its increasingly hard to define because sustainable is such an overused wordits come to mean just about anything. And that makes itmeaningless.

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Syntax29AHA Language is a virus |

Learn a new language and get a new soul.Czech proverb

Does language change who you are?

Or who people think you are?

Lets take a look.

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?AHA Language is a virus |

Many believe that language can affect how we feel and how were perceived.

That an individuals thoughts and actions are determined by the language or languages that he or she speaks. (Backed by a hypothesis called Whorfianism, or the Sapir-Whorf hypothesis.)

That means not only does language influence ones thoughts, but it can also constrain ones thoughts.

We cant conceive of certain ideas because our language doesnt have a way of communicating them.

I feel ruder and more aggressive in Greek, clear and concise in French, and creative and long-winded in English. Jacques

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The syntax or grammar of a language can influence how we appear to others. It can make us seem calm, excitable, or volatile.

Heres a great quote from an article called, Does Speaking Different Languages Give You Different Personalities?Its from a man who learned three different languages when he was youngFrench from his mother, Greek from his dad, and English at school. He goes by Jacques (he asked to keep his last name private).I feel ruder and more aggressive in Greek, clear and concise in French, and creative and long-winded in English. You dont really feel the difference while youre doing it, but you do after.

Jacques quote, Source: https://human.parts/does-speaking-different-languages-give-you-different-personalities-cf523bee8e19

[Backup quote]

Holy Roman Emperor Charles V spoke 6 languages fluently and said the following: I speak Italian to ambassadors, French to women, German to soldiers, English to my horse and Spanish to God. A man is as many times a man, as many languages he knows.

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WHAT IS THE POINT OF THIS SLIDE: Often were trying to persuade people when were talking about sustainability. Syntaxhow you construct your sentencesis something to pay attention to.

Some people have blamed the Greek language (in part) for contributing to the Greek financial crisis. Why?Greeks begin their sentences with verbs, and the conjugation of the verb usually reveals the tone and meaning of the rest of the sentence. So by the time a sentence reaches its mid-way point, the listener already knows much of what the speaker is trying to say. This makes it far easier to interrupt and argue points. So in essence, the Greek language may have played a part in the inability of Greek politicians to sort out conflict and reach a debt agreement with the EU.

Source: http://www.economist.com/blogs/prospero/2013/10/quick-study-athanasia-chalari-sociology-greek-economic-crisis

If you speak two or more languages, what does it feel like to speak in different languages?34Your turn


Your turn (Ask the audience)Tell us about a time when you said one thing and the other person heard something different.

Tense35AHA Language is a virus |

36Language influences how we think and what we do.

It rains tomorrow

It will rain tomorrowMorgen regnet esAHA Language is a virus |

THE POINT OF THIS SLIDE: In sustainability communications, were often trying to persuade someone to do something today, when the payoff wont be realized for years. Paying attention to how your language helps people perceive the payoff can help you.

Heres another example of how language influences us.

How we speak about past, present, and future events can influence how we behave, both now and over time.

According to behavioral economist Keith Chen who gave a TED talk on this subject citizens who speak languages without a future tense tend to save more, smoke less, and practice safer sex.

Languages differ widely in both how and when they require speakers to signal that they are talking about the future.

For example, a German speaker predicting rain can naturally do so in the present tense, saying: Morgen regnet es which translates to It rains tomorrow. In contrast, English would require the use of a future marker like will or is going to, as in: It will rain tomorrow.

This makes future events feel more immediate, because you speak of them as you would present events. English, by contrast, treats the future as something distinctly different from the present. The future feels more removed.

In German and similar languages, the present and future are closely related, so the payoff for saving money feels more immediate. In English and related languages, the payoff feels far off, and more like a possibility than a certainty. So English speakers save less and practice riskier behaviors.

Source: http://www.ted.com/talks/keith_chen_could_your_language_affect_your_ability_to_save_money?language=en

37Body languageAHA Language is a virus |

38Language isnt just what you say, its how you say it.


THE POINT OF THIS SLIDE: A warm demeanor + great information makes for winning persuasion

Body language: Its not just what you say, its how you say it.

Many are familiar with the famous Dr. Fox experiment. Students were asked to compare and rate the competence of two different professors.The first professor (a real professor) was instructed to teach his material in a monotoned and inexpressive voice. The second professor, Dr. Fox (an actor) was asked to deliver the lecture with an excessive use of double talk, neologisms, non sequiturs, and contradictory statements. But to adopt a lively demeanor, convey warmth toward his audience, and intersperse his nonsensical comments with humor.The students rated Dr. Fox just as highly as the genuine professor.The actor fooled three separate audiences of professional and graduate students. Despite the emptiness of his lecture, 55 psychiatrists, psychologists, educators, graduate students, and other professionals produced evaluations of Dr. Fox that were overwhelmingly positive. Source: https://scholarworks.iu.edu/dspace/bitstream/handle/2022/14786/Noppe_Alex_2012.pdf?sequence=1

Body language can affect whether people perceive you as credible and intelligent.In less than a second, audiences gauge how credible, competent and charismatic a story will be.Establishing a consistent tone with your body languagehand movements, facial features, stancewill help drive comprehension and accessibility. The Science of People, which studies human behavior, asked two groups to watch a number of TED talk videos.One group watched on mute, and the other watched the talks with sound.The groups were then asked:How would you rate this talk overall?How intelligent is the speaker?How credible is the speaker?What they learned is that nonverbal patterns play a huge role in our opinions of a speaker.The Science of People found that people rated speakers the same whether they watched the talks with sound or on mute.

Source: http://blog.ted.com/body-language-survey-points-to-5-nonverbal-features-that-make-ted-talks-take-off/

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40Hand gestures

Vocalvariety

Smile

Try this today


Here are a couple of things you can start paying attention to right now.

These are pulled from the Science of People findings.Think of these as non-verbal highlightsa way to strengthen your message and help people pay attention to your big idea.

Use more hand gestures People rated TED speakers that used the most hand gestures as their overall favorites.Hypothesis: If youre watching a talk and someones moving his or her hands, it gives your mind something else to do in addition to listening. So youre doubly engaged.

Add vocal varietyThe more vocal variety a speaker had, the higher their charisma and credibility ratings.Vary your cadence, volume, pitch, and emotionality. Speakers that use lots of different pacing yelling at the audience, occasionally got really quiet, speeding up and slowing down did better.Hypothesis: We can only pay attention for so long. Vocal variety engages the brain when it likes to sleep on the content.

Smile The longer someone smiled, the higher their intelligence ratings. Source: http://blog.ted.com/body-language-survey-points-to-5-nonverbal-features-that-make-ted-talks-take-off/

Visual language41AHA Language is a virus |

People remember4210%of what they hear

20%of what they read

80%of what they see and do


Visuals matter too. They are a language in itself.

We are visual thinkers and learners as a species.

Psychologist Jerome Bruner of New York University points out that studies show that people only remember 10% of what people hear and 20% of what they read, but about 80% of what they see and do.42

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Articles that contain images get 94% more views than articles without.


Visuals in combination with written or spoken language can be a powerful tool to capture attention, and help people retain information.

(Source: Optimind technology (http://www.myoptimind.com/30-digital-marketing-statistics-you-shouldnt-miss-2/))43

And visuals can convey more than mere wordsand create different types of meaning.Check this out. We get it right away, dont we?Its simple, intuitive, and practically universal.

Its no coincidence that symbols were among the earliest forms of written communication. Symbols can cut through traditional language barriers by reflecting a universal experience. We may not be able to speak fluent Japanese, yet we all get the classic no smoking symbol. Symbols reflect a language thats fluid and flexible based on context i.e., who youre talking with.

45Emoji is a rapidly evolving language.


Emoji is a great example of a rapidly evolving visual language

Sure, emoji seem silly. But they are not inconsequential. Millions of people use them every day to converse with their friends and loved ones, often about very important topics.People use emoji to clarify emotion, to soften what might be perceived as harsh in plain text.Emoji are not, it turns out, good at being nasty or mean. They are cartoons, afterall.And the emoji that exist tend to convey excitement, happiness, bemusement, befuddlement, and even love. And theyre very poor at conveying anger, derision, or hate.

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Earthmojis: A new form of climate communication

Some people are now using emojis to transcend cultural and language differences when talking about climate change. A group recently released Earthmojis, a set of global placards made entirely out of universally understood emojis.The placards highlight negative environmental behaviors and applaud green actions. They convey optimism and hope, and celebrate taking sustainable action. More importantly, they know all tongues. They communicate in ways we intrinsically understand, without over-complicating the messages.Sure, theyre not ideal for explaining complex sustainability initiatives. But thats part of their charm.

Source: http://dothegreenthing.com/blog/earthmojis-by-do-the-green-thing/

3Now what?

What does this insight about language teach us?How can we apply this to how we talk about sustainability?Here are some tips.

Pause to boost comprehension

48Try this today


Use the power of the pause, especially when youre using technical or unfamiliar terminology.

Transportationcars, buses, airplanes, trains, and the likeis responsible for 27% of all GHG emissions in the U.S. alone. [Pause] Not only is that nearly a third of all U.S. emissions, but its 6% more than the industry sector. [Pause] We need to create a smart transportation system that serves more people with less impact.

Watch your words49Try this today


Watch your words

Do you have to use the word sustainable to get your point across, or is there another way to convey what you have to say?

The trick here is to think about your audience, do a little research about how they are already speakingand see if you can adapt some of their vocabulary.

One of the breakthrough methods that Ill show you during the interactive part of this workshop will help you start to strategize about how to do this.

Actively listento create dialogue50Try this today


Actively listen

Remember the Greeks?

Sustainability conversations often consist of two sides trying to persuade each other, or change peoples minds..Maybe were trying to persuade people that investing in sustainability is valuable, even though it doesnt always have immediate or super-sexy payoffs. Or that buying a sustainable product is a good thing despite being more expensive. In essence, were practicing the art of negotiation, diplomacy, agreement, and accord.So listen. Dialog. Engage. Be part of a conversation. And find ways to ask other people to listen.

51Focus on an immediate benefitTry this today


Focus on an immediate benefit.

Remember what I said earlier about the future tense of English working against us compared with Chinese?While long-term benefits are critical, we need to help people feel an immediate payoff. Because future benefits often feel abstract or remote.Make it real. Make it tangible. And make it something we can connect with right away.

52Try this today

Use yourbody


Use your body.

Body language is a tool.We can use it to highlight important information, help people engage better over with a complex subject matter, or just to enforce that were a credible source. This isnt manipulationits persuasion. And we have an important issue to persuade people about!

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Go beyondwordsTry this today


Go beyond words.

Use imagery, iconography, and visual language like emoji to convey emotion, or soften what might feel harsh or scary.

4Case studies

Four examples of organizations and individuals who are using language to talk about sustainability.They are talking about it in a new new, highly effective way.These case studies will give you additional ideas of how you can start using language differently to make your case.

55AHA Language is a virus |

Challenge:

Nike has ambitious sustainability goals.They see sustainability and innovation as the same thing, which means they embed it into product design--from construction to materials.In 2012, Nike introduced Flyknitnew material technology that delivers unprecedented performance while drastically reducing waste.They wanted this shoe to be a game changer for the industry, and for the way athletes valued sustainability.But whens the last time you bought a pair of shoes based on their environmental story?55

What they say to the CR crowdWhat they say to athletes56AHA Language is a virus |

What they did about it: Nike didnt initially sell Flyknit on sustainable material. They sold it on lifestyle. Fashion forward. Full of performance. Nike connected with their core audience in terms theyve always understoodspeed, comfort, style. Shoes that look and feel as good breakdancing or breaking a sweat.Nike helped their customers see sustainable material as a second skin.56

Outcome: Nike extended the reach of the Flyknit story through language that felt most natural to their audience, and not the initiative.As Flyknits flew off the shelves, they also helped Nike reduce waste.Flyknit shoes reduce waste by about 60% on average compared to cut and sewn footwear.Since 2012, Flyknit technology has helped keep nearly 3.5 million pounds of waste out of the landfillthe equivalent weight of 2.5 million regulation basketballs.But Flyknit is more than a shoe built out of sustainable materials. Flyknit is a lifestyle. It brings together fashion-forward athletic performance with the comfort and style thats popular in any neighborhood. And Nike has positioned it as so, from ensuring the shoes made medal-podium appearances on the feet of U.S. Olympic athletes to inviting fans to contribute to the shoes history.57

Challenge: Sustainability reports have a perception problem. Dry, inaccessible, difficult to understand.For its 2015 report, Heineken wanted to develop a report that spoke to a wider audience, going beyond the usual suspectsNGOs, media, government suppliers and retailers.Heineken wanted to show that theres a much broader story behind sustainability reports.58

What they did about it: Heineken enlisted the help of Dutch rapper and spoken word artist, Kevin Blaxtar de Randamie.Together, they created a visually stylish film, Lets Get Frank, that communicates Heinekens transparency and corporate responsibility through spoken language that surprises and excites their audience59

I looked at the golden fluid behind the star. And for the first time became aware of its transparency.Kevin "Blaxtar" de Randamie


Outcome: The rhythm and cadence of spoken language can cut through the clutter of a thousand sustainability stories. So when Blaxtar talks about the transparency behind Heinekens company benchmark successesincluding sizeable reductions in water and CO2 consumption since 2008their distinctive to Heinekens entire product story, from farm to glass to the next generation of beer drinkers.Review after review has slotted Heineken as an innovative leader for 2015 sustainability reports.

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Challenge: How do you demonstrate the connection between the places we live and the environment we want to protect?Columbia Land Trusta non-profit client of AHAcelebrated their 25th anniversary with a fundraising event built around the theme Share your love for the land that shapes you.They wanted something that would prompt their donors to act and give in a big way.

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What they did about it: Columbia Land Trust enlisted the photography of AHA Art Director Corey Shields.Coreys photography used digital double exposure to capture a human image and a natural image in the same picture.Dual images of Pacific Northwest natural environments caught in human faces told a powerful story about the connection between nature and ourselves.These moving and slightly disturbing images made it hard for attendees to keep from staring. Provocative. Moody. But still inspirational and introspective, keeping viewers focused on how they fit into nature, and vice versa.62

Outcome: Through visual language, Coreys artwork helped people see that the more we know nature, the more it can shape our identities.The annual event generated enthusiasm, and the framed photographs earned thousands of dollars for the cause through the action.

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Mr. Wind is a video created by the Australian company Epuron, a leading Australian renewable energy company

Challenge: Wind power is unpopular in some quarters, misunderstood, and met with some skepticism. Renewable energy doesnt always inspire excitementits abstract and sort of tame.What they did about it: The video puts us in the shoes of wind itself. Wind becomes a relatable him rather than an it. Blurs entertainment and education with storytellingOutcome: Power of Wind" garnered a Cannes Gold Lion in 2007 and was one of the main contenders for the Grand Prix, and also earned a 2008 Creativity Award. The video remains popular nearly a decade later, and continues to be regarded as one of the greatest ads of all time.

What the video does

The video puts us in the shoes of wind itself. Wind becomes a relatable him rather than an it.As viewers, we get it. Almost all of us have been misunderstood at some points in our life. It makes a distant environmental issue feel very real.Viewers identify with the man on the benchwho finally sees value in the Wind and puts him to work for the greater good.

Blurs entertainment and education with storytellingThis spot makes great use of humor, wistfulness, a little bit of naughtiness.Nods to French New Wave cinema: mournful music, minimalist storytelling, very little dialogue.

Results/Outcomes

"Power of Wind" garnered a Cannes Gold Lion in 2007 and was one of the main contenders for the Grand Prix, and also earned a 2008 Creativity Award.The video remains popular nearly a decade later, and continues to be regarded as one of the greatest ads of all time.And it shows how humor, gesture, surprise, personification can take a technical topic and make it universally accessible.

Challenge: Daily newsletters face the challenge of overcrowded inboxes and limited time.So how do you make essential news reach the young peopleespecially busy young womenwho want to engage in world issues without having to suffer through the CNN scrolling news ticker?You distill the days major news stories into manageable, easy-to-read bites, so that any reader can get the gist of a major storyand why it mattersin a minute or two.You free your audience from the language they expect you to use and surprise them with substance. Fun substance.67


A unique voice:It starts with a tone and voice that is specific to youand recognizable to your audience.A voice thats uniquely yours, and that helps your audience understand your story in ways they previously couldnt.A voice that gives your story the legs it needs.68


What they did about it: The genius of theSkimm isnt just its brevity.Its the fresh approach to tone. Its breezy language, fun metaphors, and pop-culture quips that never sound overly newsy, dry, or academiceven when discussing complicated subjects like the Paris climate deal. This tone matches the way a reader might talk about a subject in a bar debate with friends: its real, its relatable, and its memorable.

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People feel that it's a voice that speaks to them. It's written as if it's from a friend.Carly Zakin

Outcome: With 1.5 million subscribers and growing, theSkimm is obviously doing something right. Making it easier to be smarter starts with making it easy for people to get involved.theSkimm resonates with its readers because it sounds just like them.The voice of their story gets people involved because its purposefully written to sound like its coming from an old friend.Want to change the way you get your audience involved? Change whos telling them the story.

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5Breakthrough methods

Three or four four short group collaborations designed to help participants breakthrough to a new way to communicate.

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1Simon saysBreakthrough session AHA Language is a virus |

73Share an example of a sustainability message or campaign from each of your organizations that was well received.How did you use language to getyour point across? What happened as a result?What lessons did you learn?

Share examples that did not go well.How did your audience respond? What would you do differently if you had the chance?Do you think any of the language tools we discussed today could have changed the conversation?

2Breakthrough session Share your storyAHA Language is a virus |

741 Your group will get maps for two different people.2 Complete the first empathy map. What is this personhearing, thinking, seeing, saying, doing and feeling about sustainability right now?3 Based on your map, what words or phrases and nonverbal tools would you use to craft an effective sustainability message or story? 4 Complete the second map. How does your approachshift when speaking to a different audience?3Breakthrough session

Empathy mappingAHA Language is a virus |

475Breakthrough session 1 Every person needs a blank sheet of paper.2 First player: Write a common sustainability concept (shared value, circular economy). Pass it to the next player without revealing it to anyone else. 3 Second player: Draw a picture that represents the phrase on a fresh pieceof paper. Pass it to the next player.

4 Third player: Write a phrase that expresses the drawing. Pass it to the next player.5 Alternate like this (draw/write) until the last person is done.6 Reveal the original phrase. How do the drawings help convey the idea? What symbols or other visual ideas emerge?

Visual thinkingAHA Language is a virus |

576Breakthrough session How would your group advise Amory Lovins to use all his language tools to make his message more powerful?AHA Language is a virus |

Q&A

Make every connection [email protected]

Twitter:@ahawriters @betsy_henning

This is a big topic. There are so many aspects of language that if you just understand how to use them effectively, they can be powerful tools.We do an intensive workshop on this to further dig in. It may be helpful for your team.78

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language is a virus: why a sustainability story spreads, or doesn’t

Leadership & Management