Every June 5, World Environment Day reminds us of the urgency of adopting responsible practices with the planet. But sustainability is not driven by actions alone, it also requires effective communication. In an increasingly global and multilingual world, clear language has become a fundamental ally for environmental messages to be truly transformative.
At Nuadda, we believe that sustainability starts with words. And that, to inspire change, you have to make yourself understood first.
Understand to act: The power of clear language
Clear language is not a simple writing technique; It is a way of building bridges between organizations, people and cultures. It is based on a very simple principle: put the reader or user in the center. To do this, we can structure the information logically, avoid unnecessary technicalities, use short sentences and be direct. All this with an objective: that any person, regardless of their training or sociocultural context, can understand the message.
In the field of sustainability, this is of special relevance. Many times, discourses on climate change, energy efficiency or circular economy are presented in a technical or ambiguous way, which distances citizens and makes real commitment difficult. Communicating in clear language allows you to break this barrier and make the messages warm.
Greenwashing and Green-Hushing: Two threats to trust
In the age of information, it is not enough to communicate: it must be done with transparency. The use of clear language is also a tool against two phenomena that threaten the credibility of sustainability strategies: Greenwashing and the Green-Hushing.
The Greenwashing, or eco-bleaching, refers to the practice of presenting an image of ecological responsibility without real support. Words like “echo”, “natural” or “sustainable” are used lightly, generating confusion or unfounded expectations. A clear language, based on verifiable facts and without vague promises, is essential to avoid this practice.
On the opposite side we find the Green-Hushing, the “green silence”. Some companies, afraid of being judged or questioned, choose not to communicate their advances in sustainability. According to the “Beyond the Net Zero” survey, conducted by South Pole in 2022, 23% of companies decide not to report their environmental progress. This lack of transparency reduces confidence, prevents creating positive references and slowing down collective progress towards a more sustainable model.
Both phenomena have a common solution: communicate clearly, ethics and evidence.
International standards that support clarity
Commitment to clear language is a practice supported by international standards. Recently published UNE-ISO 24495-1 establishes principles and requirements to achieve understandable, effective and inclusive communication. It is a key tool for all those organizations that want to transmit their sustainability policies in a responsible and accessible way.
In addition, linguistic clarity is especially relevant in multilingual contexts. The translation and localization of content must respect the principles of clear language so that the original message maintains its strength, without losing precision or accessibility. At Nuadda we carry out this activity for those clients who demand it, adapting to sectors as diverse as the legal, health or environmental sectors.
A multilingual and human approach
In an interconnected world, environmental challenges must also be addressed from linguistic and cultural diversity. Not all people interpret the same terms the same. Not all societies have the same frame of reference on what it means to be sustainable. Therefore, adapting the messages to each context is a matter of respect, inclusion and effectiveness.
From Nuadda, we are committed to an ethical multilingual communication based on human knowledge. Technology can facilitate many processes, but deep understanding of cultural and linguistic nuances still requires experience and sensitivity. Our approach combines advanced tools with the intervention of specialized linguists, to guarantee results of the highest quality and usefulness.
How to apply clear language to sustainability
Here are some practical recommendations to apply clear language in the communication of sustainable initiatives:
- Define the key concepts. Avoid assuming that the reader understands terms such as “carbon footprint” or “climate resilience”. Includes simple explanations when necessary.
- Use concrete examples. Instead of talking about “environmental actions”, he specifies: “We have reduced paper consumption by 30%”.
- Avoid technical jargon. When it is not possible, accompany the technicalities with a brief clarification.
- Structure content with logic. Start with the most important thing and follow an order that facilitates reading.
- Be consistent. Make sure that what you communicate matches what you do. Coherence builds trust.
- Adapt the message to the language and context. It is not the same to talk about sustainability in Spain as in Mexico or Japan. Adjust tone and examples.
Communicate to transform
On NUADDA We believe that sustainability also communicates. And doing it with clear language is the first step in generating a real transformation. Because when words are understood, they become action.
On this World Environment Day, we renew our commitment to responsible, inclusive communication and adapted to all people. A communication that informs and inspires.
