Having a clear voice in green conversations requires attention to sustainable terminology, industry lexicon, and government regulations. Grammar of GreenSM sums up these principles for responsible communication as we are bombarded by claims of green excellence and achievement.
In sustainable exchanges, you cannot isolate comments without considering the consequences from the total organization—actions and impact are linked. Starting small is OK, announce with a whisper, not a shout. To shine rather than stumble, follow our Grammar of Green checklist of clarity, credibility, consistency and compliance. While not unique to green communications, vigilance will prevent charges of green washing and reputation damage control.
- Clarity. Vague references, unsubstantiated claims and statements muddled by unnecessary explanation will not advance your cause or client on the well-worn sustainable roadmap. Your audience does not have the option of pressing ONE to reduce confusion. They will just click away.
- Credibility. Boasts of being greenest hold no sway without substantiation. Words must be accountable. Transparency backed by third-party certification, actions and measured success enhance your reputation. Authentic accomplishment deserves recognition.
- Consistency. Each industry functions with its own argot that is gobbledygook to the uninitiated. Don’t use jargon to waffle. Build your story with facts—invigorate repetitions to make them memorable.
- Compliance. Steer clear of misrepresentation and deception to avoid regulatory red flags. You will be caught, if not by government regulators, by independent watchdogs.
To keep the conversation going, please post your favorites Grammar of Green Do’s to inspire and the Don’ts as a caution.
