Synthesizing years of experience and a pile of social research, here is a list of two dozen “words that work.” These are the words that you should use heavily in your environmental writing, social marketing campaigns, and other outreach efforts. Everyday Americans understand these terms, respond well to them — and most importantly for the purpose of general environmental awareness — feel comfortable using them among their friends and family.
Use these Words to Introduce Your Work!
1. Protect nature
2. Control pollution
3. Enough Clean Water
4. Wildlife Conservation
Use these Words to Explain the Importance!
5. Future Generations
6. Healthy
7. Family/Children
8. Safe
9. Trends
Use these Words to Encourage them to Act!
10. Make a Difference
11. Doing My/Your/Their Part
12. It affects you
13. Here’s what you can do
14. Working together
15. Save Money
16. Before it’s too late
Use these Words to Ask for their Agreement!
17. Accountability
18. Corporations (are bad) Businesses (are good)
19. Choice
20. Fair
21. Balance
22. Planning Ahead
23. Responsible
24. Freedom
25. Investment
26. Law
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