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.

Click on the terms to see citations.

Use these Words to Introduce Your Work!

1. Nature protection
2. Pollution control
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. What you can do
14. Working together
15. Save Money

Use these Words to Ask for their Agreement!

16. Accountability
17. Corporations
18. Choice
19. Fair
20. Balance
21. Planning Ahead
22. Responsible
23. Freedom
24. Investment
25. Law