The biggest problem with ESG is how it’s framed. By changing the language of ESG, companies can move forward with confidence – and with the support of many of even the most skeptical Americans.
The language of ESG is killing ESG
November 14, 2023
Author Archives: Michael Maslansky
Shift Your Language and You Can Revolutionize Perceptions
October 2, 2023
When you shift your language to focus on your audience, you can revolutionize perceptions. Here are a few ways to help reframe old narratives and shape new ones, to better connect with your audience.
ESG is dead, long live… ESG?
July 24, 2023
The battle over ESG is in full view and is the center of the latest culture war, with many companies caught in the middle. But does the public really oppose the substance of ESG? Or is this just a case of mistaken identity? And can companies find a way forward without risking the wrath of the newly emboldened right?
How language strategy drives behavior change
March 1, 2022
People often want to focus on communicating their intent. These messages feel good. They often don’t work. If you want the right words to drive behavior change, leave your motives behind and make the message about the audience.
The right words for communicating to your team now.
April 29, 2020
Address the Four ‘U’s of Ambiguity to give your team a sense of control.
Embracing the Chaos
April 22, 2020
Three lessons learned in the process of reinventing our business
When crisis hits, companies shouldn’t trust their instincts: Learning from Equifax’s mistakes
March 8, 2020
In the heat of a crisis, the knee-jerk responses from companies to defend themselves usually backfire. A better approach is to learn from past mistakes to respond the right way today.
What Communicators Can Learn from Uber’s London Response
October 17, 2019
While Uber’s apology to the city of London was a step in the right direction, there’s always room for improvement, and key ways they could make their response even better.
Choosing the Right Words for Your Customers
October 8, 2018
Today, in a marketing culture driven by short-form, shareable content – not to mention short attention spans – it all comes down to using the right words.
20 ways to say you’re sorry—and when to use them
December 20, 2017
It seems that apologies are in the headlines every day. For any company, apologizing is one of the hardest things to communicate – there is no instance where the words you use are more important than when your company has (or is perceived to have) something to apologize for. Because how a company crafts an apology can make or break their reputation.