Could a new ‘vocab of values’ reframe and elevate sustainability in a chaotic world?
- May 12, 2025
In 2020, David Attenborough said, “Saving our planet is now a communications challenge.” Five years on, we’re losing that challenge – and with it, the public conversation around sustainability.
“Drill, baby, drill.” is one of the defining phrases of this decade. In contrast, sterile terms like ‘net zero’ have failed to compete. The language we’ve relied on is struggling to inspire, inform or unite, and as populist, climate-sceptic politicians gain ground, sustainability commitments are being rolled back.
Have we lost the war of words?
Salterbaxter’s new whitepaper, ‘The New Vocabulary of Values’, asks how the sustainability community can reframe its message for a new era. Drawing on millions of social media posts, media analysis and expert insight, we explore how language, framing and storytelling can be reshaped to re-engage audiences and unlock value.
To launch the paper, Salterbaxter hosted a webinar on 24 April exploring the power, and failure, of sustainability language. The discussion featured an inspiring panel of diverse voices from across media, activism, policy and academia:
- Lucy Siegle, Environmental journalist and regular contributor to The One Show
- Jamila Brown, Activist and social impact strategist
- Chris Hines MBE, Environmental campaigner and co-founder of Surfers Against Sewage
- Dr Beth Mallory, Lecturer in English Linguistics, UCL
- Lara Cornwall, Managing partner, corporate and sustainability, Salterbaxter MSL