The power of language: How green words can reshape communication
By Chared Verschuur, MA MSc (she/her)
As communication professionals, we understand the impact of words—but are we fully aware of how language shapes behavior, culture, and leadership? In the latest episode of the IABC EMENA Podcast, I sat down with Dr. Claudia Gross to explore the transformative power of green words—language that fosters growth, inclusivity, and collaboration.
What are green words, and why do they matter?
Dr. Gross explains that green words focus on possibilities rather than limitations. Instead of framing communication around what we don’t want (e.g., “anti-racism,” “against corruption”), green words shift the focus to what we do want (e.g., “inclusion,” “integrity”). By making this shift, organizations can create cultures rooted in hope, empowerment, and shared purpose.
How green words impact organizations
From corporate mission statements to performance reviews, the language organizations use directly impacts engagement, trust, and culture. Green words help teams move from:
- Passive, impersonal language to Active, empowering communication
- Competitive mindsets to Collaborative success
- Fear-based narratives to Hope-driven leadership
Applying green words in communication strategy
Dr. Gross shared practical steps for communicators to apply green words in their messaging:
- Review corporate language for negative framing and shift toward positive alternatives.
- Recognize team success rather than only individual achievements.
- Use language that inspires action rather than instills fear.
A new way forward
This conversation reinforces that language is not neutral—it actively shapes our reality. As communication professionals, we have the opportunity to become authors of the future by choosing our words consciously.
Listen to the full episode here: https://on.soundcloud.com/kaPsTjmqKVnAT3ua8
