How to write about sustainability without jargon

Writing about sustainability can be tricky, especially when avoiding jargon.

The goal is to make your message clear and engaging, without confusing your audience with complex terms.

Here are just a few examples I regularly encounter, along with some guidance and plain language alternatives.

Explain concepts simply

Instead of: "Greenwashing"

Use: "Making false environmental claims"

Start by simplifying technical or complex terms. Explain them in plain language to make them understandable. For instance, if you want to discuss greenwashing, start by explaining it means making false or exaggerated claims about environmental benefits.

Example:

Jargon: Our company avoids greenwashing by ensuring our claims are substantiated by third-party certifications.

Plain language: We avoid making false environmental claims by getting our practices certified by independent experts.

Replace buzzwords with simple descriptions

Instead of: "Carbon offsetting"

Use: "Paying to reduce carbon emissions elsewhere"

Swap industry jargon for straightforward descriptions that your audience can understand. This helps make complex ideas more relatable.

Example:

Jargon: "We invest in carbon offsetting projects to neutralise our emissions."

Plain language: "We pay for projects that reduce carbon emissions, like planting trees, to balance the emissions we produce."

Translate industry terms into everyday language

Instead of: "Sustainable development goals (SDGs)"

Use: "Global goals for a better future"

Convert industry-specific terms into language that everyone can understand.

Example:

Jargon: "Aligning with SDGs helps us contribute to global sustainability efforts."

Plain language: "By following global goals for a better future, we make a positive impact on both our community and the world."

Offer clear examples

Instead of: "Circular economy principles"

Use: "Recycling and reusing materials"

Provide clear, practical examples of how abstract concepts are applied in real life.

Example:

Jargon: "We integrate circular economy principles into our product design."

Plain language: "We design our products to be recycled or reused. This helps reduce waste."

Explain technical terms simply

Instead of: "ESG (Environmental, Social, and Governance)"

Use: "Evaluating a company’s impact on the environment, society, and how it’s governed"

When technical terms are necessary, briefly explain them in simple language and avoid deep technical details that might confuse readers.

Example:

Jargon: "Our ESG metrics track our performance across environmental, social, and governance factors."

Plain language: "We measure how our company affects the environment, society, and our own practices to make sure we’re doing the right thing."

Use analogies to clarify concepts

Instead: "Eco-efficiency"

Use: "Using resources wisely to reduce waste"

Compare complex concepts to everyday experiences to make them easier to understand.

Example:

Jargon: "Our approach focuses on eco-efficiency to minimise resource use."

Plain language: "We use resources as wisely as possible, much like how you would try to conserve water at home to avoid waste."

A good rule of thumb to stop using jargon: if you wouldn’t use the word or phrase in a conversation with a friend, replace it with simpler language.

Or try reading it out loud.

Need help with your content or crafting messages? Whether it's polishing existing copy or writing something new, do get in touch. I’d love to help!