New worlds need new words: Why we must change the language of marketing

Cato Hunt, Fiona McNae, Julius Colwyn, Anouk Bergner and Sui Lai Kang

Research into the language of business and how the marketing industry can adapt its linguistic tropes to foster a sustainable mindset.

Shaping a regenerative future is vital

We know change needs to happen. Sustainability is no longer sustainable. It doesn't provide us with the tools to repair the damage that has already been done. We know that a reciprocal relationship between people and planet must sit at the heart of whatever comes next. Together, we need to create a world that restores the natural systems we rely upon for survival.

By thinking of this as regeneration, we can redefine what is "valuable" within our systems of production and consumption, and recognise different forms of value beyond the financial, economic or productive....

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