Eco-sensitive language: Why it matters and how to use it

Last week, I learned that a word in Italian, gretini, refers to passionate supporters of Greta Thunberg and her climate movement. It can be affectionate… Or mocking, depending on who’s using it. 

But either way, the fact that there’s now a word for “Greta groupies” tells you something important:

Language is constantly evolving. And how we talk about the environment shapes how people think about us. 

For example: Are we using up-to-date language? As brands, do we come across as genuinely passionate and well-informed, or do we give the impression that we’re greenwashing, hitting talking points without much substance behind them?

Most of us are used to seeing environmental language in reports or press releases, but it pops up everywhere—marketing, packaging, training materials, and even Instagram captions. And that language matters because those words have power. They can inform, inspire, or unintentionally mislead.

If we want to connect with people on climate and sustainability, we have to do better than buzzwords. We need eco-sensitive language; language that’s clear, current, and culturally aware.

In a nutshell, it’s the opposite of greenwashing.

Greenwashing happens when companies talk up a big green game, but the reality doesn’t match. Maybe the data’s old. Maybe the claims are vague. Maybe someone used eco-friendly without backing up what they actually mean by that. 

And when language lacks substance, the consequences stack up: less consumer trust, more confusion, potential “trolling” on your social channels and an audience that quietly tunes out.

Eco-sensitive language, on the other hand, is honest. It’s accurate and tailored to the people reading it regarding demographics and culture. At Comtec, we think of it as a mix of four key ingredients:

Recency, specificity, accuracy, and cultural sensitivity.

The climate conversation has changed, and so has the vocabulary. New terms constantly pop up, capturing the moment’s emotional weight and urgency.

Think eco-anxiety, climate emergency, climate refugee, solastalgia (a personal favourite, that’s the grief people feel when their local environment deteriorates, not yet in the dictionary but a recent submission). Our words tell readers whether we’re dialled into today’s reality or stuck in 2015.

That’s just in English; other languages have their own versions of these terms, plus different words for different problems faced within that culture and society. Like gretini in Italian and mobilité/circulation douce in French (meaning active modes of transport, such as walking or cycling) to give but two examples.

And it’s not just about new words, it’s also about retiring the old ones. More and more organisations are switching from climate change (too soft) to climate crisis or global heating (much more accurate). Even fish populations is replacing fish stocks to avoid sounding like we’re treating the oceans as a warehouse.

Bottom line: dated language makes your brand sound behind the times. Updated language shows you care and you’re paying attention.

Do you know what doesn’t inspire confidence? Vague claims like “we’re committed to sustainability.”

Say what you’re actually doing. If you’ve invested in renewable energy to support government or officially-backed goals, say which ones. (“We’ve committed through the SME Climate Hub to ambitious targets that support the global goal of limiting warming to 1.5℃:” is much better than “We care about sustainable growth.”)

Same with terminology. Don’t say climate change if you really mean global warming. 

And if your audience is non-specialist, skip the technical jargon (anthropogenic can probably be human-caused, thank you very much).

No green halo can save your brand if your facts are wrong.

Accuracy underpins everything, especially when it comes to sustainability claims. That means fact-checking your data, aligning on consistent terminology, and getting peer reviews for high-stakes content.

It’s not glamorous, but it’s essential. Especially if you want to be credible across borders and cultures.

The environment might be a global issue, but how people talk about it is anything but.

Some cultures treat nature as sacred. Others take a more pragmatic view. Some audiences (like Quebec French speakers) tend to avoid English loanwords altogether. Others (like Slovenians) may mix native terms and borrowings depending on context.

Emotional framing matters, too. Words like hiraeth (Welsh for a deep longing for home), saudade (Portuguese for nostalgic yearning), or toska (Russian for melancholy-laced longing) might not seem like “environmental terms,” but they can help express the emotional weight of eco-loss or dislocation in a way that hits home.

Getting this right requires real cultural insight, something we build into every localisation brief.

If your business is talking about the environment (and most are), you need to think about how your message lands.

Eco-sensitive language isn’t about being “perfect” or overly earnest. It’s about being intentional, informed, and inclusive. In fact, I would argue that talking about the environment is an opportunity for brands to lead, differentiate, connect, and influence.

So the next time you’re writing that sustainability update, product label, or brand manifesto, ask yourself:

Is this recent? Is it specific? Is it accurate? Is it culturally aware?

If the answer’s yes, you’re on the right track. And if you’re not sure, we’re here to help you get there.

Need help turning your sustainability content into something that really lands across markets? Let’s talk!