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Words that work: How to talk about climate action with confidence
5 September 2025
Ever feel unsure about how to talk about your sustainability efforts? You’re not alone. Many businesses want to share what they’re doing for the planet — but words like carbon-neutral, net zero, or climate positive can feel overwhelming. Do you use them? Avoid them? And how do you make sure people understand what you really mean?
The truth is, you don’t need perfect wording to share your story. You just need clarity, honesty, and context. Here’s how to get there.
Why clarity matters more than perfect claims
When you use big terms, people naturally have questions:
- What does carbon-neutral mean in practice?
- Are you reducing emissions, or just offsetting them?
- Is net zero your future goal, or something you’ve already achieved?
If you explain your terms in plain language, you avoid confusion and build trust. Think of it this way: it’s better to say “We reduce where we can and offset what we cannot” than to leave people guessing.
Handle the big terms with care
Here’s how to use some of the most common terms safely — and simply:
- Carbon-neutral → Use when you’ve measured your emissions and offset 100% of them. Always say how.
- Net zero → Means reducing emissions first, then offsetting the remainder. Share your roadmap, not just the destination.
- Carbon zero → Can mean different things depending on where you are. Explain what it means for your business.
- Climate positive → Suggests you’re offsetting more than your footprint. Only use if you can show the numbers.
Plain alternative:
“We’ve reduced what we can, and we offset the rest by supporting certified reforestation and clean-energy projects.”
That’s clear, everyday language — and anyone can understand it.
A real-world reminder: the Qantas case
In 2024, Qantas faced complaints in Australia about how it described its “fly carbon neutral” program. Advocacy groups argued the language could be misleading without stronger backing. Regulators began asking questions, and Qantas had to clarify its approach.
What’s the lesson here? Even well-known brands can run into trouble if their words aren’t matched by explanation. The takeaway: whenever you use a big climate term, give it context. It saves your audience from confusion — and keeps your message strong.
Climate terms aren’t universal — make them local
Remember: different regions interpret sustainability language differently.
- Europe & UK → Claims like carbon-neutral or eco-friendly usually need evidence.
- USA → Regulators encourage clear, specific wording over broad claims.
- Asia-Pacific → Countries like Australia and Singapore are tightening rules around climate messaging.
- India → Climate terms are often tied to government frameworks — context is key.
A small tweak to your wording can make a big difference across markets.
Quick rules for clear communication
- Keep it conversational — Say it how you’d explain it to a friend.
- Show your numbers — Emissions measured, offsets purchased, projects supported.
- Frame it as a journey — Offsetting is one step in a bigger sustainability plan.
Simple words, stronger impact
You don’t need flawless claims or buzzwords to talk about your climate story. You just need to be open, simple, and specific.
By choosing words that work — clear, transparent, and backed with evidence — you help customers, employees, and partners see that your actions are real. And that builds confidence, one conversation at a time.
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