Lawrence Hallett

As the sustainability and impact landscape continues to evolve, so too does the language we use to describe it. This spring, Acre hosted a series of internal workshops across North America, EMEA, and APAC to examine how terminology and messaging are changing in different markets.

Our discussions were based on observation, with opinions often “agreeably disagreeing” as we compared and mulled over what we hear from our network. Fundamentally, these regional sessions were more than just a review of trending phrases, they highlighted the deep connection between language, perception, and purpose, giving us space to consider how organisations are communicating and positioning sustainability strategy and ambition in 2025.

Here are our key takeaways.

Language is political and context is everything

In the US, terms like “ESG” have become politically loaded, sparking hesitation in public and private spheres. As a result, we’re seeing a pivot toward less politicised language such as “social impact,” “responsible business,” and “resilience.”

In contrast, ESG remains more prevalent across Europe and APAC, where the term still carries weight (although arguably not always clarity). This underscores the need for an understanding of regional nuances and the agility to tailor communication strategies to reflect different cultural, commercial and political realities.

From ESG to impact

Originally grounded in financial risk management, ESG has grown into a catch-all term for corporate sustainability, creating some confusion. Increasingly, we are seeing some organisations separating sustainability messaging from ESG, especially when engaging non-financial stakeholders.

Terms like “purpose-led,” “impact,” “resilience,” and “value creation” are emerging as preferences to articulate broader business goals. This reflects the commercialisation of sustainability and highlights the importance of context-specific language that speaks to both purpose and performance.

Changing job titles reflects a broader agenda

Job titles are also seeing a parallel change, there’s a noticeable pivot toward roles focused on human rights and social impact, particularly in North America, driven by policy developments like UFLPA and CATSCA. This change is creating space for social and governance work that has historically taken a backseat to climate concerns.

Across Europe, although traditional job titles referencing CSR and ESG remain prevalent, we are seeing an increase in job titles containing “transformation” or “resilience”, with organisations using these job titles to signal strategic evolution in these roles to reflect a broader commercial and operational remit.

The role of corporate affairs

The sessions also spotlighted the influence of corporate affairs functions, especially in shaping external narratives and policy.

With companies becoming more cautious in their public-facing communications, corporate affairs functions are being called upon to balance ambition with credibility, and sustainability with stakeholder management.

Global alignment, local relevance

One consistent theme? Language must be both globally aligned and locally relevant. While “decarbonisation” and “reporting” dominate UK dialogue, US conversations lean into “values-based leadership” and “social justice.” Meanwhile, APAC markets prefer more pragmatic language, terms like “environment” carry more resonance than “sustainability.”

Ensuring our internal capability

Talking about the language of sustainability can be challenging. There is a strong appetite within the Acre team for tools and training to help lead these conversations with confidence.

As a result, we’re developing a language guide, rolling out training modules, and piloting scenario-based discussion groups, ensuring that every Acre team member is equipped to guide clients through evolving terminology with authority and empathy.

Words to watch

Here are some of the terms gaining traction, and those we’re watching closely:

·      Gaining Momentum: purpose-led, resilience, responsible business, impact, transformation, business value, risk

·      Still Relevant (but Politically Sensitive): ESG, CSR, net zero

·      Regionally Favoured: social impact (US), ESG transformation (France), decarbonisation (UK), environment (APAC/industrial sectors)

Final thoughts and how we can help

Language is no longer just a tool for communication. It’s a strategic asset, a reputational risk, and a catalyst for action. These regional workshops reaffirmed our responsibility to stay fluent in the evolving language of sustainability so we can better serve our clients, our candidates, and our purpose.

Here’s how we’re supporting clients:

·      Advisory on language use: We offer guidance on how to position sustainability and impact initiatives using language that resonates with key stakeholders

·      Role and job title consultation: We help clients shape and refine role titles and job descriptions to align with market trends and talent expectations, ensuring clarity, appeal, and relevance

·      Insights from real-time search data: Leveraging tools like Google Trends and SEO analysis, we help clients align their messaging with what audiences are actively searching for, bridging the gap between technical accuracy and audience engagement

From developing a shared language guide to refining our digital strategy, Acre is taking proactive steps to ensure our messaging remains clear, credible, and impactful, no matter where in the world we’re working.