Finding the Right Words in a Polarized World

September 13, 2023

By: Scott Westcott

Words have power. 
 
That power can be used for good. Or it can be used for other stuff.
 
Take the word ‘equity.’ The Oxford Dictionary offers up this definition: The quality of being fair and impartial. 
 
Pretty simple, right?
 
Not so much in today’s polarized world, as the word equity has been dragged smack dab into the middle of the culture war focused on DEI efforts and initiatives.
 
For organizations that advocate for equity issues, or for those in which equity work is core to their mission, this can present a challenge when it comes to how to best engage with key audiences and attract new ones. 
 
On one end of the spectrum, you can make the decision to double-down and stay the course on framing your work around the word equity — at the potential risk of alienating some supporters who might ultimately agree with the sentiment but misunderstand its meaning.
 
On the other end is the approach of finding workarounds – whether it be focusing on more show-don’t tell storytelling or leaning into framing language around less-polarizing (for now at least) terms. This, of course, comes with its own risk of being viewed as watering down your commitment or compromising what you stand for. 
 
Which approach should you take? 
 
Unfortunately, there is no one-size-fits-all answer. Even more challenging, today’s answer may not be relevant six months from now. 
 
In our experience working with clients on issues around potentially charged language, we’ve found some ways to get to clarity and consensus.
 
Get to know your audience better: It’s easy to let the loud voices of a few override a much larger majority of supporters who are fully on board with your messaging. But it’s important to not make decisions based on the squeakiest wheels in your audience. Finding new and more frequent ways to engage and listen to your supporters can provide a clearer perspective on framing language that will resonate with them, or perhaps, even challenge them. 
 
Talk amongst yourselves: Depending on the vibe at your organization, conversations about the most effective language can sometimes be challenging or charged. Yet it’s critical to get alignment on how to work through issues associated with potentially polarizing words and concepts. You may not get full agreement, but at least all voices can be heard, and people will respect the fact that these issues don’t get addressed in a vacuum.
 
Keep your eyes on the prize: Take a step back and reflect on what your organization aims to achieve — and how the language you decide to use aligns with that goal. Assess both immediate priorities but, importantly, also long-term goals. As Martin Luther King Jr. famously said, "the arc of the moral universe bends toward justice." With that in mind, are you willing to risk rankling a segment of your audience to stay true to your current language? Or might it be better to court new supporters slowly to serve the greater good?
 
At a time in which seemingly innocuous words and concepts can get highjacked for political or ideological gain, these challenges about the best way to communicate aren’t going away.
 
By figuring out a sound framework to work through these issues, you can identify the best path to staying true to your mission – and achieving your goals.