After all the time, money and effort put into producing your corporate sustainability report, how can you get more people to read it? The language and sustainability experts at Fluid Translation can help you by ensuring that the way that you write engages readers and helps them quickly and easily understand your achievements and goals.
The core principles of plain language
One of the core principles of plain language is the use of clear and direct wording to make information more accessible. This means avoiding jargon, acronyms and overly complex sentence structures wherever possible. Of course, corporate sustainability reports often need to include industry-specific terminology, technical metrics and regulatory language. However, plain language can be used strategically in certain sections – executive summaries, key findings, sustainability goals, case studies etc. – to improve readability without compromising accuracy.
Another key principle of plain language is using the active voice over the passive voice. This is especially important when translating from languages like Swedish that tend to use more passive constructions than English.
But what does this mean in practice? Let’s take a closer look at five ways that using plain language can benefit your sustainability communications.
Improves communication and readability. Using plain language makes sustainability reports easier to read and understand, helping companies communicate their efforts more effectively. Active sentences are more direct, making reports more engaging for stakeholders.
Helps organisations avoid accusations of greenwashing. Vague phrasing, abstract terminology and jargon can fuel distrust rather than inspire confidence, putting companies at risk of being
accused of greenwashing. Recent research found that people respond more positively to functional words like ‘recyclable’ and ‘locally sourced’ than to abstract concepts like ‘circular economy’ or ‘carbon neutrality’. Where industry terms need to be used, they should be explained clearly.
Encourages positive action. When both the general public and experts can easily understand your reports, they are more likely to take action on them. Plain language shows that your company is more proactive, decisive and committed to sustainability. Plain language also makes sustainability more accessible to a wider audience, which is crucial for meeting the UN’s Sustainable Development Goals and encouraging collective action.
Builds trust with consumers. A 2024 Swedish sustainability survey found that 4 out of 10 consumers avoid buying from companies they’ve read something negative about. Other research highlights widespread consumer cynicism towards corporate climate claims. Clear, plain language can help to build trust and credibility. Instead of vague statements, specify who is responsible for sustainability efforts.
Reduces translation costs and errors. For companies operating internationally, plain language is also more cost-effective in translation. Avoiding unnecessary jargon can lower translation costs by making text easier to translate. Shorter, clearer sentences help reduce translation errors, improve accuracy and ensure that your core message remains intact across different languages.
Plain doesn’t mean dull – it means powerful
Using plain language doesn’t mean stripping away complexity, it means making your message stronger, clearer and more impactful.
By using plain language, you ensure that your message resonates with the people who matter most. Reach out to Fluid Translation to discuss how we can help you meet your sustainability reporting needs.
Written by guest author and sustainability expert L Del Papa.