Words that work for UK business

There’s been plenty of press about Dr Frank Luntz’s recently published survey of Britain’s “politics, economics and culture wars.” Most has focused on “wokeism” and the party political implications of changing attitudes.

However, the section on business and business language (from slide 89 in this deck) should be required reading for business writers.

Luntz says that:

[Businesses] “speaking out on important social issues” is at the bottom of the voter priority list. Just because the politicians, the press and the pundits talk about it doesn’t mean the voters agree. They don’t.

Only 9% of the population wants to hear your opinions on politics or policy.

Among the findings:

• The highest priority, value, or attribute for a company or business should be “Integrity/Transparency”
• Use “large employers” rather than “large corporations”
• Use “investor” rather than “stakeholder” or “shareholder”
• Use “employee” rather than “worker”

The last preference is interesting as I’ve seen some US clients preferring the term “worker”. It seems that doesn’t work so well for a UK audience.

There are also some interesting recommendations on visual imagery.

The Centre for Policy Studies’ press release is here.

The slide deck is here.

And, Luntz’s 2008 book, Words that Work, is here.

Photo: KATIE WILSON FOR THE TIMES