Words That Work: 2025 Edition | Global Conference 2025

Current National Sentiment & Polarization

• 72% of Americans currently identify as "mad as hell," a significant increase from 46% in 1992.
• 80% of Americans view the nation as the most divided it has ever been, a sentiment reported by 92% of voters aged 65 and older.
• Trust in the government's ability to function is critically low, with only 31% of Americans believing the country is invested in their personal well-being.
• Political polarization has shifted from an "upside-down U" (majority centrists) to a "right-side-up U," with the majority now polarized at both extremes and the center shrinking.
• A "grievance culture" now dominates public discourse, where offense and identity-based conflict replace constructive disagreement.

Public Values & Communication Priorities

• Freedom: Defined differently by partisanship; Republicans prioritize "freedom to" (church, guns), while Democrats prioritize "freedom from" (racism, oppression).
• Truth: Ranked as the second most important value, yet public trust in media sources (Fox, CNN, MSNBC) is fractured by partisan confirmation bias.
• Action & Results: The public prioritizes "getting it done" over rhetoric; "effort" is viewed negatively, while "results" are demanded.
• Affordability: Public concern is framed as the inability to afford food, fuel, housing, and cars; the term "inflation" is rejected by the public as an economic technicality that obscures personal financial reality.
• Problem Solving: The public favors leaders who identify and solve problems, regardless of who created them.
• Accountability: Essential for public trust; the public demands that organizations and leaders be held responsible for broken promises.
• Environmental Language: The public rejects "sustainability" as a synonym for the status quo, preferring "cleaner, safer, healthier."
• Unity: Defined as "side by side" collaboration rather than abstract togetherness.
• Retirement Security: Emerging as a top concern due to 401(k) volatility, though notably, this has not yet shifted support for Donald Trump.

Corporate Strategy & Lexicon Shifts

• Capitalism vs. Economic Freedom: "Capitalism" is rejected by the public (associated with Wall Street greed); "Economic Freedom" is preferred as it aligns with Main Street and family businesses.
• DEI Terminology: Terms like "Diversity," "Equity," and "Inclusion" are viewed negatively by approximately half the public, particularly Republicans; companies serving Republican demographics risk alienation.
• Recommended Alternative Phrasing:
  • Replace "Diversity" with "Every individual from every community."
  • Replace "Equity" with "Opportunity, availability, and accessibility."
  • Replace "Inclusive" with "Respect" (the highest-valued social trait).
  • Replace "Paradigm shift" with "Permanent impact."
  • Replace "Human Capital" with "Human Talent."
  • Replace "Human Resources" with "Human Talent."
• Business Messaging:
  • Companies should avoid "shaping culture" (seen as divisive) and focus on "listening to and learning from" stakeholders.
  • "Impact" is effective only when described as "meaningful" and "measurable."
  • "Consequences of failure" is a more powerful motivator than positive mission statements.

Visual Communication Best Practices

• Colors: Yellow, light green, and blue evoke joy and hope; gray and black evoke fear and are to be avoided.
• Subjects: Photos featuring children and intergenerational moments are universally powerful; corporate photos of people staring at the camera are viewed as inauthentic.
• Context: Visuals must show "life" and "perfection" (e.g., joy, success, physical connection) rather than abstract concepts or isolated individuals.
• Specific Examples:
  • Passing a baby's hands (environmental future) resonates more with Americans than trees.
  • Sports photography must capture the moment of success and physical interaction, not just individual athletes.
  • Hospitality imagery should focus on relaxation (e.g., hammocks, sunsets) rather than hygiene facilities.
• Gender Differences: Visuals that appeal to men (e.g., triumphant action) often repel women, and vice versa; messaging must be tailored to the specific demographic.

Forward-Looking Statements & Warnings

• Political Risk: With 63% of the public supporting a wealth tax, there is a high probability of legislative action against high-net-worth individuals and corporations in the coming election cycle.
• Trump's Base: Support for Donald Trump is described as deeper and more intense than at any point since FDR in 1933; this support is unlikely to waver due to economic shifts or market volatility.
• Social Fracture: The "80% in the middle" no longer exists; the center has fractured, requiring new language to bridge divides.
• Call to Action: The speaker urges business leaders to adopt a "Chief Integrity Officer" title and personally champion a language of respect and action to rebuild public trust.
• Urgency: The speaker asserts that without a shift in communication and a move away from divisive rhetoric, the public will increasingly punish corporate entities that fail to demonstrate tangible value and integrity.