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Leslie Thurman

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  1. Milken Institute1h 1m

    Words That Work: 2025 Edition | Global Conference 2025

    Leslie Thurman, Frank Luntz

    The analysis outlines a sharply polarized American landscape where 80% of citizens view the nation as historically divided and demand tangible results over political rhetoric or abstract corporate values. It urges business leaders to abandon divisive terminology like "DEI" and "capitalism" in favor of resonant concepts such as "economic freedom" and "respect," while tailoring visual communications to evoke joy rather than fear. Without this strategic shift in language and imagery, the presentation warns that corporations face increasing legislative risks from a public backing wealth taxes and an unwavering political base that refuses to compromise.