Eggs, sausage and grits…

What’s in an acronym? A healthy dollop of head scratching when it comes to ESG.

According to research by language strategists Maslansky and Partners referenced by Rana Forooohar in the FT, few Americans actually know what ESG means – they’re more likely to say it stands for “eggs, sausage and grits”, rather than “environmental, social and governance”. Far from being a tasty acronym, ESG is for many an indigestible one. Moreover, the research found that other terms such as “responsible” or “sustainable” business made more sense to the average person.

Acronyms can be useful shortcuts for a specific audience, but they often require a fair helping of explanation before you can go any further. Rather than creating something that needs to be unpacked in order to be understood, why not simply use a word into which you can pour full meaning. So that, for example, instead of spending time defining the ‘E’, the ‘S’ and the ‘G’, you can focus straightaway on getting across exactly why and how your particular business is “sustainable” – from your impact on the environment to your contribution to communities, from how you recruit, reward, retain and develop your people to how you ensure strong governance throughout your organisation.

Like a hearty breakfast served up for family and friends in the morning, you want your communication to be consumed with relish rather than left on the plate. Concentrating on using everyday words with care and imagination goes a long way here.