On the flip side of it though, the language of sustainability itself isn’t very accessible, so communicators need to work hard to identify language that works. We’ve been doing a bit of quick and dirty, soon to be launched, research to find out what terms resonate with the public. For example, the term ‘eco-safe driving’ is quite common in the sustainability community, but our focus group laughed at it. the term ’savvy driving’ however got a really warm reception. It’s a complementary and flattering term, as one participant said “Savvy is about being smart”.