Voice

We are plainspoken about the great crisis that humanity faces. We are compassionate and friendly, and we believe in cooperation. We are also plainspoken about what needs to be done to solve the crisis, and we believe in solutions and innovation.

Tone

Always consider the reader’s relation to the climate crisis. Is it a youth activist? Be appreciative, and signal that their actions matter. Is it a business leader? Appeal to the great competitive advantage that lies in committing to the transformation.

How to write and speak

Often referred to as a voice chart, we have characterized our voice with three terms; We, Fact of the matter and Reassure. This is how we use them:

We

We are not on the inside talking to people on the outside – we are the We Don’t Have Time community and we address each other as equals and partners.

In every situation, always think of the recipient as a trusted friend/allied/co-conspirator. Establish a strong alliance/community throughout the text. Be friendly, inviting, trusting and informal. Lift people up by saying how good they are, and inspire them to be even better.

Don’t be formal and distanced. Don’t point fingers and accuse people. Don’t berate people and don’t mock them. Don’t have an us v. them attitude. We’re in this together.

Fact of the matter

We care about facts, and always refer sources. We are quick to correct inaccuracies. We're not afraid to tell people the truth about the climate crisis and what needs to be done. We are transparent.

Be frank and sincere, be direct and truthful. Check facts carefully. Get to the point. Tell it as it is. Be brief and precise.

Don’t be ironic, don’t sugarcoat, don’t write long sentences, don’t be lengthy and confused.

Reassure

Our messages convey hope and encourage people to act together. You are not alone. We can fix this. There are solutions. There is a way. This reassuires people in a time of crisis.

Always balance a negative fact with a hopeful twist. Always remind people that we are many and strong and can work together to fix this. Encourage people to act. Be enthusiastic about possible solutions. Be reliable and show how people can contribute. Appeal to people’s sense of responsibility, courage, and their desire to make a difference.

Don’t panic. Don’t shout. Don’t forget humankind’s capacity to overcome great challenges. Never ever say 'this is the end’. Don’t be pessimistic. No sarcasm. Don’t lose your shit.