“Sobriété” refers, in French, to the concept of simplicity, conservation, and what we might refer to conversationally in English as “using less.” A term thought to be introduced by French sociologist Marie-Christine Zélem, it is just one example of France’s valuable contributions to the environmental movement.
As interesting as this cultural history may be, sometimes the intention of a communication is not to educate readers on the history of different terms. Perhaps the purpose is to sell or educate readers about a product, or to highlight a company’s annual energy savings and convince stakeholders or new leads of its credibility.
In these cases, a natural, clear English word is more suitable, and that’s where translators come in. “Environmental sobriety” is a term I have found myself editing out of machine translations (MT), switching it out with more familiar terms like “simplicity,” “minimalism,” “conservation,” or “using less,” depending on the tone and purpose.
In sustainability communications, precision and credibility are everything. Awkward translations can erode brand credibility, and in the environmental niche, extra care must be taken as new terms, shifting attitudes, and innovative approaches to climate change emerge rapidly.
Why Sustainability Content Is Especially Vulnerable
To further illustrate the unique position of sustainability communication, terms as ubiquitous as “climate change” are being debated, and many in scientific and environmental communities are pushing for new terminology.
Some argue that “climate disruption” and “climate disturbance” reflect the human-made interruption to the naturally changing cycles of global climate. In French, counterpart terms like “dérèglement climatique” have sprung up in certain regional and cultural contexts.
As in the “sobriety” example, it’s important to note that different cultural meanings require expert, careful translation regarding the tone, purpose, and other restrictions of a text.
Often, the purpose of sustainability content and reporting is to inspire trust, responsibility, and action. This inspiration may come in the form of accessibility, education, humor, or a challenge.
New terms like “climate disruption” challenge old norms, and the ability to communicate a challenge without confusing or alienating audiences requires linguistic skill and knowledge. The solution will be unique to the project and can often be intuitively and creatively solved by a translator in less time than it would take to prompt an AI to solve.
Common Pitfalls of Using MT for Environmental Content
In the environmental world, consumers spot greenwashing when comparing a company’s practices to its marketing, or intuitively by sensing greenwashed marketing, seeking authenticity in a company’s words and transparency in its actions. A mistranslated piece of jargon, inconsistent terminology, or missed cultural resonance may flag as greenwashed content.
A company’s practices may be sound, but audiences may lack the trust to consider even looking further into them if their copy is confusing or lacks connection to their local values and environmental priorities.
Localization experts specialize in adapting messages according to varying cultural values and priorities, and an environmental language expert has the best leverage in sustainability communication.
The wrong tone may also convey a lack of sensitivity or authority and weaken a brand’s credibility. AI needs expert human direction to correct tonal errors that depend on the audience and the context.
The Business Risks of Getting It Wrong
Fumbling green marketing language can ultimately diminish the impact of a campaign or dampen the reach of sustainability goals, a priority for the organization and for the planet.
Another risk to consider in any industry is the legal side of communication. Legal translators are indispensable for their expert knowledge in both the original and target languages in ensuring that compliance issues are handled securely.
In summary, relying on AI can have serious risks for credibility, meeting sustainability goals, and legal compliance.
MT vs. Human Translation: A Clear Comparison
Machine Translation (MT):
- Pros: Fast, cheap, scalable.
- Cons: Limited understanding of nuance, tone, and cultural context, risking credibility.
Professional Human Translation:
- Pros: Accuracy, consistency, cultural sensitivity, message tailoring, niche expertise, professional investment in the project, potential to combine package services (e.g., translation + editing + proofreading + desktop publishing).
- Cons: Higher upfront investment.
Suggestion: Combine technology with human expertise (e.g., MT + post-editing, also known as MTPE), or hire a translator who uses MT-assisted CAT tools with a turnaround that matches your timeline.
While approaches differ, combining technology with human expertise is a common conclusion among experts in the language industry.
Professional translators may also offer bundle copy editing, proofreading, desktop publishing, and even copywriting into their services, an added benefit of combining AI and human translation.
Why Invest in Professional Translation for Sustainability Content
For sustainability content, an expert translator will work with you to protect your brand credibility, ensure the consistent use of technical terms, and help build authentic connections with global audiences. This practice maximizes the impact and reach of sustainability initiatives.
Considering the potential pitfalls of missing key language components, the upfront investment of a hiring a translator might be small in comparison after all.
Are you confident your sustainability message is being heard as intended across all markets when considering issues like greenwashing, cultural sensitivity, and local environmental values?
I offer up-to-date expertise on green marketing, sustainability initiatives, and environmental communications. Reach out to me at katia@katiakrussel.com for expert translation, editing, and publishing solutions.
Katia Krussel 