In these ? times - choose your adjective wisely
Choose the right words in difficult times
Are these times unusual, dark, or unprecedented? This five-minute read for comms teams and business writers shows you how to choose the right words. If you’re still unsure, there’s a guide at the end.
The linguistics of lockdown
I have always been fascinated with the linguistic tics generated by news events. Certain types of stories permit us laypeople to break out the specialist jargon and boldly refer to scrambled helicopters and tropical storms making landfall.
The COVID-19 pandemic has generated a lexicon of its own – will self-isolate or Zoombombing make it as the Oxford English Dictionary word of the year? This post focuses on a four-word phrase that that has proliferated written and verbal communication over the last three weeks (just take a look in your inbox). Even the Queen of the United Kingdom got in on the act.
HRH opted for challenging*, HSBC plumped for uncertain, online grocery store Ocado went for unprecedented, and Savills estate agency banked on extraordinary.
I am referring to In these X times, where X is an adjective indicating the level of gravity that an individual or brand wishes to apply to the COVID-19 pandemic.
A hardworking phrase
In these unusual times (see!), this phrase serves two purposes. The first is to place a message within the context of the global pandemic. Take this example from UK state-owned bank NS&I, which audaciously goes for a double with uncertain and exceptional:
“This is an uncertain time for everyone, and we would like to reassure you that you will continue to have access to your savings during this exceptional time.”
The second, let’s call it ‘the pragmatic use’, is to indicate that the author has acknowledged the pandemic (they are not monsters), before pressing on with business as usual. This example comes from online beauty brand Beauty Pie, which has also done a double with unprecedented and uncertain:
“During these unprecedented and uncertain times, we have tried to do something that in some small way can help – by bringing control and small pink boxes of happiness.”
To be clear, I’m not knocking business as usual; hats off to those companies that continue to safely operate during COVID-19.
In these ? times – a guide
So, when writing a business communication, which adjective should you use? Choose badly and you could end up looking histrionic or, worse, unsympathetic. Here’s a handy guide, ordered in terms of escalating gravity.
Unusual – you have organised your lockdown wardrobe into day pyjamas and night pyjamas
Extraordinary – you are launching an art competition to keep children occupied (well done Savills, you nailed this)
Unprecedented – pedants will argue that pandemics have happened before - Spanish Flu, SARs et al - but not on such scale in globalised times. With more than a fifth of the world in lockdown, I say this one is fine
Uncertain – you work for an industry that will be mildly affected by this
Tough/challenging/testing – redundancies are likely, you’ve had to completely rethink the way you do business.
Difficult/Worrying –you are writing about finances, the elderly, or front-line NHS workers
Terrible – your company is going into administration
Dark, tragic – reserve for writing about fatalities. Never for business fripperies, e.g. “In these dark times, we are launching a new energy drink.”
Or, say nothing at all
Several weeks into the COVID-19 pandemic, there is an argument for not using the phrase at all (and certainly not the double). This is especially true of the pragmatic use – no one needs reminding what the world looks like, so just go ahead and market your soft drink.
I am also a big fan of dropping the hyperbole altogether and serving these ? times straight-up as The COVID-19 pandemic, as I’ve done in the above paragraph.
I’d be interested to know your adjective of choice and if there are any I’ve missed.
Every word counts, in these…oh, you decide… times.
*Actually, Elizabeth II opted for increasingly challenging in her speech to the nation, but what’s the point in being monarch if you’re not allowed a modifier.