It's easy to take words for granted. We speak and write them all day long, often carelessly, regardless of their strength. But in the hands of a skilled communicator, words can be profound tools of persuasion on some of the world's most important topics. "Every communications professional needs to be very obsessive about the words they use," Kaitlyn Barclay, CEO and Co-Founder Scout Lab , a creative agency that prides itself on "building brands that move humanity forward." For Barclay, words are the key to getting people, regardless of political persuasion, to pay attention to climate change and take action. Sociolinguistics, the study of language in relation to region, class and other social factors, he says, is like a "hidden tool" for advancing the conversation about the urgent threat of climate change. When working with clients to create these messages, Barclay points to three key pillars of successful environmental communication. (Allison Carter)