Scientific communication often encounters a barrier: the language of experts is often difficult for the general public to understand. Terms such as „"biodiversity loss"“ They express a precise concept in academic circles, but for most people they tend to be vague, unfamiliar, or too academic. Latest research on a sample of more than 7,000 respondents shows that the choice of words and their correct placement in context can fundamentally influence whether the public understands the topic, expresses interest in it, and supports conservation measures.

We present an overview of key recommendations on how to effectively reformulate technical language into a more accessible form.

1. Focus on concreteness and familiarity instead of abstract concepts

Words with more than two syllables and complex academic constructions tend to be confusing to the general audience. The expression „"biodiversity loss"“ In surveys, it reaches the lowest levels of awareness, concern, and perceived urgency.

• Recommendation: Replace abstraction with a concrete phenomenon. The most pronounced positive reactions are evoked by the phrase „"extinction of plants and animals"“. Although it technically describes only one extreme aspect of nature loss, the public is familiar with it from museums, films and pop culture, making it better able to stimulate concern and support for conservation policies.
• Alternative: A suitable expression is also „"loss of nature"“, which achieves excellent results especially when combined with a short explanation.

2. Add supporting context and visuals

Isolated technical terms do not provide enough information to the audience. However, when presented with a short explanatory text and photographs, awareness of the topic, concern and public support for it are significantly increased.

• Recommendation: Complete each more complex term with a brief context that answers four basic questions:
  1. What does it mean? (clear definition in simplified language),
  2. Why is this a problem for humans? (impact on drinking water, food, air),
  3. What are the main causes? (e.g. pollution, habitat destruction),
  4. How can you help? (specific solutions and steps).
• Also include photographs or visual collages plants and animals that humanize the topic and make it personally relevant.

3. Avoid counterproductive „crisis framing“

Trying to emphasize urgency with dramatic stickers like „"biodiversity crisis"“, „"nature's crisis"“ or „"extinction crisis"“ in practice it does not work as it might seem.

• Recommendation: Instead of labeling it with the word „crisis,“ describe the real situation and its consequences. Research has confirmed that crisis framing does not increase people’s concern or willingness to support conservation measures. In some cases (e.g., with the term „extinction crisis“), it even reduces the familiarity of the message and can undermine the credibility of the communication.

4. Communicate universally – accessible language connects

Attitudes towards the environment often vary depending on social or political views, but research has shown that clear terminology and accompanying context work positively across the entire spectrum of opinions.

• Recommendation: Avoid politically charged terms or abstract slogans. Focus on universally accepted values, such as protection of drinking water, fresh air and soil, which have mass support regardless of political affiliation.

5. Don't guess by intuition – test texts on the target audience

Experts and scientists think differently than the lay public and often have incorrect intuition about which words resonate best.

• Recommendation: Before publishing a message or campaign widely, apply iterative testing process. Test the proposed formulations on a small sample of non-experts and check whether they understand the words the same way you do.

Summary

Replacing scientific concepts is not about "degrading" science, but about its disclosure. By replacing the abstract „"biodiversity loss"“ more understandable „"the extinction of plants and animals"“ or „"loss of nature"“ Combined with pictures and a short explanation, you can turn expert knowledge into real public interest and support. JRi&CO2AI