Language matters a lot to me. Because I have a lot of attention (and enthusiasm) for wording and storytelling I am also very aware of the potential influence that comes with the use of specific terms, phrases and metaphors. This article sheds light on the power mechanisms that are hidden in language with examples from our broader economic system and everyday-office-life.

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Language Shapes Reality

When we examine the vocabulary and metaphors that are used in our economic and professional language, we uncover structures that are in place to hide certain processes, intentions and impacts. For instance, while we often say, “prices rise,” the reality is that they are increased, often as the result of deliberate decisions made by those with economic power. Such phrasing hides the actors behind actions, giving an impression of inevitability and removing accountability from operators. By critically analyzing and challenging these dynamics, we can begin to shift the language in ways that reframe our understanding and reclaim our power.

Language not only reflects the world around us but actively shapes it. Every word, phrase, or metaphor we use creates a perspective, sometimes subtle, that can influence the way we understand and operate in society. Whether in our broader economic systems or day-to-day workplace interactions, the language we use reinforces power structures and shapes the narratives around our work lives.

The Language of Capitalism

A specific set of linguistic tools—phrases, metaphors, and jargon—defines the way we talk about economic systems, decisions, and structures. This language not only describes but also reinforces certain ideas about what it means to “do business” or “be productive.” Phrases like “maximizing output” or “competitive advantage” are deeply embedded in our language and influence our approach to nearly all aspects of life, from individual choices to global policy.

Capitalist language has long become part of our common speech. It shapes how we perceive not just business decisions but the very essence of our relationships and daily lives. It fuels an endless cycle of productivity and profitability, so ingrained in our communication that we begin to equate worth with economic output rather than well-being or social impact.

About Work, Care, and Power

We can begin with the basic concept: What do we actually mean by “work”? The definition has expanded to include activities that are unpaid and not bound by a formal employment contract. For instance, “care work,” often performed by women, has historically been overlooked in economic terms, despite its essential role in society. By the late 1990s and early 2000s, "care work" became more widely recognized in public discourse, policy discussions, and labor studies as societies and governments began acknowledging the economic and social importance of caregiving activities. 

Studies indicate that in the EU, twice as many women spend at least 5 hours every day caring for children than men, which reflects a structural imbalance in how we value different forms of labor. This shift in terminology challenges the capitalist language by highlighting the kinds of work that our society undervalues, fails to compensate, and sometimes doesn’t even recognize as “work.” Recognizing care work as labor urges us to question the biases and exclusions inherent in our economic system, promoting a broader understanding of value beyond profit.

As a last aspect to this chapter, let’s talk about the employer-employee power imbalance. The terms we use to describe this relationship subtly reinforce a power imbalance. In this commonly used framework, employees are portrayed as dependent, passively receiving work, while employers are depicted as benevolent providers. However, this language obscures the mutual dependency in the relationship: employers rely on workers to perform essential tasks just as much as workers rely on employment for financial stability. If an employer cannot find people to produce goods or deliver services, their business cannot survive.

Language in the Workplace

In the workplace, where language not only conveys tasks but also the culture and values that organizations promote, special attention should be paid. There’s a whole bunch of language issues to navigate. A particularly striking example is the prevalence of war-related terminology in the business world. We may hear phrases that sound militant or combative, as if our daily tasks or market strategies were battles rather than collaborative efforts to solve real-world problems. While the terms themselves might add a sense of urgency or intensity, they also inadvertently create a hyper-competitive, adversarial work environment that prioritizes “winning” over collaboration and progress.

Consider these commonly used phrases:

• War/Battle Terms: “We’re in a battle for market share.” or “This is a war room situation.” These metaphors equate competition with combat, intensifying work situations.
• Tactics and Strategy: “We need a solid battle plan for this project.” or “Let’s go on the offensive.” Such terms introduce a hierarchical structure where aggressive action is equated with success.
• Frontlines and Troops: Descriptions of team members as “on the frontlines” or “troops” positions workers in a role of constant defense or attack.
• Collateral Damage: Phrases like “There may be some collateral damage” reduce human impacts to mere side effects, undermining the real-life consequences of decisions on people and livelihoods.

Even though these phrases create a feeling of strength and resilience, they also foster an environment that may encourage overly aggressive attitudes and, at worst, burn out. Using such language can contribute to a confrontational workplace culture, placing people in a mindset that prioritizes competition over cooperation.

Toward a New Vocabulary for Empowerment

If we want to create a more empowered, equitable, and humane workplace, we need to start by rethinking the language we use to discuss money, economy, and work. Replacing war-like terminology with collaborative language can shift attitudes toward teamwork, well-being, and shared success. Rephrasing “war room” as a “strategy session,” “frontline workers” as “key team members,” or “winning the battle” with “achieving goals together” can have profound effects on workplace culture and our understanding of value in the professional world.

It’s time to reshape the language of the workplace and economy. By moving away from terms that emphasize competition and combat, we create space for dialogue that emphasizes shared success, mutual respect, and a more inclusive vision of productivity.

Recommended reading (in German): 

“Die Sprache des Kapitalismus” (2024) by Simon Sahner and Daniel Stähr

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