Why Words Matter - What Children Can Teach Us About the Power of Language

The summer holidays are in full swing. Routines are out the window, the call for snacks is never-ending, and whether you’re a parent, carer, or just someone sharing public space with sugar-fuelled children - patience may well be wearing a little thin.

Yes it’s valuable time with our children that we’ll never get back, and the joy on their little faces absolutely makes it all worthwhile. But it’s also a busy, often chaotic time of year for many of us. So in the midst of all the juggling, it’s worth pausing to ask ourselves one simple question … How are we speaking to our children right now? What messages are they absorbing? Because whether it’s shouted across the park, muttered under our breath, or carefully chosen in a bedtime story - our words stick.

Earlier this year, Oxford University Press asked more than 6,000 children across the UK to choose their Word of the Year for 2024 - and the overwhelming winner, chosen by a whopping 61% of them, was ‘kindness’.

At a time when headlines are dominated by division, disruption, and digital overwhelm, children are reminding us of something essential - language matters. Words carry weight, shape how we see ourselves and others, and reflect the kind of world we want to live in. Children aren’t asking for more noise in a world that often feels rushed and reactive - they’re asking for more care. That quiet choice speaks volumes. And as communications professionals, and human beings, it’s something we should be listening to.

From a PR perspective, we know words shape perception, build reputation, and influence behaviour. But this survey reminds us that the influence of language starts in the everyday, far earlier than brand campaigns or press releases. Children are keen observers of the world around them. And what they hear, read, and repeat - whether in the classroom, at home, or in the media (and whether it’s confidence, criticism, or compassion) - helps them build their identity and shape their view of the world. So if kindness is what they’re craving, what are we modelling in our day-to-day communications - not just with our children, but also around them?

At Zen, we believe great communication starts with intention - when you’re shaping a brand narrative the goal should never be just to get your message out, but to ensure that it lands, exactly as you intend. We often talk about audience insight, tone of voice, and narrative structure, but at the heart of all of this is the ability to shape feelings, values, and behaviour through words.

‘Kindness’ might not sound like a typical communications strategy, but it is fundamental to one. When your language is thoughtful, clear, and empathetic - people listen - whether they’re journalists, customers, or small humans asking for yet another snack.

As we navigate the rest of the summer (and maybe run a little low on energy and inspiration), let this be a gentle nudge to bring a little more kindness into how we speak - to our kids, our teams, and our audiences. Because if children see kindness as the most important word in their world, maybe we should too.

If you’d like to elevate the way you communicate - whether you’re looking to review your internal tone, craft messages that align with your values, or build a brand voice that truly resonates - we can help. 

Do get in touch at hello@zen-communications.co.uk - we promise we’re very kind!