On 29 September 2025, HSEQ professionals from across the UK came together at Thames Water for Rethink: Language to explore how the words we use shape behaviour, culture, and connection in our profession.
Hosted by Rethink HSEQ, in collaboration with Shirley Parsons, the event challenged attendees to move beyond compliance-driven communication and rethink how we talk about safety, sustainability, and wellbeing.
Rethinking the power of words.
The day began with Chris Arning, founder of Creative Semiotics, who unpacked how language doesn’t just describe reality, it constructs it. Drawing on semiotics and cultural analysis, Chris explored how traditional HSEQ language often clashes with British cultural norms of humour, informality, and scepticism toward authority. He encouraged professionals to experiment with creativity, empathy, and even poetry to make messages resonate emotionally, not just logically.
How to tell your story.
Next, Hannah Clubb, strategic communications consultant, led a powerful session on the difference between transmitting information and truly communicating. She introduced the five guiding questions that underpin effective communication: Who, What, Why, When, and How.
- Who are you really talking to, and what do they need from you?
- What do they need to know (not what you need to say)?
- Why does it matter what the call to action is?
- When will they be most receptive?
- How will you reach them in a way that works for them?
A missed “who” or an unclear “why” can make the difference between trust and confusion.
Real-world communication in action.
The afternoon’s press release and crisis communication workshop put theory into practice. Attendees worked in teams to craft press statements responding to fictional HSEQ incidents, receiving real-time coaching on tone, clarity, and empathy. Leaders from across the sector shared their own experiences of communicating under pressure and how honesty, accountability, and listening can turn a potential crisis into an opportunity to build trust.
The event closed with a shared call to action: to rethink not just what we say, but how we say it. Language can divide or connect, enforce or inspire. As communicators and leaders, our challenge is to use it to bring people together, to make safety personal, not procedural.
Download the free Rethink Language Guide.
We’ve captured the insights, exercises, and reflections from the day in a free downloadable guide designed to help you apply these lessons in your own organisation. Inside, you’ll find practical frameworks, creative prompts, and examples to help you communicate with clarity, empathy, and impact.
About Rethink HSEQ.
Rethink HSEQ is a movement co-founded by Shirley Parsons and senior industry leaders to reimagine how we approach health, safety, environment, and quality – shifting focus from process to people. Through events, workshops, and collaborations, we’re uniting professionals who share one goal: to build a safer, more human future.
To find out more and express your interest in attending future events, click here.
