Unearthing ‘Wild Words’: How Somerset Businesses Embrace Nature in Branding

TAUNTON, SOMERSET – The English language, ever-evolving, adopted ‘green’ as a descriptor for environmentalism around 1973, a concept first noted by the Oxford English Dictionary from Australia, though its roots may stretch back to earlier anti-nuclear protests in Germany. As Marcus Barrett observes, this simple adjective carries a surprisingly rich tapestry of meanings, from ‘immature’ to ‘gullible’, ‘youthful’ to ‘recent’, encompassing over twenty distinct interpretations.

Fast forward a generation, and the term ‘greenwash’ emerged, a phenomenon recently explored by the Somerset County Gazette. This critical term highlights companies that craft a facade of eco-friendliness, a stark contrast to their actual environmental impact. The rapid development of the green agenda over two decades undeniably shaped this linguistic evolution.

Yet, the influence of nature extends beyond environmental discourse, seeping into our everyday lexicon and digital lives. Just as we’ve acclimated to new iterations of nouns like ‘Apple’, ‘Web’, ‘Cloud’, and ‘Stream’, businesses are increasingly adopting what Barrett terms ‘wild words’ – language inspired by the natural world. This begs the question: are Somerset firms aligning with this global trend in their branding, particularly within the realm of “green” vocabulary?

To investigate this local phenomenon, Barrett delved into the branding practices of small businesses in the Taunton area, utilizing the Somerset Chamber of Commerce membership list as a representative sample. His findings reveal a fascinating array of “green” linguistic patterns.

One prominent trend involves the vivid use of fauna and flora to create compelling business identities. Examples like ‘Gecko’, ‘Daffodil’, ‘Daisy Admin’, ‘Sunflower Social Media’, and ‘Apple FM’ not only leverage familiar natural elements but also evoke a sense of natural colour and vibrancy, making them stand out in a crowded market.

Another recurring motif is that of birth and growth, reflecting the developmental stages found in nature. Businesses such as ‘Design Hive’, ‘Honey Legal’, ‘Design Bean’, and from the Chamber’s design and print sector, ‘Hatched’, cleverly harness these organic processes to suggest creativity, beginnings, and expansion within their respective fields.

The dynamic essence of the natural world – its sounds and movements – also finds expression in company names. ‘Hummingbird’ conjures images of delicate, swift motion, while ‘Introtweet’ subtly hints at the chirping communication of birds, perhaps alluding to the rapid-fire nature of social media or introductory services.

Furthermore, the broader concepts of seasons and the grand sweep of time are explored. Names like ‘Cosmic’, ‘Autumn films’, and ‘4 Seasons Flooring’ encapsulate various scales of time, from the vastness of the universe to the cyclical rhythms of the year, offering a sense of permanence or timely relevance.

Beyond direct replication, some businesses demonstrate a creative adaptation, blending nature with the human experience. ‘Talking Stick’ and ‘Pro Cloud’ exemplify a more metaphorical application of natural language, suggesting communication, community, or perhaps advanced digital solutions rooted in natural imagery.

While large corporations might occasionally engage in ‘greenwashing’ – a questionable use of environmental language to obscure less-than-eco-friendly practices – the local businesses of Somerset offer a more positive and imaginative approach. Their branding choices echo the splendid natural world that defines the region, celebrating its beauty and drawing upon its inherent appeal.

Marcus Barrett, a researcher, writer, and teacher of English linguistics, and a director of The English Project, encourages readers to share their own examples of nature-inspired business or charity names. “What sticks in your mind?” he asks. “Which names really work you up? Do comment in.” The ongoing conversation about ‘wild words’ promises to illuminate the creative pulse of Somerset’s entrepreneurial spirit.