How Language Shifts and Why We Should Reclaim It

In the early 20th century, words like innovation, disruption, and sustainability were used with precise, often neutral meanings. They were descriptors of change, creativity, and care for the future. Fast forward to today, and these terms have taken on new lives—some upstretched to buzzwords, others corrupted by misuse. Innovation, once synonymous with the excitement of new possibilities, is often viewed with suspicion, a symbol of unchecked capitalism and profit at any cost. Disruption, once a simple word for breaking the status quo, is celebrated as a goal, regardless of its impact on society or individuals.

What happened? And, more importantly, why should we resist the urge to demonize these words simply because certain entities or groups have appropriated them?

The Evolution of Language, Words Shift Over Time

Language is dynamic. Words carry the history of how they've been used, abused, and celebrated for decades. Linguists call this process semantic drift, a phenomenon that occurs when a word gradually shifts in meaning or connotation. This drift is influenced by cultural, social, and economic changes that alter how we perceive and use language.

Take the word innovation. Its Latin roots (innovare) reflect the notion of "renewal" or "bringing in something new." Up until the mid-20th century, it retained this neutral essence. However, as it became entwined with corporate jargon and capitalist ideals, innovation began to symbolize more than creativity—it became a catch-all term for technological advances, market expansion, and disruptive growth.

This semantic drift is not unique to innovation. The term disruption once described a disturbance or break in continuity. Today, it is lionized as a business strategy, suggesting a relentless quest to overthrow norms and established practices, often without considering the broader consequences. And then there's sustainability, which has been diluted through overuse and misappropriation. Originally a term signifying responsible stewardship of resources, it has become synonymous with vague promises and superficial green initiatives.

The Appropriation of Language by Profit-Driven Agendas

These words have changed because they've been adopted—and sometimes corrupted—by profit-driven entities. Innovation, for example, has been wielded by businesses to justify disruptive practices that prioritize short-term gains over long-term societal benefits. Consider how the term is used in tech and finance: the most "innovative" companies often push the boundaries of legality or ethics, launching products and services that sometimes do more harm than good.

The same can be said for sustainability, which is often used as a shield by companies engaged in greenwashing—the practice of presenting an environmentally responsible image without making substantial environmental contributions. These misuses tarnish the words, making it easy for critics to dismiss the concepts they represent as empty marketing ploys.

Why We Shouldn't Demonize Words Based on Misuse

It's tempting to reject words like innovation and disruption because of the negative baggage they carry today. But doing so risks abandoning their potential to describe genuine creativity, progress, and necessary change. Words, after all, are neutral vessels. They are tools to communicate ideas, and their meanings are shaped by how we use them. The problem lies not in the words but in the intentions and practices behind their application.

When we demonize a word, we are, in a way, surrendering it to those who misused it in the first place. Rather than abandoning these terms, we should reclaim them, insist on their true meanings, and apply them in ways that reflect our values. Innovation can still mean a creative solution to a complex problem, not just a new gadget that sells millions. Disruption can describe a necessary societal shift toward equality and fairness, not just the collapse of an industry. Sustainability can return to signifying responsible resource management that prioritizes the well-being of future generations.

How Skale Egenkapital Approaches Innovation, Sustainability, and Disruption

At Skale Egenkapital, we believe people are at the core of every meaningful innovation. People are the planet's most creative, innovative, and precious assets. Yes, humanity has made mistakes—we've sleepwalked into planetary catastrophes, and extremism and conflict seem to grow unchecked. But amid these challenges, we hold a different view of what innovation, sustainability, and disruption should mean.

We understand that profit is a goal for any business. However, we do not believe in achieving it at any cost. We know that changes should be made, but not at the expense of people's livelihoods or well-being. True innovation is not about imposing solutions but achieving them together—engaging with the board, employees, and communities. Our approach is grounded in the belief that growth must benefit everyone involved. Investors are not just financial contributors but members of a broader community for which we are all responsible.

We see disruption as a badge of honour only if it leads to positive outcomes for all, not only in some people's pockets. Disruption should not be about dismantling; it should be about rebuilding something better. Our concept of sustainability goes beyond surface-level environmental initiatives (most of them simple masks)—it's about creating systems that allow businesses and communities to thrive symbiotically, respecting and cherishing the planet. Transparency, true transparency, is the key here. 

Redefining Innovation for a Better Future

It's time for companies to understand that growth can take many directions and that they should benefit their communities. Too often, positions of power are used to qualify or disqualify groups of people, creating divides instead of bridges. Instead of perpetuating this cycle, we should focus on rebuilding the positive elements in every action, buzzword, and strategy.

That utopian vision from a TV series—where money is abolished, and everyone has access to the same food, items, and houses—might be far off. But that doesn't mean we can't aim for something close to it. To achieve that, we must clear our minds of the narratives and biases that hold us back and become more aware of how language shapes our understanding of progress.

Critics often point fingers, but their critique sometimes reveals what they secretly yearn for. People may criticize innovation, sustainability, or disruption, but their anger or scepticism often masks a desire for these words to reflect their genuine, positive meanings. Instead of dismissing these terms, let's work together to redefine them—holding onto the good they represent and casting aside the corruption they've accumulated.

Each journey is unique, and before we generalize or demonize, we must recognize the potential for good that lies within each word and each company striving to make a difference. At Skale Egenkapital, we're committed to ensuring that our actions and language reflect a commitment to honest, sustainable, and positive change.