In the popular 1980s BBC sitcom “Sorry!” the mild-mannered librarian Timothy Lumsden was frequently chastised by his father for swearing, to which he would profusely apologise. Our choice of language can have important implications for how we think, react and problem solve. This crosses all disciplines from science, sociology, law, and pointedly, sustainability. In the field of sustainability this is incredibly important, particularly in the early stages of the transition. Incorrect framing of a sustainability question may lead to a suboptimal solution either in totality or for individual regions