Words of war in business communications
Sometimes words of war can heighten drama and escalate emotion, creating a ‘them versus us’ tone that works well in specific communications, such as crises, market or political conflict stories, and, of course, genuine warfare.
Like ‘the war of choice’ that BBC News dubbed the US-Israeli air strikes on Iran on 1 March 2026. A news summary highlighted this striking phrase, which journalist Clive Myrie repeated in his report from Israel.
War language post-World War I
Journalists’ use of military phrases intensified during the Great War, including in propaganda designed to boost morale. The trend continued into modern writing and has never really stopped.
We don’t yet know whether ‘war of choice’ will join our cultural lexicon like others – ‘the war to end all wars’ after World War I, ‘blitzkrieg’ in World War II, or ‘cyber-attack’, ‘hybrid warfare’ and ‘cognitive warfare‘, which have emerged to describe today’s online conflicts. Since words of war wield significant impact, it’s highly likely.
Journalist Edward R. Murrow neatly captured the power of war language during World War II, saying Winston Churchill had “mobilised the English language and sent it into battle”. Notwithstanding, writers must avoid overusing or misusing war terms as they can quickly grow tiresome and inaccurate.
Inappropriate war terms
In the late 1980s, our ex-Daily Mail tutor warned us against misleading, overused and misused militaristic phrases during our journalism training. He said writers should, where possible, avoid confusing readers by choosing context-appropriate, less emotive synonyms and more accurate descriptions.
If you write marketing or business communications, you have likely read warlike language that feels out of place. Here are war metaphors that can feel too sensational, dramatic or confusing in B2B marketing:
- Frontline workers
- Under siege
- Battle-hardened
- Bombshell
- Total war
- War of attrition
- Blitzkrieg
Look for synonyms for overused militaristic terms.
Militaristic phrases can often be, if you’ll excuse the pun, overkill. The phrase ‘collateral damage’ from the Vietnam War refers to military operations that lead to undesired civilian deaths or injuries. It’s different when used in a corporate sense, as this LinkedIn article explains.
Sometimes, the original meaning is lost through overuse. Workers on the frontline are rarely in physical danger, unlike troops at the front. A less militaristic synonym might work better.
When military phrases work
In some situations, military phrases and even war film titles work well in marketing and corporate communications. I remember an excellent front page on rebranding in Barclays Bank’s internal magazine in the 1990s: The Eagle has Branded.
War metaphors can also work in specific marcoms. An adapted phrase is ‘price wars’ to describe rivals undercutting each other in long-term, aggressive competition. However, ‘pricing competition’ is more accurate since no actual war occurs.
Always consider context. You might use ‘soldier on’ to describe an employee volunteering for decades with the Salvation Army, but that phrase wouldn’t fit if their long-term service was with the Royal Society for the Protection of Birds (RSPB)!
Alternative terms for words of warfare
Even when a them-vs-us narrative warrants military comparison, it’s best to find imaginative alternatives – just as it is when tempted to use any jargon.
Here are some synonyms for ‘collateral damage’ and other combat terms that might be a better fit for B2B communications:
- Collateral damage – unintended consequences
- Frontline workers – client-facing employees
- Battle-hardened – seasoned, experienced
- Bombshell – surprise, revelation
- Total war – all-out hostilities, savage competition, hostile campaign
- War of attrition – protracted action, struggle for endurance
- Blitzkrieg – foray, campaign, inroads
Download this helpful international guide on Words about War Matter: A Language Guide for Discussing War and Foreign Policy, September 2023, at wordsaboutwar.org.
Your battle for hearts and minds
Ultimately, language shapes people’s feelings. Relying too heavily on words of war makes businesses sound aggressive or out of touch; choosing clear, calm language avoids confusion, builds trust, and grounds your message in reality – not war.
Need help refining your content or finding fresher, sharper alternatives to tired metaphors? Get in touch – words matter, and the right ones can win your audience without a fight.
