@alexwild This is certainly true these days in the era of mass disinfo. However, I did take an eye-opening workshop some years back by https://www.waterwordsthatwork.com/
geared toward environmental communications - the theme was that the public generally agreed with us, but we often talked over their heads. Terms we thought were understood, like "sustinable," were confusing to non-college educated people, and we needed to break it down more and reach for those outside our bubble.