I agree. Using the right language is paramount as it indeed conditions our thinking. Far more than we would like to admit or are even conscious of.

Some examples I found:

- McDonough & Braungart, the inventors of the term C2C, consciously do not use the term "circular". Strange at first sight, but not if you understand the underlying and defining energy inputs required. Then it becomes totaly evident that there is no such thing as a "circular" economy.

- I recently made an analysis of the term "degrowth".

https://gl-10190.medium.com/debunking-degrowth-part-ii-aded18d44652