Tone of voice

"We create a sustainable future – partnering with nature."

This is the shared vision of Hedeselskabet and Dalgas. We understand that the world is not black and white – and that a sustainable future involves balancing economic, social, and environmental interests.

Our raison d'être is to balance pragmatism and idealism – and to combine this with our broad expertise to turn sustainable ambitions into reality. Your texts should support this.

But how do you write texts that capture and reflect the vision's focus on balance? This guide will enlighten you as we present the shared tone of voice of Hedeselskabet and Dalgas.

Enjoy.

The four words that define our tone of voice

Thoughtful

• We know that is I complex to create a sustainable future. Therefore, we ask questions to the reader, for example in headlines, as it invites dialogue and thoughtfulness. 
• Do not be afraid of nuances. We understand that the path to a sustainable future isn’t as black and white as some make it out to be. You don’t need the answers to everything.
• We are honest and straightforward. We must dare to say things as they are.
• Avoid small talk and a chatty tone.
• We think. This is reflected in your texts, which may take form of ‘thinking out loud’, for example, “a sustainable future builds on a learning past.”

Respectful

• We have a significant presence in the landscape, but compared to nature, we are tiny. Remember this humility.
• We know that we can’t do everything ourselves. Avoid bragging and never appear arrogant.
• We are respectful, but not overly informal. Keep it personal, use "you," "we," and "our."
• We were founded in 1866. Avoid using youthful language, English words, and quick phrases, but also do not write like Enrico Dalgas.

Optimistic

• It is easy to be pessimistic about the future. However, that solves nothing. At Hedeselskabet, we believe that we can make a difference. This should be evident in the (body) texts, where you show how Hedeselskabet is helping to build a sustainable future.
• Invite the reader to be part of the group, for example by writing "Let us (…).”
• We focus on the value we create. Avoid technical inside-out jargon.

Confident

• We are Hedeselskabet – some of the country's leading specialists, creating value for people and nature. We can be proud of that.
• We dare to have opinions – even if some may disagree or find our message uncomfortable to read.
• We use active words to emphasize our actions and the difference we make.
• We are not afraid of pathos communication, where we challenge the reader and appeal to emotions, but be careful: It can go too far if you forget respect and thoughtfulness.

Our two core stories

Hedeselskabets core story

We create a sustainable future 
– partnering with nature

To accomplish more, we need to organize differently. 

That is how it was, when Enrico Mylius Dalgas co-founded Hedeselskabet in 1866 – and that is how it is today. Maybe even more now, than ever. Because we cannot continue. We need to do something, but what? The confusion is rising faster than the global temperatures. 

On land, at sea and in the future

We are an association of people working for a sustainable future – and who have the necessary knowledge to lead the way.

With more than 150 years of working in the landscape, we understand nature. Across seven countries our many colleagues are planting, recycling and nurturing it. Therefore, we know that green ambitions have more shades than black and white. And that compromise create progress. It’s about finding the right balance between productivity and biodiversity. Between climate and economy. Otherwise, the green ambitions will fade into gray.

Together, we make the hard decisions a little bit easier – with concrete actions that help you make a difference. On land, at sea and in the future.

Responsible solutions are part of our nature

To succeed, we need to work in harmony with nature. Utilize it, but also protect it. We must grow with nature but never grow apart from it, if we want a climate footprint that leaves an impression. If we want our children and grandchildren to have a brighter future. 

That is why we give a part of our profits back to nature. And that is why we need to organize differently, if we want to accomplish more. It begins by creating a sustainable future – partnering with nature.

Dalgas core story

At Dalgas, we develop and maintain what matters to you. The small outdoor areas and the large forest. The open land, the sea and the city’s green oases. 

Therefore, we cover a wide range of services, but our work points in the same direction: We create a sustainable future – partnering with nature. We do this with high professionalism, integrity, and as part of Hedeselskabet, who gives back a part of the profit to nature.

A small spot in the city can make a world of difference

We all depend on nature. That is how it was in 1866, when Enrico Mylius Dalgas co-founded Hedeselskabet – and that is how it is today as we carry his name and live by his commitment to utilizing and protecting nature. On land, at sea and in the future.

Across seven countries our many colleagues know that we need to organize differently to accomplish more. That’s why we cultivate forests and new opportunities. That’s why we recycle by-products, restore nature and create recreational green spaces in the city. That’s why we navigate both boardrooms and untouched land when our specialists advise on future nature-based solutions. From planning to operation and reporting. For the benefit of our shared climate, biodiversity – and your organization. 

We plan for the future and act in the present

Our expertise and responsible focus make us the natural partner for those seeking strategic advice and practical experience. For those who want today’s work to make a difference tomorrow. In the forest and on the open land. In the city, the sea and green areas.

By thinking long-term and act fast, we not only achieve your business goals. We also create a sustainable future – partnering with nature.

Examples of core messages

We cultivate balance in our messages

You know it from your own experience.

You adjust your messages and the way you speak according to your surroundings. There is a difference between a family gathering, the workplace, and a night out with friends. The same applies to Hedeselskabet and Dalgas.

Our overall expression is always the same, but you need to adapt it to the context. Sometimes we are more formal – often as Hedeselskabet – while other times we are much more down-to-earth (often as Dalgas).

Below, you can see examples of the range of our messages.

7 good writing tips

• You should vary the rhythm and flow of your text. Start short. Perhaps with a question.

• Raise the stakes. We have the weight, skills, and history to do so.

• Get out the eraser. Remove words that do not add flow or meaning.

• A high readability score does not equal a high level.

• Read your text aloud. Does it sound like a university assignment? Then it's back to the drawing board.

• Spice up your text with stylistic devices. For example, contrasts (past/future, black/white) or alliterations. This makes the message more appealing – and easier to remember.

• Give your headlines extra love. If they are boring, people won't read your good body text. Remember: the job of your headline is to get the reader to read on.