5. Rebutting the misconceptions

So plain-language progress is impeded by two closely related misconceptions:

• misconception 1, plain language is a movement; and

• misconception 2, because plain language is a movement, it is relevant only for retail consumers.

That these 2 views are misconceptions is made clear when one considers what's happening on the plain-language front in business.

Let's consider:

• the Canadian financial services organization Clarica;

• the international accountancy firm KPMG; and

• two major Australian law firms that provide plain-language services and that promote the clarity of their advice, and the plainness of the documents they write, as a distinguishing feature of the firm—a feature that adds value for clients.

While we're at it, let's review some plain-language developments around the world.

5.1 A Canadian financial services organization

In 1999, the Canadian financial services organization The Mutual Group demutualised, listed, and rebranded. As part of that rebranding, the company renamed itself "Clarica" and adopted the brand promise "Clarity through dialogue".

Clarica is a play on words for "clarity". The company's television ads show the Word "clarity" first, and then the last 2 letters "ty" rotate to become "ca" to make "Clarica". The company wants people to make the connection between clear communication and the company. As the Clarica website reports:

Clarica was Mutual Life of Canada. With its conversion to a shareholder company, the century old name was no longer appropriate. The new name was carefully chosen to portray the strength of the company as it heads into a new age. Clarica captures the power of clear dialogue in making personal financial choices, dialogue between the customer and the people of the company to achieve understanding ... clarity ... and the best solutions.¹¹