Why Trauma-Informed Language Matters With Cody Hays
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In This Episode
The way we communicate about traumatic experiences matters deeply. This episode dives into the importance of using trauma-informed language with nonprofit marketing expert Cody Hays.
The discussion explores how word choices can inadvertently re-traumatize individuals or marginalized groups. Cody shares strategies for communicating about sensitive topics in a way that prioritizes empathy and hope. He breaks down why trauma-informed language is vital for building trust, telling authentic stories, and catalyzing positive social impact through clear and conscientious messaging.
Tune in to learn practical tips on using non-stigmatizing language, avoiding victim-blaming rhetoric, and crafting content that creates space for progress.
About Cody Hays
Cody Hays is the CEO and Founder of Marketing Mission, a digital marketing firm that provides marketing services to nonprofit organizations to help advance progressive social change. He serves as the Executive Editor of the Journal of Public Interest Communications. If that’s not enough, he is also pursuing a PhD in communications at Arizona State University - studying how to curb the climate misinformation polluting our digital ecosystems.
Connect with Cody Hays
Marketing Mission | Marketing Mission Resources | Instagram | Journal of Public Interest Communications
Connect with Maria
Speaking & Training | LinkedIn | Email
Transcripts
Maria:
We have Cody Hays in the house today. Cody is the CEO and founder of Marketing Mission, a digital marketing firm that provides marketing services to nonprofit organizations to help advance progressive social change. He also serves as the executive editor of the Journal of Public Interest Communications — which I love — and, if that's not enough, he's pursuing a PhD in communications at Arizona State University, studying how to curb climate misinformation polluting our digital ecosystems.
Cody, I am so thrilled that you're here. Welcome to the show.
Cody:
Thank you! I’m excited to be here.
Maria:
You are such a huge part of my journey as a trauma-informed storytelling trainer. Let’s go down memory lane — it was the end of 2022, I think. I don’t remember who asked the other first, but you might’ve said, “Do you know anything about trauma-informed marketing?” At the same time, I had a student ask me the same thing, and we both kind of panicked like — oh, this is a thing?
So tell me when you first started thinking about trauma-informed marketing and storytelling. What introduced you to that concept?
Cody:
Absolutely. Like a lot of folks, I was part of the 2020 awakening — that realization of “Hold up, white people, we’ve got some work to do.” That was a big eye-opener for me. At the same time, I was starting my business, and I saw the opportunity to support people in a more ethical way.
The moment that really stood out was while working with a client. We had to pause because the topics we were discussing were really heavy and emotional. I was trying to learn about the organization and who they serve, and I realized — hold up — something feels off in the way I’m approaching this. It was making my client uncomfortable.
That was the red flag: I might be doing something wrong — or at least something I could do better. So I came to you and said, “Maria, I have a client. I don’t know if I can fully support them in the way they need. What have you done? Who do you know?” That kicked off our deep dive into trauma-informed messaging and marketing, and how to lead with empathy in everything we do.
Maria:
That was such a turning point for me too. We started sending each other whatever we could find. It was a little frantic! We were like, “Is StoryBrand an ethical disaster?” — which I don’t necessarily believe now, but it was clear that some of our foundational tools were being shaken.
I’m so grateful you said, “Let’s study this together. Can we hold each other accountable?” That’s when we created our small study group and took that FSU course on trauma and resilience. We met every couple of weeks for a few months. I had Christy Kern on earlier — she was in that group too — and we both agreed it turned into more of a therapy group. It unpacked a lot for us personally, even though we had intended to just integrate it into our work.
So where are you today in all of this? It’s been about a year since that course — and you’re doing such exciting things now.
Cody:
Yes. After the course, I met with my team and realized we could shift our internal processes. I shared a lot of the readings and research from the class with them, and then we actually changed the way we approach copywriting at Marketing Mission.
Instead of focusing so heavily on the problem — which often just reminds people of what they already know — we decided to highlight aspirational goals and what’s possible. We still acknowledge the challenge, maybe with a single statistic, but we focus more on the story of someone who overcame it thanks to support.
So it shifted the narrative from “problem, solution, relief” to something more like starting in the middle of a journey — jumping into the transformation and celebration. It’s changed our traditional storytelling model.
Maria:
Yes! We’re taught to set the scene with something painful — because nonprofits exist to solve big problems. But I’ve been struggling with how to balance not exploiting people’s pain with not ignoring that pain either.
How do we acknowledge something hard happened without making the story owner feel used, or overwhelming the audience? I think what you’re saying is, sometimes the context is enough — like, if someone says “I grew up in an abusive home,” we don’t need all the gory details. That provides the emotional backdrop already.
Have you gone back and forth on this? Or do you feel committed to focusing on transformation?
Cody:
It definitely depends. For some organizations — like environmental or science-based ones — talking about the challenge makes sense, especially if it’s quantifiable, like a certain amount of waste or pollution.
But we still frame it around community impact and values — like, “You deserve better.” Not so much the doom-and-gloom tactics.
For issues like domestic violence, we don’t need to throw a thousand stats at people. A story of success is more powerful. Reminding people of fear just isn’t necessary in those cases.
Maria:
That makes so much sense. And in environmental work especially, it’s easy for people to feel paralyzed. Shame and fear can be motivators, but they often backfire.
What I hear you saying is: we can present the issue, but flip the framing to empowerment — like, “Here’s the problem, here’s how you can take action.”
And I love how you mentioned using nostalgia — that’s such a powerful tool.
Cody:
Exactly. I’ll give you an example. One of my clients works on green infrastructure. They’re trying to get cities to use more natural features — like mangroves and coral — to protect against storm surge and sea level rise.
But they’re working in a very developed city where developers love concrete. So how do we get those folks on board?
We used nostalgia. Instead of saying “You’ve ruined the city with all this concrete,” we show an image from the ‘80s — what the coastline used to look like — and compare it to now. The audience fills in the emotional gap on their own. Then we jump into the solution: “Want a greener future? Here’s how to make it happen.”
Maria:
That’s brilliant. You’re still tapping into internal emotion — but through something people already connect with positively. And I love what you said about not needing to use every messaging tactic every time. Just because we know someone’s pain point doesn’t mean we have to use it.
Let’s use that insight thoughtfully — maybe flip it or lead with hope. It takes extra time, but it creates a more meaningful connection.
Cody:
Totally. And it works. We’ve seen those posts — the ones with nostalgia or a deeper strategy — perform five or ten times better. It really shows that the messaging resonates.
Maria:
Yes, and something I really appreciate about your work — both internally with your team and externally with clients — is how intentional you are with language. We've worked together on a language guide that we now share with students and organizations.
Why is being thoughtful about language — especially when referring to the people we serve and our supporters — so important?
Cody:
I love this question. So this is technically the second time I’m answering it — we had to re-record — but I have a new story for you!
I saw a TikTok recently about queer identity and how, in the early 2000s, campaigns were very much like, “It’s okay to be gay. You’re not gay, but it’s okay that they are.” And what that did was separate people — “they” are over there, “I” am over here.
Now we’re seeing the consequences of that separation — with things like “Don’t Say Gay” bills. It’s the opposite of Hillary Duff’s PSA saying, “Don’t say that, it’s rude.” That TikTok really underscored how the language used in a campaign shapes future public perception.
So the takeaway: the messaging we use now will have long-term impact. We have to take the time to workshop it, test it, and make sure it’s resonating with — and not harming — the people we serve. Whether you’re working locally, statewide, or globally, your words are shaping narratives and outcomes for entire communities.
Maria:
Exactly. The ripple effect is real. I’m reminded of a time when I created a Men’s Health Month campaign for a health center called “Man Up and Get Your Checkup.” People did not like that. I hadn’t asked anyone for input, and after the fact, staff told me, “We don’t use language like that.”
It sounded catchy and trendy, but it wasn’t aligned with the values of the organization. That’s why having a shared word bank — like the one we created — is so important.
Cody:
Totally. When I talk with executive directors or development staff bringing on new hires, I always recommend having a word bank or messaging guide.
New team members don’t have access to everything that’s been living in your head for five years. You need to codify that. Write it down. Say, “We use this instead of that, because…”
Maria:
It’s so important. How we talk about immigrants, people who are deeply exploited, people experiencing homelessness — it really matters. Terms that were okay five years ago might no longer be appropriate, but the “why” behind the change is usually consistent.
Big Duck — a New York-based communications firm — puts out a “Words to Avoid” list every January. It’s always a gut-punch because I always see words I’ve been using!
They’re diving deeper now into the ethical implications of language. And I tell folks: if you're a grant writer and the funder uses a certain term — like “homeless” — that’s fine in that context. But externally, your organization may use “unhoused.” That distinction matters.
Cody:
Ooh, I’m going to add that to our word bank — an “internal vs. external” column. That’s a great idea.
Maria:
I just did a retreat with a nonprofit in Oregon where some staff have been there for decades. They’re used to language like “substance users” or “homeless.” So I say this with empathy: let’s feel the urgency to do better, but also have grace for people who are still learning.
And that’s why writing it down matters — to make it a process, not just a preference.
Cody:
Exactly. And the beauty of this work is: we’re all on different parts of the journey. One organization might be ready to publish their word guide online. Another might need to start with internal conversations. That’s okay. Everyone moves forward at their own pace.
Maria:
Okay — here’s a question I don’t necessarily have the answer to. What would you say to someone working at a nonprofit they love, but whose leadership isn’t ready to embrace trauma-informed or ethical storytelling? Like, they still use terms like “prostitute” or refuse to change “homeless” to “unhoused.” What then?
Cody:
Great question. I’m putting my educator hat on here.
If I know I don’t have buy-in from the whole room — some folks are skeptical, others disengaged — I start with a unifying activity. One of my favorites is a generational slang exercise.
Ask people to write down five slang terms from their generation. Then have the opposite generation define what they think they mean. It’s fun, it’s silly, and it helps people laugh together.
After you’ve laughed with someone, you can have a deeper conversation. From there, transition to something like, “Let’s think about five terms we use that we might want to revisit.”
Maria:
I LOVE that. I have goosebumps. That activity is so human — it doesn’t make it “I’m right, you’re wrong.” It just shows that language evolves and that our perception is shaped by our experiences.
Cody:
All credit goes to my grandma! She did that one year at Christmas. Everyone wrote down phrases they use, put them in a hat, and we had to guess what they meant. It was hilarious — and so revealing.
Maria:
Thank you, Grandma! I will 100% be using that exercise in my workshop next week.
Okay, Cody, you are doing so much. You’re getting your PhD, you’re running a fast-growing agency, you’re editing a journal… tell us more!
Cody:
Yes — I work in nonprofit marketing and am best known for maximizing impact and streamlining processes. I typically work with nonprofit executive directors and fundraisers who are overworked and overwhelmed.
We support organizations at key turning points — scaling from six to seven figures, for example — and we offer two-week intensives where we build out their marketing systems, assets, and campaigns.
We primarily serve nonprofits focused on environmental justice, economic justice, and education. Our agency offers everything from website and design to messaging, email, and operations. That’s where I thrive — in building systems that save time and energy.
And yes — I’m also getting my PhD! By the time this airs, I’ll be in my second semester. I’m taking a class on the First Amendment, which I’m really excited about because I constantly hear “This is free speech!” and I’m excited to know how to respond more effectively.
My research focuses on climate misinformation and how white supremacy has influenced environmental communications — and what we can do to reverse that.
Maria:
I cannot wait to follow your research. And you’re also the executive editor of the Journal of Public Interest Communications, right?
Cody:
Yes! And we were lucky enough to feature you in the journal — your piece is wonderful and should absolutely be in the show notes.
What makes JPIC special is that it’s open-access — both for submitters and readers. Submitting to academic journals can cost thousands of dollars. That creates a huge barrier for people like us — women, queer folks, people of color. So JPIC removes that barrier and amplifies more voices in public interest communications.
Maria:
You are such a force, Cody. You challenge the status quo, dig deep, and do this work with so much integrity. Every conversation with you is a gift. Thank you for being here.
Cody:
Thank you so much, Maria. I really appreciate it — and I’m so excited to listen to the rest of the series.
The When Bearing Witness Podcast is produced by Rustic Roots. They are video storytellers passionate about sharing the impact of nonprofits. From story ideation to beautiful and powerful videos on screen, they've got you covered. Learn more at Rusticroots.co.