{"id":22498,"date":"2026-06-11T18:48:52","date_gmt":"2026-06-11T16:48:52","guid":{"rendered":"https:\/\/englishtextservices.de\/?p=22498"},"modified":"2026-06-11T18:48:57","modified_gmt":"2026-06-11T16:48:57","slug":"wertschaetzend-in-english","status":"publish","type":"post","link":"https:\/\/englishtextservices.de\/en\/wertschaetzend-in-english\/","title":{"rendered":"How a simple post about \u201cwertsch\u00e4tzend\u201d in English led to a deeper reflection about Wertsch\u00e4tzung in the age of AI"},"content":{"rendered":"\t\t
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Recently, a client sent me a brief for copywriting, in which the word \u2018wertsch\u00e4tzend<\/em>\u2019 was used. As this word is one that comes up often in corporate communication, leadership strategy, and HR communication \u2013 and is quite difficult to convey accurately in English \u2013\u00a0I thought I\u2019d write a quick explanation of this word and its meaning.<\/p>\n

However, writing this blog post led me to reflect on the role of \u2018Wertsch\u00e4tzung\u2019<\/em> in communication more broadly. And what it really means for companies to connect authentically with their employees and customers.<\/p>\n

But let\u2019s start at the beginning with the definition of wertsch\u00e4tzend<\/em> and how it is used in German.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What does wertsch\u00e4tzend mean in German<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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Wertsch\u00e4tzend<\/em> is a compound adjective \u2013 with a related noun die Wertsch\u00e4tzung<\/em>. When you split these compound words into their two parts, you begin to understand what is meant in German:<\/p>\n

Wert (noun) \u2013 value or worth<\/p>\n

Sch\u00e4tzen (verb) \u2013 to appreciate, to esteem<\/p><\/blockquote>\n

The noun Wertsch\u00e4tzung<\/em> is something that you have, show, or experience.<\/p>\n

The more commonly used adjective or adverb wertsch\u00e4tzend<\/em> is used to describe an attitude or way of dealing with people, for example, how the company speaks, leads, or works with people:<\/p>\n

eine wertsch\u00e4tzende Unternehmenskultur<\/p><\/blockquote>\n

wertsch\u00e4tzende Kommunikation auf Augenh\u00f6he<\/p>\n

eine offene und wertsch\u00e4tzende Arbeitsatmosph\u00e4re<\/em><\/p>\n

wir sprechen offen und wertsch\u00e4tzend miteinander<\/em><\/p><\/blockquote>\n

It is almost a buzzword for modern, people-centred work environments. And it’s a word that is difficult for English speakers to understand completely, because it combines a couple of different concepts:<\/p>\n

respektvoll – having basic respect, politeness, boundaries<\/p>\n

freundlich – being friendly, nice<\/p>\n

anerkennend – acknowledging a person and their actions, giving recognition<\/p><\/blockquote>\n

Wertsch\u00e4tzend<\/em> combines elements of all three of these words. It signals recognition of someone’s value as a person (not just their performance), expressed in a respectful and constructive way.<\/p>\n

For the English copy, I\u2019m not looking for a simple synonym, but a way to make this abstract concept come to life.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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What is wertsch\u00e4tzend in English?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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As with many German compound words, there isn\u2019t a neat one-word English equivalent. Sadly, when my clients ask, \u2018What\u2019s wertsch\u00e4tzend<\/em> in English\u2019, I have to disappoint them. When I read wertsch\u00e4tzend<\/em> in a client brief, I first have to consider who is the \u2018recipient\u2019 of this attitude \u2013 is it employees, applicants, customers, managers? And where is this attitude being expressed \u2013 on the company careers website, in internal e-mails, or in HR communication?<\/p>\n

Are we talking about providing respectful feedback, the supportive company environment, or inclusive leadership that makes people feel valued?<\/p>\n

We can\u2019t just swap a word here and hope that it means the same. It\u2019s about the intention of the statement, not just the words.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Example \u2013 Wertsch\u00e4tzende Unternehmenskultur in English<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\tWhen talking of a eine wertsch\u00e4tzende Unternehmenskultur<\/em>, for example, I could use the words I mentioned above \u2013 respectful, friendly, or appreciative:
A respectful company culture\r\n\r\nA culture of appreciation in our company\r\n\r\nA respectful, appreciative company culture<\/blockquote>
None of these sounds natural to a native speaker, and they don’t fully capture the emotion of the German text. They leave me thinking, ‘appreciative of what?’

In German, we could use wertsch\u00e4tzende Unternehmenskultur<\/em> as a short bullet point in a slide deck or on a values page. In English, that just doesn\u2019t work. For instance, when we are talking about \u2018eine wertsch\u00e4tzende Unternehmenskultur<\/em>\u2019, it depends how and where we are using it.

Here are some examples of more natural English language for the above phrase:

On the careers page:
We foster a company culture where everyone feels valued.<\/em>\r\n\r\nWe promote a people-centered company culture that values every contribution.<\/em><\/blockquote>
In a document laying out the leadership culture and philosophy:
We lead with respect and appreciation for every team member\u2019.<\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Example \u2013 wertsch\u00e4tzende Kommunikation auf Augenh\u00f6he<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\tThis is another phrase that is often used in corporate communication, for instance when talking about the cooperation with external partners.
In der Zusammenarbeit mit unseren Partnern legen wir gro\u00dfen Wert auf wertsch\u00e4tzende Kommunikation auf Augenh\u00f6he.<\/em><\/blockquote>
If you use AI to translate this sentence, it will come up with something along the lines of:
In working with our partners, we place great importance on open, respectful communication as equals.<\/em>\r\n\r\nIn our collaboration with our partners, we place great importance on respectful communication on an equal footing.<\/em><\/blockquote>
These translations aren\u2019t incorrect, but they don\u2019t really express what we mean to say, and sound a bit stilted and old-fashioned \u2013 particularly \u2018we place great importance\u2019. It would be fine for the website of a stuffy legal firm, but quite odd when used by an IT startup or premium fashion brand.

Rather than sticking to the original structure of the sentence, I would include the other elements of \u2018wertsch\u00e4tzung\u2019 that often get lost in English:
We see our partners as equals, and prioritise open and respectful communication that makes them feel valued.<\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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How translating wertsch\u00e4tzend led to a unexpected realisation <\/h2>\t\t\t\t<\/div>\n\t\t\t\t
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I started this blog post to answer the \u00a0question \u2018what\u2019s wertsch\u00e4tzend<\/em> in English?\u2019, but I hope you can see that the answer isn\u2019t hiding in a dictionary.<\/p>\n

In a client brief, the word wertsch\u00e4tzend is input, not output. In English we usually need more words and more nuance to get it right. Good copy doesn\u2019t start with the question \u2018What is that word in English\u2019, but with \u2018What emotion do I want the reader to feel?\u2019<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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My task as a copywriter isn\u2019t to use your exact words and phrasing, but to capture the essence of your message and put it in a way that sounds natural to an English speaker, and makes them feel heard and valued.<\/p><\/blockquote>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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It was at this point in the blog writing process, that something important occurred to me. Go back and reread the sentence I just wrote.<\/p>\n

My aim as a copywriter is to make your target audience feel heard and valued. That\u2019s Wertsch\u00e4tzung.<\/em><\/p>\n

When you take Wertsch\u00e4tzung<\/em> seriously, you have to go beyond the wording. It has to be clear in how you actually communicate with people. And increasingly, that raises an uncomfortable question about the use of AI in communication.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Beyond language \u2013 on Wertsch\u00e4tzung and corporate communication<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\tWhile I was writing this article, I spent a lot of time thinking about the concept of Wertsch\u00e4tzung. I asked friends and colleagues what the word meant to them. And then I asked when they last felt valued and appreciated at work, and what their employers did to create that feeling. I also asked when they felt undervalued or taken for granted.

One of the topics raised was the use of AI. A friend noted that her employer was \u2018encouraging\u2019 staff to use AI, but for some colleagues, this felt more like pressure than encouragement. And for some of them, it felt like their individual, human contribution was being devalued.

How do you feel when your employer assumes a bot can do your job just as well? How do you feel when you are informed about major changes to your workplace, and it\u2019s clear that the email was written by AI?

Does it feel like Wertsch\u00e4tzung is just a buzzword on the company values page?

Over the past decades, many organisations have spent time and resources on building effective HR and corporate communication teams. In working with such teams, I know how much work and care goes into crafting messages that genuinely meets the needs and concerns of their employees. This includes targeted communication for different employee groups, localisation for international sites, change communication that addresses concerns sensitively, and leadership messages that sound like they come from a human being.

When this work is outsourced to AI \u2013 as many marketing and communications teams are being told by management to do \u2013 it\u2019s no surprise that the result feels generic and bland. With language that could be copy-and-pasted onto almost any other company website.

Wertsch\u00e4tzung can\u2019t be automated. It is the result of careful consideration of the message you wish to send, the people receiving it, what these people need, and how they are likely to feel about it. This is what separates generic content from professional and effective communication. In any language.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Professional English content as the ultimate Wertsch\u00e4tzung<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\tOne of the most meaningful forms of Wertsch\u00e4tzung<\/em> you can show your employees, customers, or partners is thoughtful, professional communication about your company, your products, or your decisions \u2013 in German, but also in English.

If you\u2019d like to work with someone who takes both the words and the people behind them seriously, I\u2019d love to hear from you.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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What does ‘wertsch\u00e4tzend’ really mean in English? A reflection on language, authentic communication, and what Wertsch\u00e4tzung looks like in corporate communication today.<\/p>\n","protected":false},"author":1,"featured_media":22497,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[568],"tags":[725,726,592,723,594,724,722,727],"class_list":["post-22498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-english-communication","tag-company-culture-english","tag-employer-branding-english","tag-english-communication","tag-english-copywriter","tag-english-copywriting","tag-english-copywriting-2","tag-wertschaetzend","tag-wertschaetzende-kommunikation"],"jetpack_featured_media_url":"https:\/\/englishtextservices.de\/wp-content\/uploads\/2026\/06\/wertschaetzend-englisch-scaled.jpeg","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":20009,"url":"https:\/\/englishtextservices.de\/en\/english-copywriter-germany-denglish\/","url_meta":{"origin":22498,"position":0},"title":"Denglish in business communication – why ‘almost right’ in English often sounds all wrong","author":"Lynn","date":"October 17, 2025","format":false,"excerpt":"Denglish might sound fine to German ears, but it can confuse native English speakers. 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Why the English content on your website might not be as English as you think it is.","author":"Lynn","date":"July 16, 2020","format":false,"excerpt":"\u2018Home Office\u2019 sounds English, but it\u2019s Denglish. Find out why a lot of Germans get this wrong, and what you should be using instead.","rel":"","context":"In "Business English & Communication"","block_context":{"text":"Business English & Communication","link":"https:\/\/englishtextservices.de\/en\/category\/business-english-communication\/"},"img":{"alt_text":"Line art drawing of a woman working on a laptop with a dog sleeping beside her \u2013 symbol for the Denglisch term \u201cHome Office\u201d, an English-sounding expression that means something very different in Germany.","src":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/07\/home-office-denglisch-scaled.jpeg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/07\/home-office-denglisch-scaled.jpeg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/07\/home-office-denglisch-scaled.jpeg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/07\/home-office-denglisch-scaled.jpeg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/07\/home-office-denglisch-scaled.jpeg?resize=1050%2C600&ssl=1 3x, https:\/\/i0.wp.com\/englishtextservices.de\/wp-content\/uploads\/2020\/07\/home-office-denglisch-scaled.jpeg?resize=1400%2C800&ssl=1 4x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts\/22498","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/comments?post=22498"}],"version-history":[{"count":19,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts\/22498\/revisions"}],"predecessor-version":[{"id":22517,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/posts\/22498\/revisions\/22517"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/media\/22497"}],"wp:attachment":[{"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/media?parent=22498"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/categories?post=22498"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/englishtextservices.de\/en\/wp-json\/wp\/v2\/tags?post=22498"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}