EY Tone of Voice — Building & Better

Tagline: "Building a Better Working World"

Industry: Professional Services

Sector: Services

How EY Communicates

EY communicates with a building, better and working voice using aspirational language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Building a Better Working World", captures this voice. The central tension in EY's communication is worse vs. better world, which shapes every message they craft. Their mission is to build a better working world.

Tone Words

EY's brand voice is defined by the following tone words: Building, Better, Working.

Communication Style

Language Style: Aspirational
Sentence Type: Statement
Tense: Present
Expression: Figurative

EY Brand Story

Ernst & Young is one of the Big Four professional services firms.

Brand Message

Global professional services

Brand Mission

To build a better working world

Brand Positioning

Core Concept: Better world

Central Tension: Worse vs. Better World

About EY

EY-Parthenon is one of Ernst & Young's four global service lines and following a major expansion in 2025 is the 'transformative strategy and transactions' consulting arm of the firm. The expansion of the brand in 2025 globally saw EY-Parthenon become a 25,000+ strong proposition across 120+ countries. It now positions itself as an advisor to CEOs, Boards, Private Equity, and Governments on strategy, M&A, divestitures, corporate finance, value creation, turnaround, and optimization, along with sector-specific strategic advisory and transformation services. The firm was established as The Parthenon Group LLC in 1991 by former Bain & Company directors William "Bill" Achtmeyer and John C. Rutherford. In 2014 The Parthenon Group merged with professional services firm EY forming the new entity EY-Parthenon. The move was viewed as part of the continued efforts by the Big Four to move up the value chain from their traditional audit services into more lucrative areas of business, as well as to provide new points of entry to clients. The firm advises top management (C-Suite) on strategic issues across a broad range of industries including Private Equity, Consumer Products, Education, Financial...

Frequently Asked Questions About EY

What is EY's tone of voice?

EY uses a building, better, working tone of voice. Their communication is aspirational, typically using statement-style sentences in the present tense. Their tagline "Building a Better Working World" exemplifies this voice.

What is EY's brand message?

EY's core message: Global professional services Their mission: To build a better working world

What is EY's slogan?

EY's slogan is "Building a Better Working World". It carries their building, better, working voice.

What is EY's mission?

EY's mission: To build a better working world

What makes EY's brand voice unique?

EY stands out through their building, better, working communication style. Their central brand tension, "Worse vs. Better World", shapes how they communicate across the Services sector.

What language style does EY use?

EY uses aspirational language, with figurative messaging, in statement-style sentences, using the present tense.