Who we are, in five words

In September 2023, we started the dialogue about our organization’s name. District presidents identified top words they associate with our organization. Presidents were given a list of 99 words – in French and English – suggesting themes or values we might associate with our organization. Each person chose their top five, which were used to create this word cloud. ​

The first choice, from 60% of participants, was advocate. Of course, RTOERO speaks on behalf of members, conveying our needs and concerns. It’s a pillar of our brand that we hear reinforced regularly. ​

​Interestingly, the number five choice, at 26% of responses, was voice – another way of saying advocacy. So clearly, the new name should try to reflect this dimension of who we are. ​

​Benefits was the second most popular response, reinforced by health. This isn’t surprising. Our group health insurance program is core to our organization, and members receive other benefits as well.

​Education was the third most frequent choice. This word reflects not only the sector in which our members work or worked. And it reflects the value our members place on lifelong learning and personal growth and development throughout life.

Close behind at number four was community – and around it, our largest cluster of reinforcing words – inclusion, connection, network, together, social, collaboration. Obviously, this is an important thematic territory…especially where it intersects with advocacy. ​