Writing Tip 78: Insure vs. Ensure
Reading this week’s news—Hurricanes With Female Names Kill More People, Study Finds—made me think a lot of things, but one of my thoughts was about insurance. How insured am I in case of a hurricane? How could I ensure the safety of my loved ones? Do you see where I’m going with this one? “Insure” and “ensure” cause nearly as much upset as this article. Almost.
Remember that “insure” deals exclusively with the offering of insurance. To “ensure” means to make sure, to make safe, or to guarantee. It’s a simple clarification really, but one that somehow still befuddles.
So what are you thinking about hurricane season? Is subconscious sexism going to cause some damage? Insure your properties, and ensure your outdoor tables and chairs won’t blow away. Assure your mothers, wives, and sisters that they can be equally as intimidating as any man while you’re at it. Where drinking Ensure falls into the equation is a whole other story.