Traditional names are drenched in meaning – so how will what3words change how we see the world?

The what3words labels Paul's Cathedral. Image: what3words.

It’s hard to imagine what it was like for the first astronauts to be so far above the ground that the shape of whole countries could be seen at once. Most of us now have grown up knowing the exact shape of the world all our lives, with pictures taken of it from the outside. For those astronauts, it was new.

But even they recognised what they saw, of course: they already had maps telling them the shape of the landmasses below.

The effort required to produce these from the ground was enormous. Starting in the 1750s, the Cassini family took 100 years to complete a triangulation survey of France and publish what we would recognise today as the first map to really get the geography right.

Before that, maps had other purposes. The 12th century Hereford Mappa Mundi represents a vision of the geography of the world, but also an understanding of history, with a progression of important places westwards (down) from Eden in the East. In other words, the world turned around Jerusalem. The nearest thing we have today to a semi-religious document that also tells you where you are is the tube map. As the physical and abstract have converged in modern maps, we’ve lost some of the sense of maps as cultural projects.

Any point on Earth can now be pinpointed to within meters and superimposed on an aerial image – but this level of precision is not easily grasped and read by the human mind. Our accuracy has increased faster than we’ve been able to symbolically fill in the gaps. You can look at your phone and see yourself standing in the middle of a field, but “where” is that exact point? A map can give you 10 digit coordinates – but those are fairly useless if you’re trying to describe the location to another person.

what3words has an interesting approach to this problem. It’s divided the world into squares, 3m along each side, and given each square a three word reference. Greenwich Observatory, for example, is “foster.complains.liked”.

The idea is that this creates a much higher level of accuracy, but in a way that’s easier to remember. It’s a human scale idea of global navigation:  three words can be communicated much easier than two long streams of numbers.

what3words isn’t a coordinate system, but describes itself as a “human interface for latitude & longitude”. Each word doesn’t modify the previous, and neighbouring squares have nothing in common. The next square over from “foster.complains.liked” is “watch.grain.spices”.

This lack of continuity is intentional: similar words are not put anywhere near each other. The idea is that, if you make a mistake, you’ll be so far off that you’ll immediately realise it. This premise may be flawed, given how wrong people can go when they blindly follow GPS; but it’s an interesting philosophy of place to demand that each location be recognisably unique from everything around it.

The Hereford Mappa Mundi. Image: UNESCO.

If you can’t quite see the point of this chances are you already have an address. what3words see itself as being for parts of the world where there is no address system, or for communities and regions that have yet to be incorporated into one. For instance, Cartiero in Brazil use the system to create a postal system in favelas, where official mapping, house naming or coding is practical non-existent.

Mongolia’s national post office is in the process of starting to use this system: its combination of vast territory and few named roads is ideal for such technology. 

w3w uses words as easy-to-remember glyphs, stripped of their meaning. They are there to piggyback on the fact we can remember and communicate thousands of concepts, but only relatively short sequences of symbols.

In a technical appraisal of the system, Professor Robert Barr of the University of Liverpool described how the system avoided place names acquiring meaning:

Certain roads, counties, towns or postal districts acquire a reputation or a familiarity based on the attributes of the place rather than the location. It is not the intention or the design of the w3w system to enable such familiarity as adjacent squares will have very different w3w combinations of words addressing them.”

In this way w3w is intentionally unromantic: addresses are atomised. There will never be a “Summer Street”, named for a word commonly found in an area’s w3w addresses, because no such word exists. It seems strange to have an address made of words that is incapable of developing meaning. There will be no w3w-as-identity: no “postcode lotteries”, no “postcode gangs”, no “90210”.

This will mean losing something: traditional names are drenched in meaning. I live in Croydon, one of London’s 32 boroughs. Croydon has a long history before it was just a part of London, making an appearance in the doomsday book as “Croindene”. Its etymology is thought to be rooted in the Anglo-Saxon for “crocus valley” – a name  suggesting the physical geography of the area and the human use of the settlement. The w3w for the centre of town is “spot.safety.token”.

Britain is an island in northern Europe, the place where the Britons lived. Through the inward migration of Germanic-speaking tribes, Britain became less and less Brittonic, with cohesive British settlements remaining only in isolated parts of the island. The new-comers called the natives “alien”, “foreigner”. “Wælisc” became “Wealh”, became “Welsh”. Cornwall and Wallonia have the same origin. All of this is encoded into our maps – a guide to our history even if they don’t include Eden.

Creating a system that is unusable as symbolic language is an attempt to produce a purely technological and apolitical mapping technology. But there is no such thing.

In memoriam: Middlesex, shown here in Thomas Kitchin's 1769 map, no longer exists. But people still include it in their postal addresses. Image: Wikimedia Commons.

In Seeing Like A State, James C. Scott describes the long emergence of the modern nation state as a process of blunting and erasing local differences to make the fringes more legible and understandable to the centre. Last names develop for taxation; maps exist to remove the need for local knowledge to navigate. If you don’t need to ask directions, the state can exercise its power without local consent.

w3w gives people living in the unmapped world the ability to make themselves legible to the global system. This is immediately useful to them. It lets postal systems expand, and deliver services much faster than would otherwise be possible, creating a powerful ad-hoc system that can fill in until someone gets around to mapping the streets.

As what3words describe the current situation:

This means that around 4 billion people are invisible; unable to report crime; unable to get deliveries or receive aid; and unable to exercise many of their rights as citizens because they simply have no way to communicate where they live.

In other words, what3words describes itself as a tool of empowerment, letting people connect themselves up to the global economy. But any means of mapping might be equally useful as a tool of oppression. w3w will have matured as a system the first time a tax bill arrives at “squads.someday.subsystems” – or a political dissident is arrested at “lifted.shoemakers.maddened”.

You can be mapped without your consent by people who mean you harm.


One risk for what3words is that a competitor open-source system could be produced relatively quickly. It wouldn’t need to be as good at separating similar addresses (or do that at all): it would simply need to exist, to have a little bit of support behind it, and be cheaper. Betamax was better than VHS – but a clever idea is no protection, if a cheaper implementation is almost as good. This could significantly set back the usefulness of any individual system: you might find yourself in “clocks.even.await” and “apple,north,book” and “#heavy#chefs#neat” at the same time.

But rival co-ordinate systems are perhaps inevitable. And while your location is physical, the idea of “place” is human. Middlesex no longer exists, but people claim to live there. Google Maps tells you different things about contested borders depending, where you view it from.

Technology can tell you where you are to ever greater precision – but we will always exist in many places, all at once.

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Five ways in which the rest of the world can avoid the homelessness crisis plaguing the US

Housing for all. Image: Nicobobinus/Flickr/creative commons.

Homelessness is a growing problem in the UK, where the number of people sleeping rough has doubled since 2010, yet it is dwarfed by the scale of the issue in the US. More than 500,000 homeless were found across the US during just one night, compared to the UK’s 2017 count of 4,751. Changes in the definition of homelessness and flawed methodologies suggest that the true number for the US could be anywhere from 2.5 to 10.2 times greater.

Millions more live in overcrowded or slum housing, forced to choose between the damage that poor conditions do to their physical and mental health, and the street. All of the US’s housing issues – from foreclosures to evictions to poor conditions – hit communities of colour the hardest.

This is due to a legacy of discrimination, which continues to undercut any commitment to safe and decent housing for all residents, whether in the private or public sector. In my recent book, City of Segregation, I explain how the long, violent history of creating spaces for the white and privileged classes is embedded in a number of practices, which continue in US cities to this day.

Exporting inequality

As private developers and investors seek out urban land in major cities around the world to secure their fortunes, real estate patterns and practices developed within the US are increasingly being observed elsewhere.

In cities as diverse as London, Sydney and Durban, community groups which have been working for decades to improve their neighbourhoods languish with little public or private resource. Meanwhile, developers create spaces for foreign investors and new residents, who anticipate certain protections and privileges such as greater security, high quality amenities and neighbours with similar interests and backgrounds.

This is a driving force behind rising evictions and the criminalisation of homelessness, alongside gated communities, hostile architecture, “broken windows” policing with its focus on prosecuting activities such as graffiti or jaywalking and the growing privatisation of public spaces through regeneration.

But there is still time for other countries to choose a different path. The UK, in particular, can build on the legacies of the post-war political consensus that all residents should have access to quality housing, and its acknowledgement of institutional racism and some history of government anti-racist campaigning.

Both legacies should be improved, but a renewed commitment to a programme of housing and anti-racism are central to increasing equality, prosperity and well-being for all. Based on my research, I’ve come up with five steps which the UK and countries like it can follow, to ensure that future development reduces – rather than drives – homelessness and inequality.


1. Build social housing

Unlike the US, the UK acknowledges a right to a home, and within living memory provided it for a huge swathe of British society. Social housing – whether in the form of traditional council flats, cooperatives or community land trusts – provides a variety of housing types and keeps rents from rising too far beyond wages.

When social housing is widely available, it makes a huge difference to people who – for one reason or another, and often through no fault of their own – become homeless. With social housing to fall back on, homelessness is a temporary condition which can be safely resolved. Without it, homelessness can become a life-destroying downwards spiral.

2. Preserve and expand community assets

Severe segregation in the US stripped entire communities of access to quality food, jobs, education, green spaces, services, banks and loans. Poverty is endemic, and can easily tip into homelessness. While far from perfect, the UK’s post-war commitment to universal provision of services, such as education and health care, and building social housing across all neighbourhoods underpinned a surge in upward mobility.

This achievement should be salvaged from the damage done by Right To Buy – a policy which sold off social housing without replacing it – and austerity, which has prompted a sell-off of public assets and land, as well as the closure of childrens’ services, libraries and community centres.

3. Decommodify housing

A market geared towards building apartment blocks for the portfolios of investors who will never live in them cannot produce the kind of housing and neighbourhoods which residents need, much less at a price they can afford.

While London has been badly affected for some time, this trend is now spreading to other areas of the UK and Europe. Local and national governments must act to prevent global demand for housing as investments from driving prices beyond the reach of those who need real homes.

4. Build communities, not walls

Gates, bars, armed security and homeowner restrictions are all ugly traits of private housing developed within the US context of desperate inequality and racism. The UK has a long and vibrant tradition of community development, creating a supportive built environment and social infrastructure of schools, libraries and other municipal services for residents.

Community assets. Image: Helen K/Flickr/creative commons.

This kind of development, and the social mobility and growing equality it fosters, safeguards public health and safety – not big walls, barbed wire and security guards. The private rented sector in the UK should be regulated to bring it more in line with Europe, where tenants prosper with security of tenure and strong regulation of rents and rent increases.

5. Raise your voice

Those who are bearing the brunt of our current housing crisis must be at the centre of efforts to change it. From tenants’ associations and renters’ unions, to campaign groups such as Justice for Grenfell, it’s vital to support those voices advocating fairer housing rights.

This also means rejecting austerity’s constant cuts to public services, funding social support for physical and mental health and ensuring that homes are safe, decent and secure, to create a safety net for those who are working to improve their communities.

The Conversation

Andrea Gibbons, Researcher in Sustainable Housing and Urban Studies, University of Salford.

This article is republished from The Conversation under a Creative Commons license. Read the original article.