Linking contrasting ideas

Knowledge of the basics of English grammar will help you to communicate clearly and confidently. Here, we review how to link contrasting ideas.

When discussing market research and marketing activities, it’s important to be able to clearly link contrasting ideas and situations, especially when the differences between them are surprising or unexpected. We can do this by using a number of different structures and phrases.

1. “Although”, “though” and “even though”

We use these conjunctions to contrast ideas or situations. When we start a sentence with them, we make the statement in the main clause that follows sound more interesting, surprising or unexpected. Even though is often used for more extreme contrasts, and

though is a more informal variant of although:

Although the new system helps, managing the online campaigns is complicated.

Though it will be difficult in the time frame, we can create an excellent campaign. Even though we are both in the restaurant business, we have a completely different client base.

When used after the main clause, these conjunctions introduce a statement that makes the main clause seem less true or less likely: I feel we’ve improved the online experience, although we could make it even more interactive. They don’t want to use this influencer, even though they all like her blog.

We won’t launch the product now, though everything is ready to go!

2. “Although” + “still”

If you want to place more emphasis on the surprising nature of a contrast, add still to the main clause after a subordinate clause introduced by although. This shows that what you are saying in the main clause may be surprising or unexpected, but it is true:

Although we offer everything online, we still sell most of our products in supermarkets.

3. “Although” + “just the same”

For a more informal type of emphasis, add just the same to the end of the main clause. This phrase is often used when the statement starts with a negative message to emphasize something that is surprisingly positive:

Although we’ve had some bad online reviews, we’re getting an equal number of bookings just the same.

4. “Despite” and “in spite of”

We can also use the prepositions despite and in spite of to make a contrast. They are followed by a noun or noun phrase. They can both go either at the beginning or the end of the sentence:

Despite the cost, the print campaign seems the better option. It appears we attracted more users in the 50+ age group, in spite of our efforts to target millennials!

They can both be followed by the -ing form:

Despite signing up for the newsletters, people don’t open them. In spite of identifying a number of interesting touchpoints, we haven’t generated many good leads.

Finally, you can also use the phrase despite the fact that or in spite of the fact that followed by a clause: Despite the fact that there is a significant difference in cost, I think the print campaign is the best option.

We reached the 50+ age group, in spite of the fact that we were targeting millennials!