Earth First! had used rhetoric to teach people who have joined their cause that Earth First! is not just some other activist group. On of the group's main spokesmen Dave Foreman helped establish this ideal in those who joined the cause. He describes Earth First! as a "Warrior Society". Even describing at a gathering event in 1987 "if you aren't a warrior, then I suggest you find another group" "earth first activists are not a debating society"  The people apart of this society are "men and women who are planting their spears in the ground and who are taking a stand." Foreman held the spokesperson position for ten years.

Earth First! creates a moral code by keeping an ecocentric value and focus on deep ecology values. They focus on keeping the earth safe above all else, and therefore mentally justifying their actions as long as it benefits Mother Earth. The moral compass that is built helps stop a feeling of guilt when it comes to actions such as Monkeywrenching or ecotage.

Earth First! Vilifies any other groups or individuals that bring harm to the environment. A recent article published by Earth First! discusses Orca whales attacking and sinking rich individuals' Yachts. The article paints Orcas to be "Folk Heroes" against a capitalist system, creating a villainized profile of the rich. This article is not the first or the last time Earth First! has used or will use this tactic.