Here we touch a subject that can become sensitive. Establishing a naming convention is not easily done, because it can interfere with the psychology of the designers.
Programmers and designers usually think of themselves as imaginative, creative people; UI design and data model are the areas in which they want to express those qualities. Since naming is writing, they want to put a personal stamp to the column and table names. This is why working as a team for data structure design necessitates a good dose of humility and achieves good results only if everyone is a good team player.
Also, when looking at the work of others in this area, there is a great temptation to improve the data elements names. Some discipline in the standardization has to be applied and all the team members have to collaborate.