How to use language to foster stronger, happier, more productive relationships.

Words: Simeon de la Torre, SIM7.

The language that an organisation uses in its content, copywriting and comms influences not just how it is perceived, but how it makes audiences feel. It’s a complex, nuanced arena, but there are a handful of golden rules to remember around using brand language that’s appropriate and inclusive.

First up: what’s DEI?

Diversity, Equity, and Inclusion (DEI) aims to make everyone within an environment, regardless of race, ethnicity, religion, ability, gender or sexual orientation, feel supported and welcome.

Why is it better to use inclusive language?

According to Deloitte, companies that embrace inclusivity and inclusive language have 22% lower turnover rates, 22% greater productivity and 27% higher profitability. Externally, those companies have 39% higher customer satisfaction.

Rule #1 Avoid certain ways of identifying people

Only use race, gender, gender identity, ability, age, sexual orientation, etc. to identify people when strictly necessary, otherwise doing so can draw attention to something about someone’s characteristics that might make them feel different or excluded.

Rule #2 Use people-first language

People-first language prioritises the individual. This is an especially useful point to remember when talking about people who have disabilities.

For example, it’s better to say ‘a person with a disability’ than ‘a disabled person’. The former implies that the disability is a secondary characteristic rather than a defining one. But as mentioned in #1, it’s best to simply avoid mentioning disability unless relevant or strictly necessary.

There are a few exceptions to this point. The deaf community, for instance, generally prefers the term ‘deaf person’ to ‘person with deafness’. If in doubt, it’s best to ask.

Rule #3 Be wary of connotations

Terms such as ‘sexual preference’ or ‘preferred pronouns’ can be problematic. ‘Preference’ implies choice, and that can create a false impression. It’s best to err on the side of caution and use the terms ‘sexual orientation’ and ‘pronouns’ instead.

Rule #4 Avoid inappropriate references

Try to avoid using terms such as ‘bipolar,’ ‘OCD,’ ‘ADHD’ or ‘ASD’ as metaphors, especially in a jokey context. These are real disabilities and disorders. Using their names to refer to things they aren’t can offend people who have them.

Rule #5 Use gender-neutral language

Yes, you may often use language with a specific audience in mind, but pronouns are generally best avoided.

When making a hypothetical point – ‘if he or she went for a walk’, for example – the ‘he or she’ clause is unnecessary, and including it can make non-binary, gender non-conforming or genderqueer folks feel excluded.

When in doubt or when using a pronoun is necessary, ‘they’ is a good choice. It’s gender-neutral and can be used to refer to an individual or a group, so has all bases covered.

Rule #6 Avoid universal phrases

Jargon is often best avoided and it’s a good idea to think before using idioms – not all translate well across cultures.

Rule #7 Avoid using your group as the reference group

Using your group as the reference group can imply it’s the norm and that other groups fall outside that norm. Terms like ‘non-white’, for example, imply that white people are the norm and everyone else, a deviation.

It’s best to take care when saying…

Guys

This term is best avoided when speaking to or referencing a group that contains non-male members.

Good alternatives: ‘Folks’, ‘you all’, ‘everyone’, ‘team’.

Girls/ladies/gals

If she’s over 18, she’s an adult. And take care when saying ‘ladies’ and ‘gals’, these terms can be patronizing. Good alternatives: ‘Women’, ‘people’.

Handicap/handicapped

Today, ‘handicapped’ is considered impolite.

Similarly, when talking about people with disabilities, avoid using terms like ‘afflicted by,’ ‘victim of’, ‘suffers from’, and ‘confined to a wheelchair’. ‘Challenged’, ‘differently abled’, and ‘specially abled’ are best avoided too.

Good alternatives: ‘Disabled’, ‘person with a disability’.

You might also consider…

Mentioning pronouns

Including pronouns – he/him, she/her, they/them – in email signatures can help non-binary, transgender and other folk feel more included.

Trigger warnings

If you’re going to publish content  that has the potential to trigger people, it’s a good idea to add a trigger warning to that content. Forewarning people about potentially offensive content can help prevent causing offence.

Writing for web accessibility

People with certain disabilities can have difficulty navigating online content. We can all help ensure the content we create is accessible. See our designing for accessibility cheat sheet for useful tips.

Keeping up-to-date

Inclusive language best practice is constantly evolving. Periodic refreshers are a great way to stay up to date. Taking a moment to think about how the language you’re going to use is inclusive often goes a long way, too.

To learn more about creating an inclusive brand, visit https://sim7creative.co.uk/ or get in touch with Sim (he/him): [email protected]

About SIM7

We use language to empower design.