Meg Brunson

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Inclusive Language Guide: Words to Avoid and What to Say Instead

The words we choose can either open doors or reinforce barriers — and as entrepreneurs, creators, and leaders, it's up to us to build spaces where everyone feels seen, respected, and valued. That’s where this Inclusive Language Guide comes in.

Title: ‘Inclusive Language Matters.’ Subtitle: ‘Small Shifts, Big Impact.’ Text: ‘Inclusive language helps people feel seen, respected, and valued.’ A purple button at the bottom says, ‘Swipe through for real-life examples and alternatives.’ Two speech bubbles with the letter ‘A’ and a Chinese character float to the right. Background is a gradient of purple and pink with abstract loops.

Inclusive language isn't about being “perfect” or walking on eggshells. It's about being intentional, compassionate, and aware of how language shapes the world around us. It's about challenging old systems that hurt people — and using words to build new, better ones.

In this Inclusive Language Guide, you'll find real-world examples of outdated and harmful terms, plus simple, thoughtful alternatives you can start using today. Whether you're writing content, hosting events, chatting with clients, or just updating your website, these small shifts can create a huge impact.

Bookmark this page — I'll keep updating it as language evolves (because growth is a forever thing around here). Plus, I'll link to additional resources if you want to dive deeper into creating truly inclusive, ethical, and accessible communications.

Ready to rethink the way we speak and connect? Let’s get into it!

Prioritize Gender-Inclusive Language

Title: ‘Prioritize Gender-Inclusive Language.’ Subtitle: ‘When in doubt, go gender-neutral.’ A table compares phrases: ‘Instead of saying’ includes terms like ‘Both genders’ and ‘Chairman,’ while ‘Consider Saying’ suggests alternatives like ‘All genders’ and ‘Chairperson/Chair.’ Background features a pink and purple gradient with soft abstract shapes.

For too long, everyday language has centered the gender binary — assuming everyone fits neatly into “male” or “female.” But gender is a spectrum, and using gender-inclusive language helps ensure that everyone, regardless of identity, feels acknowledged and respected.

It’s not just about being “politically correct” — it’s about creating welcoming environments where people don't have to wonder if they belong. Small changes in your greetings, job titles, and descriptions can make a big difference in making your community more inclusive.

Here are some common examples:

Instead of saying:Consider saying:Why it matters:
Both gendersAll gendersRecognizes that not everyone is male or female.
He or sheTheyInclusive of all gender identities.
Ladies and gentlemenEveryone / Distinguished guestsWelcomes all, without gendered expectations.
Guys (as a general greeting)Folks / Friends / Team / EveryoneAvoids male-centered language in mixed groups.
HousewifeStay-at-home parentAcknowledges the role without assuming gender.
ForemanSupervisor / Team LeadUpdates outdated, gendered job titles.
Fireman / PolicemanFirefighter / Police OfficerFocuses on the job, not the gender.
MankindHumankind / HumanityCenters all people, not just men.
ChairmanChairperson / ChairGender-neutral leadership language.
ManpowerWorkforce / TeamInclusive of everyone’s contributions.

Ditch Outdated and Offensive Terms

Title: ‘Ditch Outdated & Offensive Terms.’ Subtitle: ‘Language evolves — let’s evolve with it.’ A table contrasts language: ‘Instead of saying’ includes terms like ‘Transsexual’ and ‘Ghetto,’ while ‘Consider Saying’ offers alternatives like ‘Transgender’ and ‘Under-resourced/low-income neighborhood.’ Background is a pink and purple gradient with soft curves.

Language evolves — and that's a good thing. Some words that were once commonly used are now recognized as harmful because they carry histories of stigma, violence, or dehumanization. Updating our language isn’t about policing speech; it’s about showing respect, care, and awareness toward the people we're speaking to and about.

By swapping out outdated terms for more current, affirming alternatives, we send a powerful message: You are seen. You are respected. You belong here.

Here are some common swaps to consider:

Instead of saying:Consider saying:Why it matters:
TranssexualTransgender“Transsexual” is outdated and often pathologizing.
Preferred pronounsPersonal pronouns / PronounsPronouns aren't a preference — they're part of someone's identity.
ElderlyOlder adult / Senior“Elderly” can sound dismissive or patronizing.
Sexual preferenceSexual orientationOrientation is inherent, not a preference.
HandicappedDisabled“Handicapped” is outdated and can feel dehumanizing.
Victim (of trauma or condition)Survivor / Person impacted by [trauma/condition]Centers resilience and agency rather than helplessness.
HermaphroditeIntersex“Hermaphrodite” is outdated, inaccurate, and offensive.
Mentally retardedPerson with an intellectual disabilityReplaces a slur with respectful, people-first language.
Wheelchair-boundWheelchair user / Person who uses a wheelchairHighlights mobility and autonomy, not limitation.
Committed suicideDied by suicide / Lost to suicideReduces stigma by avoiding language of criminality or blame.
Grandfathered / Grandfather clause / GrandfatheringLegacy / Legacy Plan / Existing agreement“Grandfather” references post-slavery laws used to exclude Black Americans from voting.
Master bedroomPrimary bedroom“Master” evokes histories of enslavement and hierarchy.
Blacklist / WhitelistBlocklist / Allowlist / Denylist / SafelistReinforces harmful associations of “black” as bad and “white” as good — racialized coding.

Avoid Assumptive Language

Title: ‘Avoid Assumptive Language.’ Subtitle: ‘Assumptions can exclude - inclusive language invites everyone in.’ A table compares phrases: ‘Instead of saying’ includes terms like ‘Mother/father’ and ‘Boyfriend/girlfriend,’ while ‘Consider Saying’ suggests alternatives like ‘Parent/caregiver’ and ‘Partner/significant other.’ Background features a soft pink and purple gradient with curved accents.

A lot of everyday language quietly makes assumptions about people’s identities, families, abilities, and experiences — often without us even realizing it. When we default to words that assume gender, relationship status, neurotypicality, or family structure, we risk excluding or alienating people whose lives look different from the “default” narratives society has normalized.

Choosing open, non-assumptive language invites more people into our spaces and conversations. It tells your community: You don’t have to fit into a box to belong here.

Here are some examples of assumptions we can rethink:

Instead of saying:Consider saying:Why it matters:
Husband / WifeSpouse / PartnerAvoids assuming gender or marital status.
Mom / DadParent / CaregiverIncludes diverse family structures.
Boys and girlsChildren / Kids / Friends / StudentsWelcomes gender-diverse children.
Son / DaughterChild / Young personSupports non-binary and gender-expansive families.
Boyfriend / GirlfriendPartner / Significant otherInclusive of LGBTQIA+ relationships.
Expecting momsExpecting parents / People who are pregnantNot all pregnant people identify as women.
BreastfeedingChestfeeding / NursingRecognizes and respects gender-diverse parents.
You guys (as a greeting)Y'all / Folks / Team / FriendsMoves away from male-centered defaults.
Real name (on forms)Legal name / Name on IDRespects chosen names, especially for trans and non-binary people.
Preferred pronounsPersonal pronouns / PronounsReflects that pronouns are part of identity, not a preference.

Rethink Ableist Language

Title: ‘Rethink Ableist Language.’ Subtitle: ‘Words shape perceptions - let’s reduce stigma, not reinforce it.’ A table shows alternatives: ‘Instead of saying’ includes terms like ‘Differently-abled’ and ‘Crazy/insane,’ while ‘Consider Saying’ suggests words like ‘Disabled’ and ‘Wild/intense/unusual.’ Background features a soft purple and pink gradient with curved shapes.

Ableism — discrimination or prejudice against disabled people — shows up in language more often than most of us realize. Words and phrases that frame disability as something negative, pitiful, or broken can be deeply harmful, even when they're used casually or with no bad intent.

By choosing words that honor disability as part of human diversity (instead of something to be “fixed” or “pitied”), we help create a world that's more accessible, respectful, and affirming for everyone. Inclusive language matters not just in disability spaces, but everywhere we show up and communicate.

Here are some examples of ableist terms to rethink:

Instead of saying:Consider saying:Why it matters:
Differently abled / Handi-capableDisabledEuphemisms can feel minimizing — many people proudly identify as disabled.
Crazy / Insane / NutsWild / Intense / Unusual / ImpressiveCasual use of mental health terms stigmatizes real conditions.
LameBoring / Disappointing / Underwhelming“Lame” is ableist and devalues disabled experiences.
Turn a blind eyeIgnore / OverlookAbleist phrase that uses disability as a metaphor for ignorance.
Tone deafInsensitive / Out of touchReduces a sensory condition to a judgment about empathy.
Addict / AlcoholicPerson with a substance use disorder / Person living with alcoholismCenters humanity, not the condition.
Suffering from [condition]Living with [condition]Focuses on agency rather than victimhood.
High-functioning / Low-functioningPerson with support needs / Person who needs minimal supportAvoids ranking or minimizing disabled experiences.
Invalid (referring to disability)Person with a disability“Invalid” implies a person lacks value — deeply harmful framing.
MuteNon-speaking person / Person who uses AACRespectful, accurate descriptions without stigma.
PsychoIntense / Unpredictable / ErraticReduces stigma by avoiding casual use of mental health diagnoses as insults.
OCDDetail-oriented / Organized / MeticulousAvoids trivializing a serious mental health condition by using it casually.
SchizoUnpredictable / Inconsistent / Confusing / Intense“Schizo” is a slur that dehumanizes people living with schizophrenia.

Watch for Cultural Appropriation

Title: ‘Watch for Cultural Appropriation.’ Subtitle: ‘Some words hold sacred cultural meaning. If it’s not your culture, choose a more accurate alternative.’ A table lists phrases: ‘Instead of saying’ includes terms like ‘Powwow’ and ‘Guru,’ while ‘Consider Saying’ suggests alternatives like ‘Meeting’ and ‘Expert.’ Background is a soft gradient of pink and purple with abstract curves.

Culture is not a costume, a brand aesthetic, or a buzzword. When words, symbols, or traditions from marginalized cultures are borrowed without understanding or respect — especially for profit or trendiness — it’s cultural appropriation.

Using culturally significant language or practices without proper context can feel disrespectful, erase important histories, and reinforce harm against the very communities from which they came. Being mindful helps ensure we're appreciating cultures — not exploiting them.

Here are some commonly appropriated terms and respectful alternatives:

Instead of saying:Consider saying:Why it matters:
Spirit animalInspiration / Role model / Inner guide“Spirit animal” holds sacred meaning in many Indigenous cultures.
Tribe (e.g., my biz tribe)Community / Group / Circle“Tribe” has deep cultural and political significance for Indigenous peoples.
Powwow (for meetings)Gathering / Meeting / Check-inPowwows are ceremonial events, not casual business meetings.
Guru (in business marketing)Expert / Specialist / Mentor“Guru” is a revered spiritual title in Hinduism and Sikhism.
Chief (e.g., marketing chief)Lead / Director / Head“Chief” is a leadership title with deep Indigenous roots.
Zen (as slang)Calm / Minimalist / PeacefulZen is a sacred Buddhist tradition, not just a vibe.
Ninja (e.g., marketing ninja)Pro / Strategist / ExpertUsing “ninja” casually erases cultural and historical meaning.
ShamanHealer / Energy worker (unless referring accurately to Indigenous traditions)“Shaman” is a specific spiritual role, not a general healer.
Namaste (casually)Hello / Thank you / I appreciate you“Namaste” is a sacred greeting — not just a trendy sign-off.
Samurai (as metaphor)Loyal / Protector / DedicatedAvoid reducing historical identities into casual metaphors.

Question Normative Language

Title: ‘Question Normative Language.’ Subtitle encourages centering people, not circumstances. A table compares phrases: ‘Instead of saying’ includes terms like ‘Minority’ and ‘Homeless person,’ while ‘Consider Saying’ suggests ‘Underrepresented group’ and ‘Person experiencing homelessness.’ Background features a soft purple and pink gradient with abstract curves.

Normative language reflects and reinforces dominant cultural norms — often unintentionally positioning anything outside those norms as “less than” or “abnormal.” This can quietly uphold systems of oppression, create feelings of exclusion, and perpetuate harmful stereotypes.

By choosing words that recognize diversity as natural and valuable, we can challenge these harmful defaults and build more affirming, inclusive spaces.

Here are some common examples of normative language to rethink:

Instead of saying:Consider saying:Why it matters:
MinorityUnderrepresented group / Marginalized“Minority” reinforces the idea of being less than or “othered” and centers whiteness or dominant groups as the norm.
Normal (when referring to abilities)Non-disabled / Neurotypical“Normal” implies that disabled or neurodivergent people are abnormal, reinforcing harmful stereotypes.
Homeless personUnhoused person / Person experiencing homelessnessCenters the person, not their housing status — language that reduces stigma.
Poor peoplePeople experiencing poverty / People with low income / Economically marginalized communities / People facing financial hardshipAvoids defining people by economic status and focuses on systemic issues, not personal failure.
Low ClassLacking resources / Economically marginalized / From under-resourced communities“Low class” is dehumanizing and rooted in elitism and classism.
Third-World (country or people)Developing countries / Low- and middle-income countries (LMICs) / Under-resourced regions“Third-world” is outdated, colonial, and inaccurately frames countries as inferior.

Be Trauma-Informed

Title: ‘Be Trauma-Informed.’ Subtitle: ‘Intent matters - and so does impact. Avoid violent language and phrases with racist or exclusionary histories.’ A table contrasts language: ‘Instead of saying’ includes terms like ‘Grandfathered’ and ‘Master bedroom,’ while ‘Consider Saying’ suggests alternatives like ‘Legacy’ and ‘Primary bedroom.’

When we communicate, we don't always know what someone’s been through — and language that feels harmless to one person might be activating or retraumatizing to someone else. A trauma-informed approach to language centers choice, agency, and emotional safety.

It's not about walking on eggshells — it’s about leading with compassion and creating spaces where people can engage without feeling forced, shamed, or re-exposed to harm. Using trauma-informed language helps us build more supportive, human-centered communities.

Here are some common trauma-insensitive phrases and what you can say instead:

Instead of saying:Consider saying:Why it matters:
Triggered / Triggering (casually)Activated / Upset / Intense reactionKeeps clinical terms respectful and avoids minimizing trauma.
Safe space (if not fully safe)Brave space / Supportive environmentAcknowledges that safety is co-created and not guaranteed.
Suffering from traumaLiving with trauma / Trauma survivorCenters agency and resilience instead of helplessness.
Let’s dive deepLet’s explore this / We'll go at your pace“Diving” language can feel forceful or overwhelming.
Push past your fearWork with the fear / Move gently through fearRespects pacing and emotional autonomy.
This will transform your lifeThis might support you / You may find this helpfulAvoids unrealistic or high-pressure promises.
No excuses / Show up no matter whatHonor your capacity / You’re welcome as you areReduces shame and acknowledges differing energy levels.
You’re broken and need fixingYou are whole / Let’s build on your strengthsAffirms worthiness rather than framing people as broken.
Committed suicideDied by suicide / Lost to suicideReduces stigma by moving away from criminalized language.
HystericalUpset / Distressed / Activated“Hysterical” is rooted in sexist, pathologizing language.
Killing Two Birds with One Stone
Feeding two birds with one scone
Avoids violent imagery and promotes more gentle, life-affirming metaphors.
Take a Shot in the DarkMake a guess, take a chance, take a leap, explore the unknownRemoves references to guns and shooting, reducing violent metaphors.
Beat a Dead Horse
Repeating the same point, dwelling on it, going in circlesAvoids disturbing, violent imagery and focuses on the behavior, not harm.

Inclusive Language Guide: Next Steps

Title: ‘Words Have Power.’ Text: ‘Let’s use them to build a more inclusive, respectful, and accessible world one marketing campaign at a time.’ Icons with text encourage readers to ‘Save this post for reference’ and ‘Share it with your team.’ A button at the bottom reads, ‘Learn more about Just Marketing: MegBrunson.com.’ Background features a pink and purple gradient with abstract loops.

Language isn’t fixed — it grows, it shifts, and it adapts as we learn and unlearn. And that’s a good thing. Choosing inclusive, trauma-informed, and respectful language isn’t about being perfect; it’s about being present, mindful, and willing to do better when we know better.

Small changes in our everyday words can have a powerful ripple effect — building trust, deepening connections, and creating spaces where more people feel welcome, valued, and safe.

This Inclusive Language Guide is just the beginning. I'll be updating it regularly as language continues to evolve and as I learn from the communities leading the way.

Bookmark this page so you can come back anytime you want to check your language or refresh your approach.

And if you're ready to dive deeper, check out these resources on inclusive marketing and communication for even more ways to level up your impact:

  • Your Words Matter — Just Marketing® Inclusive Language 101
  • Marketing Representation Matters: How to Get It Right
  • Inclusive Messaging: Marketing To A Diverse Audience & What To Do When You Mess Up

Together, we can make our words — and our work — part of the movement for justice, equity, and accessibility! 💕

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Categories: All Categories, Content Marketing, Just Marketing®

Tags: Accessible Marketing, Blogging Strategy, Core Content, Email Marketing, Ethical Marketing, Inclusive Marketing, Promotional Content, Social Media Strategy, Values-Aligned Promotions

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About Meg Brunson

Online marketing authority and former Facebook employee Meg Brunson combines their mission to build a more accessible and inclusive world, with their expertise in the digital marketing space.

Meg is on a mission to disrupt the status quo of marketing so that financial success is the byproduct of a genuine commitment to justice, rather than an end goal in itself.

Through Meg’s signature approach, Just Marketing®, businesses are implementing ethical, inclusive, and accessible marketing campaigns that make a positive impact on society and their bottom line, creating a virtuous cycle where profitability and responsible practices reinforce each other.

Meg is a professional speaker, children’s book author, host of the Just Marketing® podcasts, CMO of BetterCEO.app and CEO of Just Marketing®.

Follow me on Instagram @theMegBrunson
If you missed last week’s post - no shame. If yo If you missed last week’s post - no shame.
If you didn’t track your metrics this month - that’s OK.
If you’re pivoting because something didn’t work - that’s growth, not failure.

Consistency is...
- Giving yourself grace.
- Coming back, even after breaks.
- Staying aligned with your values, even if progress feels slow.

This is your reminder:
Perfection is a trap.
Consistency is what creates momentum.

Your marketing doesn’t need to be flawless.
It just needs to be authentically you, showing up when you can.

If you needed to hear this today, check out the blog for zero-shame marketing strategies: MegBrunson.com/marketing-data 

Drop your favorite gif if you’re embracing progress over perfection this season…!

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You’ve got numbers. Cool. But what do they mean? You’ve got numbers. Cool.
But what do they mean? 
And how do you use them without spiraling into overthinking or analysis paralysis?

Here’s your ADHD- and entrepreneur-friendly roadmap:

Step 1: Analyze without obsessing
Ask simple questions:
 - What’s working?
 - What’s not?
 - What’s worth tweaking?
(Not everything requires a deep dive - look for patterns, not perfection.)

Step 2: Experiment and adjust
- A/B test little things (subject lines, CTAs, posting times)
- Make small, iterative changes
- Avoid "burn it all down" energy… steady wins here

Step 3: Celebrate progress, even the tiny wins
- 5 more clicks than last month? That counts.
- Someone replied to your email? That matters.
- Learned what doesn’t work? That’s insight.

Your marketing journey is NOT a pass/fail test.
It’s a cycle of learning, adjusting, and growing.

When in doubt, zoom out.
Look at trends over time.
Progress always tells a bigger story than one random metric.

Ready to start analyzing with confidence (and without overwhelm)?
I’ve got ADHD-friendly strategies for you at: MegBrunson.com/marketing-data 

And tell me: how do you celebrate your marketing wins? 🎉

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You don’t need to monitor all the numbers. You n You don’t need to monitor all the numbers. You need the right numbers - the ones that show whether your marketing efforts are actually working.

Here’s your permission slip to simplify:

1. Social Media:
Focus on engagement rates (likes, comments, shares, saves) and forget follower counts - they don’t tell the full story

2. Email Marketing:
Watch open rates + click-through rates. This shows who’s really connecting with your emails

3. Website:
Check traffic sources + conversion rates… Where are people coming from, and what actions are they taking?

Remember: Simple > Complicated

When you zoom in on the metrics that matter, you save time, reduce overwhelm, and make smarter marketing decisions aligned with your values.

Learn exactly how to track your marketing without stress: MegBrunson.com/marketing-data 

What’s one metric you always check first? 
I’d love to know - share below!

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For mission-driven entrepreneurs, tracking marketi For mission-driven entrepreneurs, tracking marketing data often feels like yet another overwhelming task on your endless to-do list.

But here’s the thing, tracking your marketing success doesn’t have to send you into a spiral. It can actually become one of the most empowering parts of your business.

Because when you understand what's working (and what’s just noise)...

…You make smarter, values-aligned decisions.
…You stop chasing vanity metrics that don’t matter.
…You save precious time and energy.

It’s not about tracking everything or aiming for perfection. It’s about finding clarity and creating marketing strategies that actually support your goals - without burning out.

I’m breaking it all down:
1. The key marketing metrics to focus on (ditch the rest!)
2. How to make tracking ADHD-friendly and stress-free
3. Simple systems to help you stay consistent without feeling chained to your dashboard
4. How to analyze your data with a growth mindset - and make confident adjustments

Progress, not perfection, is the goal here.

Check out the blog to make tracking work for you (not against you): MegBrunson.com/marketing-data 

What's one metric you actually enjoy checking? 
Drop it in the comments… I’m curious!

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You’ve heard it everywhere: “Grow your follow You’ve heard it everywhere:
 “Grow your followers.”
 “Get more likes.”
 “Chase that viral moment.”

But here’s the truth: Vanity metrics won’t build the kind of brand that changes lives.

What will?
— Prioritizing accessibility so everyone feels welcome
— Centering inclusivity so diverse voices are heard
— Building genuine relationships that stand the test of time

When you align your marketing with your mission, magic happens:
— You attract the right people (values-aligned, ready to connect)
— You show up consistently without burning out
— You create ripple effects far beyond the algorithm

Ready to ditch vanity metrics and focus on values-driven growth: MegBrunson.com/social-media-marketing-success

What’s ONE value you want your marketing to reflect this year? Let’s name it + claim it.

ID: A pink and purple gradient background featuring a dartboard with arrows, a purple briefcase, stacks of coins, and growth icons. Text reads: ‘Shift your focus from vanity metrics to values-driven goals. It's not just good for your brand - it's good for the world.’ The Just Marketing logo appears at the bottom.

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How do your values show up in your business? Anyo How do your values show up in your business?

Anyone can slap their values on an "About" page and call it a day.

But if your business is truly values-led, those beliefs show up in your: 

— Client onboarding process
— Pricing and payment options
— Marketing language
— Team communication
— Accessibility choices
— Boundaries and business hours
— Collaborations and brand partnerships

The question isn’t just what you believe…
It’s how you bring those beliefs to life in your everyday biz decisions.

I’d love to know: What are your core values, and where do they show up the strongest in your business?

(Mine sometimes show up on my t-shirts! 😉)

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Feeling stuck on what to actually measure when you Feeling stuck on what to actually measure when you stop chasing vanity metrics?

Here’s your cheat sheet for measuring inclusivity + accessibility instead:

Inclusive Metrics:
1. Engagement Diversity: Who’s showing up? Are underrepresented voices in the mix?
2. Feedback on Inclusivity: Are folks telling you they feel seen + included?
3. Representation Analysis: Does your content library reflect the world around you?

Accessibility Metrics
1. Adoption of Accessibility Features: Alt text, captions, readable text… are you using them consistently?
2. Audience Retention: Are folks sticking around? Accessibility supports sustained attention.
3. Positive Feedback: Are people noticing + appreciating your accessibility efforts?

These are the metrics that actually matter when you’re building a brand rooted in justice, inclusion, and ethical marketing.

Remember: Numbers tell part of the story - but people’s experiences tell the whole truth.

Dive into the full blog to learn how to track, improve, and celebrate these metrics: MegBrunson.com/social-media-marketing-success

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What if we measured success in social media by how What if we measured success in social media by how welcomed and included our audience feels - instead of chasing empty stats?

Imagine this...
— Content that resonates deeply (not just scrolls by)
— Communities built on belonging (not just numbers)
— Metrics that reflect your mission, not just your marketing

This is what happens when you shift toward measuring inclusivity and accessibility.

Are diverse voices engaging with your content?
Are folks telling you they feel represented + valued?
Are you removing barriers with captions, alt text, and design choices?

These are the new success signals for mission-driven brands.

Not flashy. Not always trending.
But absolutely transformational!

If you’ve ever wondered “How do I know if my content is truly inclusive + accessible?” - this blog breaks it all down with simple, actionable metrics and ideas: MegBrunson.com/social-media-marketing-success 

When was the last time you felt truly seen by a brand online?
Let’s reflect — share your thoughts below.

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If you’ve ever found yourself gripping the wheel If you’ve ever found yourself gripping the wheel a little tighter behind a logging truck, you’re not alone!

And last week, Final Destination recreated that iconic death scene to promote the new movie - a marketing move that’s part throwback, part genius, and all about going viral: trucks loaded with giant logs, advertising the new Final Destination movie.

These trucks are rolling IRL jump scares… and thanks to cell phones and social media, they’re now everywhere online.

This is a brilliantly layered strategy that we can totally learn from:

— Nostalgia is powerful. What part of your brand story or industry might spark a “Remember when?” moment for your audience?

— Offline can boost online. Even in the digital age, showing up in the physical world can spark real buzz — especially when it's camera-worthy.

— Make it easy (and irresistible) to share. Whether it’s a visual, a vibe, or a story — the more “OMG I have to post this” it is, the better.

— Creativity > cash. You don’t need a horror movie budget... The emotional hook and clever execution are what make this campaign legendary.

We don’t need to shock and scare our audience like Final Destination - but we can tap into what they already feel, remember, and want to share.

I gotta know: Have you seen one of these trucks in the wild? 

I haven't yet - and really hope I do!

Every time we pass a log truck, I look in my rearview to see if it's a promo - but living in the PNW they're always just log trucks - LOL. 

ID: Composite image of three trucks hauling large logs and rear advertisements for the movie Final Destination: Bloodlines, mimicking a famous scene from the franchise. A sticker with a cartoon lightbulb and the word “brilliant!” overlays the image.

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"Likes are up - so everything’s great, right?" "Likes are up - so everything’s great, right?"
 ...Not necessarily.

Vanity metrics aren’t telling you the whole story.

In fact, here’s why traditional social media metrics (aka vanity metrics) can lead you down the wrong path:

1. Quantity ≠ Quality
 Lots of likes don’t mean your audience actually cares or will take action.

2. They Don’t Reflect Your Values
 You can grow fast — but does your content reflect inclusivity and accessibility, or are you sidelining your mission to fit in?

3. They Encourage Performative Content
 Chasing viral trends can water down your brand and alienate the communities you want to serve.

4. They Fuel Burnout
 The pressure to "always post more" is draining, especially for neurodiverse entrepreneurs and small business owners balancing everything.

It’s time to shift.

Ready to rethink how you define success?
Visit: MegBrunson.com/social-media-marketing-success 

I want to know: What is the number one metric you are currently prioritizing in your social media marketing? 

ID: Infographic titled ‘The Problem with Traditional Vanity Metrics’ with four points: ‘They Prioritize Quantity Over Quality, They Don't Reflect Your Values, They Encourage Performative Content, and They Contribute to Burnout.’ The "Just Marketing" logo appears at the bottom. Background features a soft purple gradient with abstract chart and graph illustrations.

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Are you feeling stuck between marketing that feels Are you feeling stuck between marketing that feels good and marketing that actually works?

The old rules of social media reward whatever’s loudest and fastest. 

But if you’re here, you probably care about something deeper:
— Ethical content that respects your audience
— Inclusive messaging that makes everyone feel welcome
— Accessible design so no one’s left out

That’s why I lean on the Just Marketing® Strategy Foundations — because when your content aligns with your values, success becomes sustainable (and so much more fulfilling).

Here’s the quick overview of the framework I use:

Ethical Marketing
— Be transparent
— Avoid performative actions
— Amplify voices that need to be heard

Inclusive Marketing
— Use inclusive language
— Engage your community
— Audit your representation

Accessible Marketing
— Add alt text to images
— Caption your videos
— Make your designs easy to read and understand

REMEMBER: Start small and scale up. You don’t have to overhaul everything today to start showing up better tomorrow.

If you’re ready to rethink your approach and center ethics, inclusivity, and accessibility.. Diver deeper with me at:  MegBrunson.com/social-media-marketing-success 

Drop your fav gif if this is the kind of marketing you want more of in the world!

ID: Infographic titled ‘Just Marketing® Strategy Foundations’ with three pillars: 1) Ethical - Be transparent, avoid performative actions, amplify others; 2) Inclusive - Use inclusive language, engage your audience, audit representation; 3) Accessible - Use alt text for images, include captions on videos, choose easy-to-read text. ‘Remember: Start Small and Scale Up’ is noted at the bottom.

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We’ve all been there: hustling for likes, chasin We’ve all been there: hustling for likes, chasing follower counts, and watching the numbers climb (or stall) on our dashboards.
 
It feels like progress… but is it really?

When "going viral" becomes the goal, we risk losing sight of what actually matters - creating content that reflects our values, fosters genuine connections, and makes space for everyone in our communities.

For mission-driven entrepreneurs (especially those of us navigating business while neurodiverse), social media shouldn’t feel like a popularity contest. It should feel like a conversation.

That’s why it’s time to shift the focus from vanity metrics to value alignment. When we do, we:

 — Prioritize people over numbers
 — Create accessible, inclusive content
 — Build authentic relationships rooted in trust

Viral posts come and go. But meaningful impact? That’s what lasts.

Curious how to start redefining your version of success on social? 

I break it all down - from why vanity metrics fall short to what you can track instead for ethical, inclusive growth - at MegBrunson.com/social-media-marketing-success 

How do you define success on social media right now? 
Is it likes and follows… or something deeper? 
Share below: let’s spark a values-driven convo.

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