Have you ever been offended by the way something was worded in an ad, social media post, or website? Has anyone ever let you know that your words offended them?
Words you use in marketing matter.
Your choice of words has the power to exclude, welcome, offend, or lift up. The way you speak to people can be the most impactful of all. You have the choice to disrupt or support systems of oppression with your marketing language.
As someone running a business as a force for good, your marketing language is an essential consideration. Over the last 15 years, 92% of population growth in the United States came from communities of color. These underrepresented groups are looking to see themselves and their worldviews in your branding.
With this rapidly growing population, we’re seeing three out of four Gen Z consumers say they are willing to boycott businesses that discriminate against marginalized populations. It’s more important than ever to use inclusive language.
What is inclusive language?
Inclusive language in marketing means communicating with intention so as not to exclude, offend, or stereotype audience members based on race, gender identity, ability, age, or any other identity or characteristic. It means taking into consideration the correct language to use so your prospective client knows they’re included as part of your ideal client. And I’m not just talking about your marketing efforts. Using inclusive language starts on a personal level that can then translate into your professional side.
As you market your business, consider:
What message are you sending to your audience with the words you use?
Who is being included? Excluded? Offended?
Who might be harmed by your choice of marketing language?
These are important questions to ask as you plan marketing campaigns, post online, update your website, and practice Just Marketing®.
Consistent use of inclusive language is challenging.
First, let’s acknowledge that using inclusive language can be challenging. It will take effort.
What makes it challenging?
1 – Language is evolving.
Meanings of terms, phrases, and words change over time. Awareness is expanding. Marketing language that was acceptable a few years ago may no longer be. The parameters of inclusive language are evolving.
2 – Inclusive language exists on a spectrum.
While you are likely already avoiding derogatory terms, there are more subtly harmful words to examine. There may be meanings of common words or phrases that you are unaware of. Yet the impact of those terms is real.
3 – There are no official guidelines.
There is no single set of rules for inclusive language. In some cases, there are conflicting opinions within impacted communities about what language is inclusive (we will get to some examples of this later).
Your best guidelines come from listening to the people affected, understanding historical and cultural context, and expanding awareness. In other words, do your best, and remain open to updates.
4 – You will make mistakes.
The important thing is to continue learning and listening to your audience. Correct mistakes along the way.
We’re here to help you avoid unintentionally doing harm with a few simple guidelines for inclusive marketing language to get you started.
4 Guidelines for Inclusive Language
Joining the movement of other business owners implementing inclusive language is what will propel this initiative. Knowing the accepted backgrounds of words and phrases is just the first step. Here are four major guidelines to follow to make sure you’re on track to inclusive language.
- Use gender-neutral language.
Avoid using terms that assume gender. For example, “she/her,” “guys,” “mailman,” or “congressman.” Instead, use gender-neutral words, such as “they/them,” “mail carrier,” or “member of congress.”
You can find more examples in Stonewall’s Glossary of Terms.
- Use person-first language.
A person-first approach avoids equating people with their disabilities. Instead, it centers on their humanity. For example, instead of saying “a person is blind,” say “a person with blindness.”
It is important to note that there is a range of perspectives on this person-first approach. Members of some communities, such as the Deaf and autistic communities, prefer identity-first language.
Brianne Leeson is a great example. She prefers to be called Autistic (instead of a person with Autism), as she explains in this episode of Familypreneur. She strongly identifies with her diagnosis and feels greater comfort with identity-first language.
Which one is the right way?
I’ve adopted a philosophy of “do less harm” after a conversation with Amy Matos in this episode of Familypreneur. Based on my experience and knowledge, a person-first approach does less harm overall.
I have personally chosen to default to person-first language unless corrected. Of course, when it comes to individuals, I honor their preferences.
- Do not tokenize.
Never highlight a part of someone’s identity unless it is relevant. Disabilities and identities are often mentioned when these attributes have nothing to do with the story. This includes race, gender, age, religion, and any other identity. If it is not pertinent to the post, testimonial, ad, conversation, or blog, leave it out.
- Avoid problematic language.
Avoid words and phrases that are racist, ableist, homophobic, or otherwise support the oppression of people based on their identity. This may sound obvious, but there are common terms that are problematic.
Ableist language includes terms or references that treat people with disabilities as victims or reinforce discrimination. Examples include “lame,” “turn a blind eye,” or “crazy.”
Kim Clark, a diversity, equity, and inclusion communications consultant at RCG, offers examples of phrases to avoid around race and ethnicity, such as “powwow” and “peanut gallery.” Terms like “thug” and “ghetto” reinforce socioeconomic stereotypes.
What if I mess up?
As we mentioned earlier, you’ll make mistakes. I make mistakes. Even Lizzo makes mistakes.
Lizzo provided a great example recently of how to show leadership when you mess up. She used an ableist word in a song. When she found out, she acknowledged it, re-recorded the song, and made a public apology.
For more ideas on how to take ownership of mistakes and remedy them, see Episode 4 on what to do when you mess up.
Most importantly, if someone in a marginalized community tells you that words you’ve used are offensive, believe them.
Your words matter.
Before you post your next piece of content online, grab this free Just Marketing® checklist! And for more support on using inclusive language, subscribe to the blog, podcast, or YouTube channel, so you don’t miss the next Just Marketing® episode!
