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.
The gist: Inclusive language is wording that welcomes people of every race, gender identity, ability, age, and background, so no one feels excluded or stereotyped by your marketing. Start by using gender-neutral terms, honoring how people describe themselves, leaving out identity details that aren’t relevant, and retiring words with harmful histories, like “lame” or “powwow.”
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. Communities of color accounted for 100% of net U.S. population growth over the decade spanning 2010 to 2020.. 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®.
Why Is Inclusive Language 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.
How Do You Use Inclusive Language in Marketing?
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, “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 my Inclusive Language Guide.
Honor person-first and identity-first language preferences
There are two main ways to talk about disability and identity, and each one reflects how a person sees themselves.
Person-first language places the person before the condition, like “person with a disability,” “person with epilepsy,” “person with diabetes,” or “person with an intellectual disability.” This approach emphasizes someone’s humanity before their diagnosis. Many self-advocates in the intellectual and developmental disability community prefer it.
Identity-first language places the identity first, like “Autistic person,” “Deaf person,” “blind person,” or “disabled person.” Many people prefer this approach because their disability is a meaningful part of who they are, shaping their community and how they experience the world. Identity-first language is widely preferred in many Autistic, Deaf, blind, and disability justice communities. (Capital-D “Deaf” often refers to Deaf culture and community.)
Brianne Leeson is a great example. She prefers to be called Autistic, as she explains in this episode, because she strongly identifies with being Autistic and feels most comfortable with identity-first language.
So which one should you use? Here’s how to decide:
- Ask, then follow their lead. When you’re writing about a specific person, ask how they’d like to be described and use their words.
- Mirror the language people use for themselves. Bios, testimonials, and interviews often show you someone’s preference without needing to ask.
- Look to community-led organizations. When writing about a group in general, check how organizations run by members of that community describe themselves, like the National Federation of the Blind.
- Stay open to updates. Preferences can shift over time, so keep listening and adjust as you learn.
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, in 2022, 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!
Watch/Listen & Subscribe
FAQs
Inclusive language is wording that welcomes everyone in your audience, regardless of race, gender identity, ability, age, or background. It avoids assumptions and stereotypes, so more people can see themselves in your brand and feel safe engaging with it.
Try “everyone” or “folks” in place of “guys,” “mail carrier” in place of “mailman,” and “member of Congress” in place of “congressman.” When you don’t know someone’s pronouns, “they/them” is a respectful default, and “partner” works beautifully in place of “husband” or “wife.” See a full guide to inclusive language in your marketing.
Preferences vary by community and by person. Many Deaf, autistic, and blind people prefer identity-first language, like “Autistic person,” while others prefer person-first language, like “person with a disability.” The most respectful approach is to follow community guidance and honor each individual’s preference. Hear an Autistic advocate share her perspective.
Common examples include “lame,” “crazy,” “insane,” “tone-deaf,” and “turn a blind eye.” Swapping them for more precise words, like “disappointing,” “wild,” or “overlooked,” often makes your writing clearer too.
Tokenizing happens when someone’s identity is highlighted without a relevant reason, often to make a brand appear inclusive. Mention details like race, disability, or gender only when they matter to the story, and focus on the person’s expertise and contributions. Learn how to amplify diverse voices with care.
Believe the person who points it out, acknowledge the mistake, and update your content. A short, sincere apology and a commitment to learning go a long way, and quick, genuine corrections often strengthen trust. Learn how to recover gracefully from a marketing misstep.
