Responsibility for Words: Inclusivity in Brand Communication

What is Inclusive Language and What Role Does It Play?

Inclusive communication is one of the many tools for social change, aimed at integrating marginalized individuals. It involves the conscious avoidance of any form of discrimination—whether based on gender, sexual orientation, marital status, age, ethnicity, or religion. In practice, this means avoiding words and phrases that imply someone is inferior, weaker, or less valuable because of any personal characteristic.

An example? In inclusive language, instead of using terms like „Mr.” or „Ms.” (which emphasize personal traits), direct forms of address, such as using „you,” are preferred. When adapting your brand’s language to be more inclusive, it’s essential to consider the diversity of the audience and create space for underrepresented groups, including people with disabilities, the deaf community, or ethnic minorities. Why is this important for marketers? When planning content and advertising activities, we target different audience segments. In caring for minority groups, we must consider diversity at the level of personal characteristics.

Why is this form of communication gaining importance?

Using inclusive language has numerous positive impacts. From the perspective of message reception, it raises awareness of exclusion and discrimination issues in communication. Exclusionary language can negatively affect people from minority groups, leading to feelings of misunderstanding, social isolation, or difficulty identifying with society. Inclusive communication, on the other hand, seeks to recognize human diversity and provide equal opportunities for everyone involved in the conversation.

Why Should You Start Using Inclusive Language in Your Brand’s Communication?

Incorporating words and phrases that do not imply discrimination shows that a company is ready to listen and understand the needs of customers and employees from various social groups.

Using inclusive language also improves a company’s prestige and increases its attractiveness in the eyes of consumers. Companies that actively engage in fighting discrimination and create inclusive environments often gain more support from online communities and social media users.

Through this strategy, a company can reach a broader audience and increase the loyalty of existing customers. Inclusive language carries more meanings with which a larger number of people can identify. By using it, you engage a wider audience and improve the effectiveness of communication.

According to the Deloitte Global Marketing Trends 2022 report, nearly two-thirds of customers prefer brands that recognize the issue of social inequality.

Inclusive Language in Practice – Examples

More and more companies and industries are adopting non-exclusionary language as a standard—it is becoming increasingly common in media, education, technology, NGOs, and public administration in many countries.

One example of a company that has embraced inclusive language is Ikea. In all of its catalogs and brochures, the Swedish company exclusively uses the informal „you” and offers advice in a way that is friendly and approachable to many social groups. Ikea is not only a practitioner but also an educator in inclusive language—regularly investing in campaigns aimed at supporting and changing communication toward socially excluded groups. One of the brand’s latest campaigns, #ChangingNarratives, responds to the frequent use of the term „illegal immigrants” in Polish media, highlighting the harmful labels refugees are exposed to. The campaign also addresses discriminatory language toward other marginalized groups.

Lego effectively uses inclusive language in its product descriptions by providing specific character names instead of referring to them as „boys” or „girls.” In addition, you won’t find suggestions that certain toys or sets are more suitable for boys or girls—neutral terms like „children,” „builders,” or „kids” are used instead. This way, the entire product range is aimed at all children, regardless of gender. This is part of a broader initiative the brand undertook after announcing in 2021 that it would eliminate gender biases in its toys. This decision was driven by research conducted by the Geena Davis Institute, which showed that many boys are interested in toys traditionally associated with girls but fear being mocked by others.

Accessibility is a key component of inclusive communication. Access to advertising materials, including audiovisual ones, should be available to everyone. For creators, this means designing content that is adapted to the needs of people with disabilities. For example, the Małopolska Cultural Center Cogiteon YouTube channel offers videos with audio descriptions for the visually impaired, as well as translations into Polish Sign Language and subtitles in Ukrainian.

Challenges of Using Inclusive Language

There are several challenges associated with using inclusive language. These include a lack of knowledge about new language forms, incorrect associations, improper use of terms leading to complications in interpretation, and a lack of understanding of cultural contexts. Introducing inclusive language into a company’s marketing strategy offers an opportunity to build a more positive image and strengthen relationships with customers, but it also presents challenges. Changing communication methods requires a thoughtful approach and the engagement of the entire team. It is a step toward creating an environment that embraces diversity and respects individuality. Be prepared for challenges related to employee adaptation and education—some may resist changes, and the process of transitioning to inclusive language takes time and effort.

Language as an Integral Part of Your Brand

Changing your brand’s communication to be more inclusive not only aligns with social trends but also reflects the values that are integral to your brand. Implementing inclusive communication is not just about changing a few words or phrases. The language used by your brand should reflect its genuine commitment to creating an environment based on equality, respect, and openness. It’s not just about political correctness, but about deep credibility and consistency in actions. These qualities help build trust, loyalty, and authenticity for your brand in the eyes of consumers.

For many brands, adopting inclusive language as part of their communication strategy means broadening their perspective to include human diversity and the complexity of the world. Your brand’s language must align with its values and be consistent with other initiatives and internal practices. This often requires a revolution not only in words but also in thinking and actions.

Key Takeaways

• Inclusive language is a form of communication that aims to integrate marginalized individuals by eliminating all forms of discrimination based on personal characteristics.
• Using inclusive language in your brand’s communication allows you to recognize the diversity of your audience and create space for underrepresented groups, which can improve relationships with customers and employees.
• The benefits of using inclusive language include improving the company’s image and increasing its attractiveness to a broader range of consumers.
• Inclusive language helps a company reach a wider customer base, increase loyalty among existing clients, and engage more audiences by identifying with various social groups.
• The transition to inclusive language requires time, employee education, and the engagement of the entire team, but it can positively impact the company’s image and relationships with customers.