Inclusive writing: when words speak as loudly as actions

In pulling together the report, something interesting leaped at us. Despite the increasing disclosure around D&I, many companies appear to be talking about the issues without feeling sure on the specifics of how they should do it – the content they showcase, the language they use and the tone they strike in both their reporting and corporate communications more generally.

This perhaps isn’t surprising: it’s a nascent and ever-evolving space. But in a world where consumers are showing a preference for inclusive brands and employees are increasingly choosing employers based on their D&I credentials, getting this right is set to have a real impact on corporate reputation.

Inclusive writing

So how can organizations better communicate inclusivity through the words they use? Inclusive writing is the practice of using language that purposefully and proactively reflects an openness to difference, which in turn implies the creation of safe, neutral spaces for everyone to feel welcome. It avoids the use of expressions or words that could be considered exclusionary to anyone regardless of gender, disability, or ethnic background. Inclusive language doesn’t:

• Establish one group of individuals as the norm, for example by calling everyone who isn’t white ‘non-white’
• Use words or terms that imply disabilities when they’re not relevant, such ‘turn a blind eye’ when meaning ‘ignore’
• Refer to control systems or communications with historically-charged language, such as using ‘master/slave’ when there are neutral options available such as ‘primary/secondary’

Hiring and talent

The use of inclusive language may seem frivolous or even ‘woke’ to some, but it has tangible impacts on organizations and their people - words have a direct, if subconscious, impact on who is likely to apply for roles you are listing, for example. The words you choose could inadvertently reduce or restrict the pool of candidates from which you can choose.

Masculine-coded language in job descriptions (such as using words like ‘competitive’, ‘driven’ or ‘dominant’) has been proven to have a direct negative impact on the likelihood of female applicants applying for a role. Such words can also affect broader perceptions of a business and set the tone for how a prospective employee decides if an employer is the right cultural fit. Do the words you use help your business? Do they enhance equality?

Inclusive Writing is also hugely important internally as inclusion is closely linked with engagement. Language shapes our sense of self and impacts our emotional wellbeing directly. Employees that feel included are more engaged and, according to recent studies, more productive.

Getting it right

While there are clear benefits to getting it right, the converse is also true: getting it wrong can be damaging. Neuroscientific research has shown that ‘social’ pain resulting from exclusion or rejection activates the same neural networks in our brain as physical pain. According to BetterUp, even a single incidence of micro-exclusion can create an immediate 25% decline in an individual’s performance.

Unfortunately, this isn’t an exercise that organizations will be able to get right ‘once and for all’. Society is constantly evolving, and our language evolves with us. Organizations will have to continually review and adapt the words they use. So, the biggest lesson is this: rather than focus on developing a set of rules, hone a listening culture that focuses on developing a sense of organizational empathy and awareness. Changing the words you use should become just one part of normal comms life.

Looking for help navigating the world of inclusive writing? Get in touch with us and visit our 'Driving D&I' hub for more practical tips on how to keep your comms inclusive.