1. Language isn’t just about inclusion. It’s about power.
Words can challenge or reinforce power dynamics. Use language that empowers underrepresented groups, acknowledges injustice and avoids perpetuating harmful hierarchies
2. Definitions are constantly evolving and changing. Keep on learning
Stay curious and informed as terms and language adapt over time. Regularly review updated style guides and actively engage with communities to ensure your language reflects current understanding.
3. Never assume; always check
Whether it’s someone’s pronouns, terminology for a group, or how to pronounce a name, take the time to ask or research. Being accurate shows respect and avoids harm.
4. Be specific, even if it means less catchy copy and more words
Clarity matters more than brevity. Avoid vague or general terms, and be precise about who or what you’re referring to, even if it requires extra explanation.
5. Avoid stereotypes, avoid slang and avoid idioms
Stereotypes simplify and misrepresent, while slang and idioms may exclude non-native speakers or those unfamiliar with cultural references. Stick to neutral, inclusive language that can resonate universally.
6. Forgive yourself, but try to avoid making mistakes again
Mistakes are inevitable but treat them as learning opportunities. Acknowledge, apologise and take steps to ensure they’re not repeated.
7. Create space for corrections and conversations
Invite feedback and be open to it. Make it clear that corrections are welcome, whether through direct conversations, public acknowledgements, or updates to written materials.
8. Consider cultural and contextual nuances
Words or phrases can have different meanings across cultures or communities. Think about your audience and adjust language accordingly to ensure it resonates appropriately.
9. Representation matters – make it intentional
Use language that ensures all identities and experiences are visible and valued. Consider whose stories are being told and who is being left out.
10. Avoid euphemisms that obscure meaning
Be direct about issues such as racism, sexism, or ableism. Euphemisms can downplay their seriousness and dilute the message.
11. Check your tone for respect and empathy
Ensure your language is compassionate and respectful, especially when discussing sensitive or personal topics. Avoid language that feels condescending or dismissive.