5 principles to improving your Design with inclusive language

Capitalizing on the rapid growth of cultural diversity in American cities, we communicate with people from different backgrounds and cultures, many of whom English is not their first language (like myself). Therefore, building products and services only for native or advanced English speakers are designed with only a limited audience segment.

Creating inclusive products and services means that you aim to meet different people’s diverse needs and motivations. It often requires challenging and stretching your thinking. One way to achieve this is by actively engaging and communicating with people from diverse backgrounds with different abilities, experiences, and backgrounds. This enables individuals and organizations to understand the unmet needs and provide your product or service from new perspectives―and ultimately enrich the ideas you develop and the service or product you create.

We know that the principles of inclusive design are essential. They’re even more critical when it comes to communication. We notice our communities struggling with the lack of inclusive language, especially in a more formal setting. Inclusive language generates opportunities for people of color, women, and disabled individuals to hire, promote and succeed. The principles range from holistic language that acknowledges the multiple voices and perspectives of people who speak differently to describe individual actions providing clear direction and evaluation markers whether they are individualized or structural. “Delivering through diversity” research by McKinsey & Company shows that diverse, more inclusive companies deliver more innovation, better financial results, and improved user experiences.

We believe that everyone deserves the opportunity to find the right product or service for them. In order to achieve this, we look at a variety of different perspectives. However, in this article, I’ll focus primarily on inclusive language.

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What is inclusive language?

Inclusive language is any communication that avoids bias, slang, or expressions that discriminate against individuals or groups of people based on race, ability, gender, or socioeconomic status. Inclusive language is not just a matter of avoiding offensive words; it allows you to resonate with more audiences by engaging in more inclusive ways.

Inclusive language opens doors and opportunities for everyone to understand one another better.

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Why does it matter?

Insensitivity and ignorance towards people and communities whose status is already tricky and stigmatized is another way of oppression. The mainstream culture can often affirm mainstream viewpoints by disqualifying and disfranchising other communities. Because being marginalized alone does not make it impossible to be ignorant or insensitive.

Inclusive language helps and amplifies the voices of the people, therefore, appealing to the marginalized and disfranchised. It gives a sense of belonging and builds trust in all groups.

Inclusive language is one of many strategies employed by businesses that support diversity and inclusion. Often included in diversity and inclusion strategy, language inclusion aims to create a welcoming atmosphere for people from all backgrounds.

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Inclusive communicator:

Actively uses verbal, written, visual, and non-verbal inclusive language principles.

People and talents are diverse, aware, and more vocal than ever. And they know words — and silence- matter.

Here are five principles on making your verbal and written communication more inclusive:

1. People First Language vs. Identity First Language
2. Universal Phrase Avoidance
3. Gender-Neutral Language
4. Non-Ableist Language
5. Socioeconomic Language

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People First Language

People-first language is used to communicate appropriately and respectfully with and about an individual with a disability. People-first language emphasizes the person first, not the disability. For example, when referring to a person with a disability, refer to the person first, by using phrases such as, “a person who …”, “a person with …” or, “person who has …” (Source: CDC – Communicating With and About People with Disabilities)

Use phrases that put people first and ensure parts of their identity are not used to harm or inadvertently disrespect them. i.e., “woman who is Arab.”

People First Examples: People living with disabilities, Person who is Arab, Children living with Autism

Here are general tips for using PFL.

• Emphasize abilities, not limitations, “Person who uses assistive hearing device.”
• Do not use language that suggests the lack of something, Person with a disability.
• Emphasize the need for accessibility, not the disability, Accessible apartment or facility
• Do not use offensive language, Person with an emotional or behavioral disability.
• Avoid language that implies negative stereotypes, Person without a disability “Please stop using “NORMAL or healthy person.”
• Do not portray people with disabilities as inspirational only because of their disability, Person who is successful. 

Identity First

Identify-first language contrasts with people-first language. With identity-first language, the disability is mentioned first. For example, “Down syndrome girl” or “autistic boy.” An example of people-first language is “a girl with Down syndrome” or “a boy with autism.” Generally speaking, people-first language is preferred, but in some cases – most notably in the Deaf community and among autistic people – identity-first language is preferred. (Source: Disability Language Style Guide)

As a rule of thumb, always ask for preferred terminology. When that is not possible, use people-first language.

Many people also embrace ‘identity-first language, which positions identity category upfront. This language is known as ‘identity-first because the identifying word comes first in the sentence and highlights the person’s embrace of their identity. i.e., “Arab woman.”

Identity First Examples: Disabled People, Arab Person, Autistic Children

Which one to use?

1. Assess when to use people first or identity first.
2. Ask someone how they prefer to be addressed.
3. Refer to the public AP Style Guide or your organization’s style guide
4. Research the identity you’re communicating to and how the community likes to be addressed

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Universal Phrases

Phrases used by a company or general culture don’t translate across communities globally. Ensure the language used is assessable for everyone, even those who may not be within the more significant industry. Phrases like idioms, industry jargon, onomatopoeias, and acronyms should be used minimum or explicitly.

In the U.S, in particular, GenZers are much more likely than those in older generations to say they know someone who prefers to go by gender-neutral pronouns, with 35% saying so. Compared with 25% of Millennials, 16% of Gen Xers of Boomers, and just 7% of Silents. This generational pattern is evident among both Democrats and Republicans.(source: What We Know About Gen Z So Far | Pew Research Center)

Gen Z is by far the most likely to say that when a form or online profile asks about a person’s gender, it should include options other than “man” and “woman.” About six in ten GenZers (59%) say forms or online profiles should consist of additional gender options, compared with half of Millennials, about four in ten GenXers and Boomers (40% and 37% respectively), and roughly a third of those in the Silent Generation (32%). (source: What We Know About Gen Z So Far | Pew Research Center)

Universal Design Principles: 

Universal design is the design of products and environments to be usable by all people, to the greatest extent possible, without the need for adaptation or specialized design. (Source: Ron Mace, 2008 – Center for Universal Design, College of Design, North Carolina State University) 

Universal Design Principles

1. Equitable Use
2. Flexibility in use
3. Simple and Intuitive use 
4. Perceptible Information 
5. Tolerance For Error 
6. Low physical effort 
7. Size and space for approach and use 

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Gender Neutral

Language or phrases that avoids biases towards a particular sex or social gender.

Ensure individuals across the gender spectrum feel included in the language that we use. For example, avoid references to a person’s gender except where it is relevant to the discussion — this usually involves using gender-neutral terms.

Avoid: Chairman, Manpower, “You guys”, ”he or she”, Mankind, Spokesman.

Use: Chairperson, Team, workforce, or bandwidth, Y’all, folks, team, They, People, Spokesperson

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Non-Ableist

Ableist language is typically associated with a marginalized group. Still, it is borrowed by another group and used in a discriminatory manner, and we don’t even realize the words we are saying impact. Ableism is defined as discrimination or social prejudice against people with disabilities based on the belief that typical abilities are superior.

Ableism often shows up as metaphors, jokes, or euphemisms. i.e., “He is differently-abled,” “You are so Slow.” or “I’m so OCD.”

Repeat after me: “Mental disorders are not adjectives.”  

Non-Ableist

Place a focus on the individual or person, and specifics of their disability where known. In addition, do not use words that describe disabilities as general or descriptive, for example. Avoid the term “special” when referring to people living with disabilities. They don’t have “special need,” they are not “special,” they don’t require “special handling.”

Avoid: 

• The disabled
• The handicapped /Crippled
• Our workload is insane
• You’re so crazy
• Blindspot
• Blind hiring
• You’re so Bipolar

Use:

• “Disabled people”, “people living with disabilities”,
• Refer to the person’s specific condition or use “person with a disability.”
• Workload is overwhelming
• You’re funny
• Unaware, peripheral spots, tunnel vision, gaps
• Inclusive hiring or anonymous hiring
• You’re Unreasonable

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Socioeconomic

Use language to maintain the power and agency of the person or community itself. Ensure language used is accessible for those across all socioeconomic and educational backgrounds.