Inclusive Language In Marketing
Inclusive language in marketing is no longer a "nice to have" element of a company's strategy, but a "must-have" component in today's business landscape. It is vital to ensure that all members of a company's target audience feel seen, heard, and valued in order to foster a sense of community and promote brand loyalty.
The benefits of using inclusive language in marketing are numerous. By speaking to customers in a way that is sensitive to their diverse backgrounds, companies can effectively build trust and show that they value diversity and inclusion. Inclusive language also helps create a more welcoming environment for all customers, ultimately leading to increased customer engagement and satisfaction.
NOW, LET'S DIVE INTO SOME REAL-LIFE EXAMPLES OF HOW INCLUSIVE LANGUAGE HAS BEEN USED POSITIVELY.
One excellent example of a brand that has embraced inclusive language is Nike. In 2017, Nike launched its "Equality" campaign, which celebrated diversity and inclusivity in sports. The campaign included a commercial that featured a variety of athletes, including LeBron James, Serena Williams, and Kevin Durant, and urged viewers to "embrace the diversity that makes us stronger."
“Encourage people to take the fairness and respect they see in sport and translate them off the field.”
By incorporating inclusive language and messaging that celebrated diversity and inclusivity, Nike was able to connect with a wider range of customers and promote a sense of community.
Another brand that has successfully used inclusive language is Ben & Jerry's. The ice cream company has been known for its progressive stance on social issues, and in 2018, it released a statement committing to using gender-neutral language in all of its marketing materials. This move was praised by customers and advocacy groups, and it demonstrated the brand's commitment to inclusivity and its willingness to listen to its customers' feedback.
A third example of inclusive language in action comes from the beauty industry. In 2019, Sephora launched its "We Belong to Something Beautiful" campaign, which featured a diverse group of models and encouraged customers to embrace their unique beauty.
“As a company, we hold ourselves to a high and public set of standards around creating a welcoming space for every client. We took an important step this morning with our 16,000 employees to further the conversation around creating a more inclusive beauty space. Our journey has not been perfect and is by no means complete. We will continue to learn and work toward this goal. We Belong to Something Beautiful”.
The campaign also included a commitment to using gender-neutral language in all marketing materials and in-store signage. This move was applauded by customers and advocates alike and helped Sephora to create a more inclusive and welcoming environment for all of its customers.
These examples demonstrate that embracing inclusive language is not just a social responsibility, but a strategic business decision that can help companies connect with a wider range of customers, foster a sense of community, and build brand loyalty. By using language that is respectful and welcoming to all audiences, brands can demonstrate their commitment to diversity and inclusivity and ultimately drive business success.
When it comes to choosing inclusive language that is respectful and welcoming to all audiences, there are several best practices to keep in mind.
Firstly, it is crucial to use gender-neutral language. The use of pronouns like "he" or "she" can exclude non-binary individuals, so opting for gender-neutral pronouns like "they" or "them" is a more inclusive choice. Additionally, gender-neutral job titles like "chairperson" instead of "chairman" can help to avoid unnecessary gender distinctions.
Secondly, companies should steer clear of stereotypes. Refraining from language that implies that all women are emotional or all men are aggressive is important. Instead, using language that is positive and respectful of all genders helps to create an environment where everyone feels valued.
Thirdly, incorporating inclusive pronouns, such as "ze/hir," "xe/xem," and "they/them," into marketing materials can demonstrate a company's commitment to inclusivity, regardless of gender identity.
Another important consideration is avoiding cultural appropriation in marketing. Cultural references or imagery that may be disrespectful or offensive to a particular group of people should be avoided to prevent any negative connotations.
Companies should also be mindful of ableist language, which is discriminatory towards people with disabilities. Avoiding phrases like "crippled by debt" or "blind to the truth" is essential. Instead, using neutral language that does not discriminate or stereotype is a more respectful approach.
Moreover, it is crucial to avoid ageism, which is discrimination based on age. Language that implies that all older people are slow or forgetful or that all younger people are naive or inexperienced can be harmful. Instead, using language that is respectful of people of all ages is a more inclusive approach.
Lastly, embracing diversity is a key factor in choosing inclusive language. Highlighting the diversity of employees and customers in marketing messaging can help companies show their commitment to inclusivity and build a more loyal customer base.
In conclusion, incorporating inclusive language in marketing materials is not just a social responsibility, but a business imperative. By following these guidelines, companies can choose language that is respectful and welcoming to all audiences, foster a sense of community, and increase customer engagement and satisfaction.