Inclusive Language in Business: Words to Rethink

Inclusive language is about making thoughtful choices that help more people feel respected, welcomed and included. We can't always know how every word will be received, but being intentional with our language can make our businesses more accessible and create a better experience for everyone.

The words we choose shape how people experience our businesses. They influence whether someone feels seen, respected and included, often before they've even worked with us.

I've been noticing certain words and phrases appearing more frequently in branding, marketing and online business spaces. Most people use them without intending any harm, but some have ableist, gendered, cultural or mental health associations that can unintentionally exclude or alienate people.

If we're building brands that aim to support and uplift others, our language should reflect those values too.

In this guide, I'll share examples of inclusive language in business, explain why some common terms are worth rethinking, and suggest more inclusive alternatives you can use in your marketing, website and everyday business communication.

Why Inclusive Language Matters in Business

Inclusive language isn't about trying to be perfect or avoiding every word that might be interpreted differently. Language evolves, and so does our understanding of it.

Instead, it's about choosing words that communicate your message clearly while reducing the chances of unintentionally excluding or alienating people.

Small changes can have a big impact. They can help your audience feel more welcome, build trust in your brand and demonstrate that you're thoughtful about the experience you create for others.

Examples of Non-Inclusive Language

Ableist language

Some everyday expressions use disability as shorthand for something negative. They're often used without any harmful intent, but choosing more precise alternatives can make your communication more inclusive.

• Lame

  Often used to mean boring or disappointing, but rooted in ableist language.

  Try instead: uninspiring, disappointing, underwhelming
  

• Cripple your growth

  Using disability as a metaphor for failure or weakness can reinforce negative associations.

  Try instead: hold back your growth, block progress, limit progress

• Tone-deaf

  Often used to describe messaging that feels disconnected or insensitive. Some people prefer alternatives that don't use hearing loss as a metaphor.

  Try instead: disconnected, out of touch, insensitive

Check Out My Brand Audit

Inclusive language is just one part of creating a brand that makes people feel welcome. My Brand Audit reviews your messaging, website, visual identity and user experience to identify accessibility, usability and communication issues, with practical recommendations to help you create a more inclusive, effective brand.

Find out what's included in the Brand Audit.

Mental health terms often used casually

Mental health terminology has specific meanings. Using these words casually can minimise the experiences of people living with mental health conditions.

• Decision paralysis

  This can pathologise what is often a normal feeling of uncertainty or overwhelm.

  Try instead: feeling stuck, overwhelmed, unsure what to do next

• Triggered

  For many people, "triggered" has a clinical meaning linked to trauma. Using it casually can diminish that significance.

  Try instead: unsettled, activated, brought something up

• Using diagnoses casually ("I'm so OCD" or "That's bipolar")

  Mental health diagnoses shouldn't be used as personality traits or casual descriptions.

  Try instead: I like things organised, I'm feeling up and down, I'm feeling scattered
  

Culturally appropriative language

Some words have deep cultural or spiritual significance but are frequently used in business and marketing without that context.

• Tribe

  Often used to mean community, but it carries important cultural significance for many Indigenous peoples.

  Try instead: community, group, circle, network

• Spirit animal

  A sacred term in several Indigenous spiritual traditions.

  Try instead: I really connect with..., this reminds me of..., this resonates with me

• Guru

  A respected spiritual teacher in Hindu, Sikh and Buddhist traditions that is often used casually in marketing.

  Try instead: mentor, specialist, expert
  
  

Gendered and non-inclusive language

Using language that assumes someone's gender or life circumstances can unintentionally make people feel excluded.

• Hey guys

  A common greeting, but not everyone identifies with it.

  Try instead: Hi everyone, Hello all, Hey folks, Hello team

• Girlboss

  Although popular for a time, many people now see it as patronising because it suggests women need a separate label to describe successful business owners.

  Try instead: founder, entrepreneur, business owner (with your own fun spin!)
  

• Assumptions about gender roles

  For example, assuming clients with children are mothers balancing work and family life.

  Try instead: parents, caregivers, or people balancing work and home life
  
  

How to Choose More Inclusive Language

If you're ever unsure about a word or phrase, ask yourself:

• Could this unintentionally exclude someone?

• Is there a clearer or more inclusive alternative?

• Am I making assumptions about someone's identity or experience?

• Would someone outside my own community understand what I mean?

You don't need to be perfect. Being open to learning and making thoughtful improvements over time is far more valuable than trying to get every word right.

Inclusive Language Is an Ongoing Practice

Language changes because people change. Words take on new meanings, conversations evolve and our understanding of inclusion continues to grow.

The goal isn't to police every word you use or worry about saying the wrong thing. It's to communicate with empathy, curiosity and respect.

When we choose language that helps more people feel welcome, we create stronger brands, better customer experiences and more meaningful connections.

Further reading

If you'd like to explore inclusive and accessible communication in more detail, you might also find these articles helpful:

Alt text or image descriptions? Learn the difference between alt text and image descriptions, when to use each one, and how to write meaningful descriptions that make your visual content more accessible.

Why you should stop using "click here" in your links. Discover why descriptive link text makes websites and emails easier to navigate for screen reader users and improves the experience for everyone.

Why acronyms can make your brand harder to remember. Find out how unexplained acronyms can create unnecessary barriers for your audience and why choosing clear, recognisable language helps your brand communicate more effectively.

10 ways to make your emails more accessible. Discover simple improvements you can make to your emails, from writing effective alt text and descriptive links to choosing accessible colours, fonts and layouts that work better for everyone.

FAQs

• What is inclusive language?

  Inclusive language is language that aims to avoid excluding, stereotyping or unintentionally offending people based on characteristics such as disability, gender, race, culture, age or identity. It encourages clear, respectful communication that helps more people feel welcome and included.

• Why is inclusive language important in business?

  The words you use shape how people experience your brand. Inclusive language helps create a welcoming experience for customers, clients and employees, while reducing the risk of alienating people through outdated or insensitive terminology. It also demonstrates that your business values respect, accessibility and inclusion.

• What are some examples of non-inclusive language?

  Common examples include ableist terms such as "lame" or "cripple your growth", casually using mental health diagnoses like "I'm so OCD", culturally appropriative terms such as "tribe" or "spirit animal", and gendered language like "hey guys" when addressing mixed groups. In many cases, there are simple alternatives that communicate the same message more inclusively.

• Is inclusive language the same as accessible language?

  Not quite. Accessible language focuses on making content easy to read and understand through clear writing, plain English and logical structure. Inclusive language focuses on choosing words that respect different identities, cultures and lived experiences. Together, they help create content that more people can understand and feel comfortable engaging with.

• Do I need to stop using every word that might offend someone?

  No. Language is constantly evolving, and there isn't a definitive list of banned words. The goal isn't perfection—it's awareness. If you discover that a word has the potential to exclude or cause harm, it's worth considering whether there's a clearer, more inclusive alternative that communicates your message just as effectively.

• How can I make my website and marketing more inclusive?

  Start by reviewing the language across your website, emails and social media. Look for gendered expressions, ableist language, unnecessary jargon and assumptions about your audience. Pair inclusive language with accessible design, such as descriptive link text, meaningful alt text, good colour contrast and clear navigation, to create a better experience for everyone.