Words mean things, so choose them carefully…

I’ve been noticing something in service provider branding that I think is worth talking about — the everyday language we use and how it can unintentionally exclude or alienate people.

If we’re building brands meant to support and uplift others, our language should do the same.

Language is powerful. It shapes how we connect, how safe people feel, and who feels truly seen and welcomed. As business owners and community builders, we have a responsibility to be intentional with our words.

Here are a few terms I keep seeing that could use a rethink:

Ableist language

• Lame — Often used to mean boring or disappointing, but rooted in ableist language.
  → Try: uninspiring, not landing, underwhelming

• Crazy / Insane — Can trivialise mental illness.
  → Try: wild, unexpected, intense

• Cripple your growth — Suggests disability as a weakness.
  → Try: hold back your growth, block progress

• Tone-deaf — Can be insensitive to the Deaf community.
  → Try: disconnected, out of touch

Mental health misuse

• Decision paralysis — Can pathologise a normal state of overwhelm.
  → Try: feeling stuck, frozen, overwhelmed

• Triggered (used casually) — Has clinical significance for people with trauma.
  → Try: activated, brought something up, felt unsettled

• Using diagnoses casually (“I’m so OCD” / “That’s bipolar”)
  → Try: I like things a certain way, feeling up and down, scattered

Culturally appropriative terms

• Tribe - Often used to mean community, but carries sacred cultural significance for Indigenous peoples and has colonial connotations.

  
  → Try: community, circle, group, crew

• Spirit animal - A sacred term in Indigenous spiritual traditions.

  
  → Try: I really connect with… / reminds me of…

• Guru - A spiritual figure in Hindu, Sikh, and Buddhist traditions, often used flippantly in marketing (“Marketing guru”).

  
  → Try: mentor, specialist, expert

Gendered and non-inclusive language

• Hey guys — Gendered and exclusionary, especially in group settings.

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

• Girlboss — Can feel patronising or diminish professional identity.

  
  → Try: Founder, Entrepreneur, Business owner

• Assumptions around gender roles - For example, assuming all clients with children are mothers juggling work/life balance.

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

A quick check

If you're ever unsure about a word or phrase, it’s worth asking:

• Could this be harmful, or does it unintentionally exclude someone?

There’s no shame in learning, growing, and trying to do things a better way.