Le Code Switch Corner
Issue 01: Inclusive Language
Welcome to Code Switch Corner. My name is Daniella Etienne. I am the founder of Le Code Switch, a bilingual inclusive marketing agency pushing beyond representation for inclusive marketing reflective of communities of various cultures, voices, lived experiences and lenses. We elevate client marketing and communication strategies to be actionable and measurable.
In this column, you’ll learn about all things inclusive marketing, what it is, how you can put it into action, and get the most up-to-date resources and tips.
Let’s get right into it.
Inclusive language: what is it? And why is it so important?
Words are powerful, and they can shape or alter our perceptions. While we don’t always intend to, we have all at some point said things that reinforce how others are excluded or different. Inclusive language is language that:
Flatten social hierarchies and advance inequality and inequity.
Cultivate detachment over unity and understanding.
Oppose biases and historical and scientific untruths.
Respect and empower equity deserving and underserved groups.
Everyone wants to feel understood and welcomed. People are less likely to support brands that make them feel the opposite. By being inclusive, we broaden our minds to who people are and who they might be. As inclusive marketers and content creators, we have the unique opportunity to reach an audience more extensive than ever before.
You might be thinking, what can I do to make better choices regarding inclusive language? Where do I start? How do I know whether I’m using problematic language?
It can sound overwhelming, but here’s how you can get started.
Get familiar with today’s standards for inclusive language.
Inclusive language resources are a great start. While no one resource is the be-all and end-all, this can help guide your thinking and rationale around language.
Here are a few we recommend:
Ask for input from the communities you’re writing about.
Although guides and resources are helpful, sometimes content may be outdated, and some communities may have different preferences around how you speak or write about them. A principle of inclusive marketing is to centre the voices and viewpoints of the communities you're depicting. What that looks like in practice is to ask for guidance from people who are part of those communities. This might be your employees, local community organizations, advisory groups, DEI practitioners.
Get expert help.
Want to get a sense of whether your marketing materials are inclusive? Maybe you’re creating a product and you want to ensure it’s inclusively designed? Hire an inclusive marketing agency with deep expertise. We've audited and consulted on hundreds of marketing campaigns with an anti-racist and inclusive marketing lens. These campaigns span the public sector, consumer product and lifestyle industries.
Building inclusive language practices is an ongoing process; it is a commitment to ensuring that your brand reflects multiple identities, voices and lived experiences.
Our books are now open for projects starting in May. We'd love to work with you. Let me know what you're working on by email: daniella@lecodeswitch.com .
Until next time!
Daniella Etienne
Founder
Le Code Switch