It is not only what you say but how you say it that matters.  Just ask anyone who has ever had an argument with their spouse.  Tone matters.  Words matter.  Volume matters. 

According to UCLA Professor Mehrabian’s Communication Theory, 55% of our communication is body language, 38% is tone of voice, and only 7% is verbal.  Therefore, everything we say or do as a company reflects our values and our brand’s missions—from our logo and tagline right on down to our company handbook.

Wait?  Word Girl, are you saying that words matter? Yes, trusty reader.  I am.  I am also saying the way in which you use them matters.

The words we use comprise our stories.  And our stories shape who we are, what we care about, and where we are headed next.  It is the human condition and what marketers tap into when they tell you the best part of waking up is some type of coffee in your cup. 

(See how I did that?  I didn’t just sell you coffee.  I sold you on sleeping in and someone attractive bringing your favorite mug and you are surrounded by infinite comfort items and the sun is a golden glow through the windowsill upon which there is a rooster. Also, you are skinny and your hair looks amazing.  You are welcome.)

Words are the medium through which behavior, attitudes, and values are shaped and conveyed.  They can build or dismantle, help or heal, unite or divide. As we can plainly see in today’s divisive political climate, words can be weaponized.  But words can also be a balm and an invitation.

Inclusive language is defined by the Linguistic Society of America as language that acknowledges diversity, conveys respect to all people, is sensitive to differences, and promotes equal opportunities. Marketing giant HubSpot defines inclusive language as language that “avoids biases, slang, or expressions that discriminate against groups of people based on race, gender, or socioeconomic status. Inclusive language allows you to resonate with more audiences by speaking and writing in more impartial ways.”

Does your company have an inclusive language lexicon?  This goes beyond making sure there are policies in place for employees to confront that one guy who says that insensitive thing all the time. Having an inclusive language toolkit from which your company pulls as it crafts all messaging will set the tone of how employees are to relate to one another and foster a culture of respect.  Your employee handbook, branding, marketing materials, internal communications, and editorial processes will all set the expectation of inclusivity. 

These inclusion toolkits often include a list of “Do’s and Don’ts” regarding:

• Gender and Pronouns: Don’t use binary he/she pronouns exclusively; do say they. (Did you know that they used as a gender-neutral singular pronoun was Merriam Webster’s word of the year for 2019?) And while we are talking gender, probably best not to accuse that female executive of being overly emotional when she is not backing down. And for goodness sakes, do NOT tell her to just go sit over there and look pretty when you don’t like her idea. 
• Race and ethnicity: Don’t say powwow or peanut gallery or, what should be obvious, Jew down.
• Socio-economic: Don’t say thug, ghetto, trailer trash.
• Mental health and physical abilities: Don’t say lame or crazy. And if an employee has a known peanut allergy, don’t joke about wielding nuts to keep them away.  (Probably best to avoid all discussion of nut wielding, actually.)
• Other categories include nationality, age, and religion or categories that play into power dynamics and otherness.
• Follow @APStylebook on Twitter for ever-evolving language updates.

If you receive backlash for implementing these policies, inclusion of your why will help.  Many times, if given the opportunity, you will have employees in your midst who can speak to how everyday language has excluded them or made them uncomfortable in the workplace. Also be prepared to implement your toolkit in all your communication channels, as well as provide training that will set expectations of inclusivity and highlight ongoing accountability.

Work with your HR department to see how these tools will be factored into day-to-day work life such as management, feedback sessions, team meetings, as well as recognition and reward systems. By being intentional with your language, you will also free up your employees to come forward when harmful language occurs.  You want that woman who has been told to sit over there and look pretty to feel free to say, “Thanks for saying I am pretty, but I am certain that has nothing to do with the fact that my opinion has merit.” 

Be up front with these expectations in your hiring and employee onboarding processes. Trust that this will reap benefits for your company that are more than just words.  Employees who feel safe, included, engaged, valued, and happy will be more productive and creative. 

As with most things, our intentions matter.  By choosing to be intentionally inclusive with our language, we will foster an environment that is intentionally inclusive as well.  It is guaranteed you will have missteps, but if you are humble and maintain your intentionality, you should still find your company tripping forward into the world we all want to see.  Because in the words of Maya Angelou, “When you know better, do better.”