Language Matters!
In today’s environment, there has arguably never been a more important time for organisations to clearly and confidently articulate their approach to equity/equality, diversity and inclusion (EDI) and one of the most overlooked, and powerful, tools in achieving this is language.
The words organisations use to describe their inclusion efforts can either invite people in or unintentionally push them away. Getting the language right is not simply a communications exercise; it is fundamental to building understanding, engagement and, ultimately, meaningful cultural change.
Why language is critical to EDI success
For EDI to truly take root, it must go beyond policies, strategies or the remit of HR teams. It needs to be understood, owned and lived by everyone in the organisation. Put simply – language shapes behaviour and behaviour shapes culture.
Choosing the right words
Many organisations default to using terms like “EDI”, “diversity” or “equity” as shorthand. While these are widely recognised, they don’t always resonate with everyone. For some, they can feel abstract, overly technical or disconnected from day-to-day work. In some cases, they may even reinforce the perception that inclusion is “something for HR” rather than a shared responsibility.
That’s why taking the time to define the right language for your organisation is so valuable.
The best language:
- Reflects your values and purpose
- Is easily understood by your colleagues
- Clearly communicates what it means in practice
- And, importantly, does exactly what it says on the tin (the “Ronseal principle”)
A helpful starting point is to focus on your “why”:
- If inclusion is central to living your values, use the language of those values.
- If it’s about your people, emphasise belonging and the employee experience.
- If it’s about your customers, highlight fairness, accessibility and meeting diverse needs.
Crucially, involving colleagues in shaping this language ensures it feels authentic and not imposed.
Consistency builds trust and credibility
Getting the language right is only part of the equation. Using it consistently over time is what drives real impact.
Cultural change doesn’t happen overnight. It requires repetition, reinforcement and visibility. When people see and hear the same messages regularly, they begin to recognise, understand and believe them.
Many organisations are increasingly adopting a clear EDI “brand” or strapline to unify their efforts, bringing together everything from people policies to service delivery under a single, recognisable message. When done well, this creates a simple but powerful thread that runs through the entire organisation.
The power of storytelling
While language provides structure, storytelling brings inclusion to life. Stories are one of the most powerful ways to create connection and drive change. They move beyond abstract ideas and show what inclusion actually looks like in real situations, with real people.
Research consistently shows that people are more likely to remember and act on messages that are delivered through stories rather than statistics alone. Stories create emotional resonance, build empathy and inspire action.
In practice, this might involve:
- Sharing colleague experiences
- Highlighting role models
- Narrating progress and milestones
One example saw an organisation address low disclosure rates around disability by launching a colleague storytelling campaign. By creating a safe platform for individuals to role model and share their experiences, the organisation built trust and saw a significant increase in declaration rates in the next data cycle. Storytelling doesn’t just communicate progress it also sustains momentum.
Turning language into action
Some organisations are also taking this a step further by embedding inclusion into everyday behaviours through clear, memorable acronyms.
A large housing association, for example, adopted ‘CARES’ as the acronym to translate their EDI work into the practical behaviours expected of their colleagues:
- Consider vulnerability and diverse needs
- Actively listen to understand fully
- Recognise every situation is unique
- Employ empathy in interactions
- Support each other to do the right thing
Approaches like this bridge the gap between strategy and reality; helping colleagues understand not just what inclusion is, but how to bring it to life every day.
A foundation for meaningful change
Ultimately, creating an inclusive culture is not just about what organisations say, it’s about what people do. But what people do is heavily influenced by what they hear, understand and believe.
By choosing language that is clear, authentic and consistent and by bringing it to life through storytelling and shared behaviours organisations can create the buy-in needed to make inclusion everyone’s responsibility.
Because when it comes to EDI, the right words don’t just describe change. They help make it happen.
For support, advice and guidance on embedding inclusion contact us!
