Inclusive language
Write for everyone. That's the short version. The longer version is below. It's a practical guide for writing that doesn't assume, exclude, or alienate.
Inclusive language isn't about being "politically correct." It's about being accurate, being kind, and making sure your words work for the widest possible audience. It also happens to produce clearer, better writing.
Gender-neutral language
Use "they" and "their" as the default when you don't know someone's pronouns. It's grammatically sound, widely accepted, and reads better than "his/her" or "he/she."
| Do | Don't |
|---|---|
| When a developer finishes their work | When a developer finishes his/her work |
| The user can update their profile | The user can update his profile |
| Ask your manager what they think | Ask your manager what he or she thinks |
Use gender-neutral job titles and role names:
| Do | Don't |
|---|---|
| Chairperson | Chairman |
| Firefighter | Fireman |
| Police officer | Policeman |
| Salesperson | Salesman |
| Staffed, crewed | Manned |
| Workforce, team | Manpower |
Pronouns in practice
- Default to "they/their" when referring to a hypothetical or unknown person.
- Use stated pronouns when someone has told you theirs. If Sarah uses she/her, use she/her for Sarah.
- When collecting pronouns in forms, make the field optional and include a free-text option alongside common choices. Don't assume a binary.
- Avoid gendered greetings in group contexts. "Hi everyone" or "Hi team" instead of "Hi guys" or "Ladies and gentlemen."
Disability and accessibility language
Language about disability is evolving. These guidelines reflect current best practice, but stay open to learning and adapting.
Person-first vs identity-first
Some communities prefer person-first language ("person with a disability"), while others prefer identity-first language ("disabled person," "Deaf person," "autistic person"). When in doubt, ask. When you can't ask, default to person-first, but respect identity-first preferences when they're expressed.
| Context | Recommended | Notes |
|---|---|---|
| General / unknown preference | Person with a disability | Person-first as default |
| Deaf community | Deaf person | Identity-first is widely preferred |
| Autism community | Autistic person | Many in the community prefer identity-first |
| Specific individual | Whatever they prefer | Always respect stated preferences |
Ableist language to avoid
Many common phrases are rooted in ableism. They're so embedded in everyday language that we often don't notice them. Here are the ones to watch for:
| Don't use | Use instead |
|---|---|
| Crazy, insane | Surprising, unexpected, wild, intense |
| Lame | Unhelpful, ineffective, weak |
| Blind spot | Oversight, gap, missed area |
| Falling on deaf ears | Being ignored, going unheard |
| Crippling | Severe, significant, damaging |
| Turn a blind eye | Ignore, overlook |
| Tone deaf | Insensitive, out of touch, unaware |
| Handicapped | Disabled, inaccessible |
| Suffering from, afflicted by | Living with, has |
| Wheelchair-bound | Wheelchair user |
| Special needs | Disabled, specific access needs |
| Normal (as opposite of disabled) | Non-disabled, typical |
Writing about accessibility features
When documenting accessibility features in the design system, be factual. Don't frame accessibility as a favour or an extra. It's a requirement.
| Do | Don't |
|---|---|
| This component supports screen readers | This component has special accessibility features |
| Keyboard navigation is built in | We've added accessibility for disabled users |
| Meets WCAG 2.1 AA contrast requirements | Accessible-friendly colours |
Bias-free language
Avoid assumptions about your reader's background, identity, or experience.
Age
Don't use age as a shorthand for ability or familiarity with technology.
| Do | Don't |
|---|---|
| People who are less familiar with the tool | Older users who might struggle |
| Experienced professionals | Senior citizens in the workforce |
Avoid terms like "elderly," "young people," or "millennials" as catch-all descriptors. Be specific about the group you mean.
Culture and ethnicity
Be specific. Avoid broad generalisations or stereotypes. Don't use ethnicity or nationality as shorthand for behaviour or characteristics.
| Do | Don't |
|---|---|
| People from various cultural backgrounds | Diverse people |
| Specific country or region names | "Third world" or "developing countries" |
| Global majority | Minority (when referring to non-white populations globally) |
Religion
Don't assume religious observance or use religious language casually.
| Do | Don't |
|---|---|
| Holiday period | Christmas break (unless specifically about Christmas) |
| Calendar year | Christian year |
Socioeconomic assumptions
Don't assume everyone has the same access to resources, technology, or education.
| Do | Don't |
|---|---|
| People with limited internet access | People who can't afford proper internet |
| Various device capabilities | Old or cheap phones |
Cultural sensitivity
Our content reaches people across different cultures, languages, and contexts. Write in a way that travels well.
Idioms and metaphors
Many English idioms are rooted in specific sports, cultural traditions, or historical contexts that don't translate. Replace them with clear, universal language.
| Don't use | Why | Use instead |
|---|---|---|
| Hit it out of the park | Baseball-specific | Exceeded expectations |
| Touch base | Baseball-specific | Check in, follow up |
| Low-hanging fruit | Culturally specific, also in the ToV "avoid" list | Quick wins, easy improvements |
| Move the needle | Culturally specific, also in the ToV "avoid" list | Make progress, show impact |
| Grandfather clause | Rooted in racist history | Legacy provision, existing rule |
| Blacklist/whitelist | Racially charged | Blocklist/allowlist, deny/allow |
| Master/slave | Racially charged | Primary/replica, main/secondary |
| Sanity check | Ableist | Sense check, review, verify |
| It's not rocket science, guys | Exclusionary, gendered | It's straightforward |
| Man hours | Gendered | Person hours, work hours, effort |
Humour and tone
Humour is part of the Enable Amazing voice, but it needs to travel. Avoid jokes that rely on:
- Knowledge of a specific culture, sport, or tradition
- Puns that only work in English
- References that assume a shared cultural context
- Sarcasm that might not translate
When in doubt, be warm instead of funny. Warmth translates everywhere.
Inclusive content checklist
Before publishing, check your content against these questions:
- Does it avoid gendered language (unless referring to a specific person)?
- Does it use "they/their" for unknown or hypothetical people?
- Does it avoid ableist terms and metaphors?
- Would it make sense to someone from a different cultural background?
- Does it avoid idioms that don't translate?
- Does it avoid assumptions about age, ability, or access to technology?
- If it mentions disability, does it use appropriate terminology?
- Does it describe what something does, rather than who it's for?
Resources
- Microsoft inclusive design toolkit
- APA bias-free language guidelines
- GOV.UK content design: writing for accessibility
- Accessibility standards. Enable Amazing's WCAG 2.1 AA compliance reference