Disability-Inclusive Language Guidelines: Words to Use & Avoid in Your Marketing Campaigns

As the world moves towards a more inclusive and accessible future, language plays a critical role in shaping perceptions and fostering inclusivity. When it comes to disability, brands and organisations are often scared to say the wrong thing, and that sometimes stops them from doing anything at all, which shouldn’t be the case!

Using disability-inclusive language in marketing isn’t just about semantics, it’s about creating an environment where everyone feels respected and valued. Inclusive language ensures that disabled people are represented accurately and positively, which helps break down stereotypes and misconceptions. 

At Purple Goat, we’re committed to guiding brands through using respectful, empowering language that reflects these values. In this guide, we’ll cover essential disability-inclusive language guidelines to help your campaigns and general marketing activities resonate with every audience. But if you want to learn more about how we can help your company specifically, make sure to get in touch!

What is Disability-Inclusive Language?

Disability-inclusive language refers to words and phrases that talk about and represent disabled people respectfully and accurately, avoiding terms that might carry negative connotations, stigma, or assumptions. This approach goes beyond political correctness, aiming to use language that honours individual identities and respects personal preferences.

Why Do We Need Disability-Inclusive Language Guidelines?

Adopting disability-inclusive language is essential for brands that want to foster genuine connections and build an image that values inclusivity. Brands that follow language guidelines help avoid unintentional harm or offence, as they have the power to influence societal norms.

Disability-Inclusive Language for Marketing Campaigns

Here’s a quick reference guide for disability-inclusive language that can transform your brand’s messaging:

Language to Avoid	Language to Use
Able-bodied	Non-disabled
Handicapped	Disabled person
Wheelchair-bound	Wheelchair user
The disabled	The Disabled community
Crazy, insane or lunatic	Disabled person / Person with a mental health condition
Crippled	Disabled
Suffers from	Disabled person
Mentally handicapped	Disabled person / Person with an intellectual disability

Using language that is precise and respectful helps your brand avoid outdated terminology, which can often come across as derogatory. It also reflects a deeper understanding of the disability community’s preferences and reinforces a commitment to inclusion.

Other Factors to Consider When Creating Disability-Inclusive Marketing Campaigns

Using respectful language is only one part of creating disability-inclusive content. Here are additional guidelines to keep in mind as you craft messages that resonate with all audiences.

1. Use Positive Rather Than Negative Terms

Positive language emphasises what people can do, whereas negative language can emphasise limitations. For example, instead of saying “confined to a wheelchair,” try “wheelchair user” or “uses a wheelchair.” This helps reinforce the notion that assistive devices, such as wheelchairs, are tools for mobility and empowerment rather than limitations.

2. Consider Everyday Phrases (& Their Interpretation)

Everyday phrases we often use casually, such as “what’s wrong with you?” or “you’re so brave,” can have unintended connotations when used in contexts involving disabled people. For example:

• “What’s wrong with you?” may indicate that being disabled is ‘wrong’ or ‘bad’, and something terrible must have happened to them
• “You’re so brave” can sound patronising if it implies that someone’s disability is an inherent struggle

When crafting messages, be aware of expressions that could carry unintended interpretations. Instead, focus on language that communicates empathy and authenticity.

3. Be Aware of Preferences

There is a lot of nuance in the Disabled community, and preferences can be very diverse, with language preferences varying widely. For example, some Neurodivergent people prefer identity-first language (“Autistic person”), while others prefer people-first language (“person with autism”). Engaging with disability advocates or consulting directly with individuals within these communities can help your brand use language that aligns with the audience’s own preferences.

4. Avoid the association to ‘inspiration’

So often disabled people have been associated with ‘inspiration’. Calling a disabled person “inspirational” can be patronising, especially when it’s for everyday tasks, as it implies their lives are inherently difficult or tragic. This focus on their disability rather than their achievements reduces them to “overcoming” their condition, which reinforces stereotypes. Instead, it’s better to recognise people for their specific accomplishments, just as you would with anyone else.

Benefits of Using Disability-Inclusive Language in Marketing

Using inclusive language not only aligns your brand with values of inclusion and respect but also offers other great business benefits:

1. Broader Audience Reach: Inclusive language demonstrates respect for all customers, helping your brand connect with a wider audience.
2. Enhanced Brand Image: A commitment to inclusivity improves brand perception and brand love, showing that your company values diversity and inclusion.
3. Stronger Customer Relationships: Language that resonates with diverse audiences builds trust and strengthens connections with customers who may feel underrepresented.
4. Leadership in Corporate Responsibility: Brands that prioritise inclusivity are often seen as leaders in corporate responsibility, inspiring others to adopt similar practices.

Inclusive language is more than a marketing technique, it’s an opportunity for brands to actively contribute to a more inclusive society.

If you want to understand the myths and misconceptions that fuel that fear around inclusive language, listen to Dom and Amanda answer Google’s most searched questions on disability straight from lived experience. You can also check out our top tips around inclusive language during the holiday season.

Disability-Inclusive Language Workshops

For brands looking to create disability-inclusive campaigns, workshops and training can be invaluable. At Purple Goat, we offer DEI training designed to make teams feel more confident around all things disability. These workshops provide interactive exercises, real-world examples, and a safe space to learn about the language that resonates best with the Disabled community. You can ask us anything!

Interested in making your brand more inclusive? Contact us to learn more about our DEI training!

FAQs

How do you respectfully say disability?

“Disability” is generally an accepted and neutral term. Avoid euphemisms like “special needs,” which can seem dismissive or patronising. And in doubt, always ask the person what they prefer.

What is the politically correct term for learning disability?

The term “intellectual disability” is generally accepted for describing conditions that affect cognitive functioning. However, specific terms may be preferred for certain conditions, like “learning difference” in educational contexts. When in doubt, ask individuals or consult relevant organisations for guidance.

What is ableist language?

Ableist language includes words or phrases that imply negative stereotypes or reinforce misconceptions about disabled people. Examples of ableist language include terms like “crazy” or “crippled.” Disability-inclusive language avoids such terms and promotes respect, focusing on individuals’ abilities rather than limitations.

Conclusion

Disability-inclusive language is an essential aspect of inclusive marketing, helping brands connect meaningfully and respectfully with diverse audiences. By making small changes, you can show that your brand is committed to inclusivity. 

At Purple Goat, we’re here to help your brand on this inclusivity journey, providing insights and training to help you reach your goals. By embracing disability-inclusive language, your brand isn’t just sending a message, it’s setting an example for positive, meaningful change!