Communication is much more than conveying a message, it’s a powerful way to connect, engage, and build trust with your audience.
As communicators, we have a responsibility to make sure that as wide an audience as possible can understand, engage with and feel represented by our content. That’s where inclusive communication comes in.
What do you mean by inclusive communication?
Inclusive communication is effective communication – respectful, accurate and accessible to all – that enables everyone to contribute their perspectives and feel like they belong.
It’s a means of sharing information that everybody can understand, and is respectful to people of all backgrounds, abilities, identities, and experiences. When used correctly, inclusive communication prioritises clarity, empathy and representation.
The difference between inclusivity and accessibility
Inclusivity and accessibility are often used interchangeably when talking about communications, but there are key differences between the two.
While accessible design typically focuses on the end result and can often be measured against certain criteria, inclusive design and communications is a broader process, that takes into account the needs and lived experience of users throughout the project.
Accessibility in communications is generally referred to as relating to those with a disability (be it cognitive, visual, physical, or auditory) and helping to remove barriers for those users, whereas inclusivity focuses on making products and experiences available for everyone, through representation of diverse perspectives, avoiding stereotypes and language that is respectful of gender, ethnicity and identity.
Good accessible communication is therefore often an outcome of good inclusive communication.
Why is inclusive communication important?
The primary benefits to an inclusive communications approach should always be ethical, to enable everyone to feel included, listened to and understood. However there are also clear business case benefits for championing an inclusive communications approach:
- Trust and credibility: Brands communicating inclusively can build a diverse and committed audience, who feel cared for and represented. In an era where authenticity is being increasingly valued, making sure that your audiences feel they can trust you is key in competitive markets.
- User experience and reach: If you content is easier for people to understand and connect with, they are more likely to buy into your messaging, mission and vision. Inclusive communication reduces the risk of alienating certain audiences, helping you to speak to a wider pool of people.
- Fostering internal culture: For charities and mission driven organisations, inclusive communication is key to building a workplace culture in which people feel valued, can contribute their perspectives, and feel like they belong. Inclusive communications promote respectful relationships between staff, as well as engagement, productivity, innovation, and wellbeing.
Where should you use inclusive communications
For charities and mission-driven businesses, inclusive communications can be used across your messaging:
- On external marketing, flyers, posters and advertising
- On your website, and any other digital platforms
- On your social media channels and in conversations with customers, clients and supporters
- Internally, to foster a welcoming environment within your organisation
In short, every brand touchpoint is a potential opportunity to be intentionally inclusive!
How can I make my communications more inclusive?
There are a few key tips that everyone can use to make their content more inclusive:
- Using imagery that is diverse and reflects the range of people you are looking to communicate with or to
- Using plain English, and auditing language for bias or assumptions
- Using diverse voices in the creation and testing of content.
Want to know more about inclusive communication?
At Oxygen, inclusivity is one of the three pillars that guide our work, along with accessibility and sustainability.
If you need help to make your communications more inclusive, download our guide to inclusive communications, or book a call with our team.
I'm a multi-disciplinary designer, with many years of experience designing graphics with impact and seamless user experiences. I started my career designing consumer products, but have since worked on a diverse range of projects from leading brand refresh projects for charities like Sculpt, Jamma and TUSP, sustainable and user-friendly website re-designs for CTRF, Climate Change Coaches and Mokoro to large internal communication projects for WWF and Oxford HR. I'm passionate about the use of design as a tool for positive social change, and with particular interest in projects tackling racial inequality and children’s social care. Recently I was appointed as a Trustee for the new charity Board Racial Diversity UK, working to improve representation within the UK charity sector.
