The importance of language when striving for inclusivity across the digital infrastructure industry

This article is part of our Opinions section, where we invite industry professionals to share their views on the most pressing technology questions of our time.

This article does not dissect policies or personalities but rather dives into the use of language to influence and include. 

Political elections across the globe have shone a renewed light on how language makes individuals feel seen and heard. That ‘being seen’ feels welcoming and gives a sense of being included, which, in turn, drives voting behaviour. Language transcends representation, further cementing the idea that diversity must coexist with inclusivity. 

Research backs this up. For example, Margit Tavits and Efrén Pérez, in their book Voicing Politics, highlight how linguistic nuances can significantly shape political attitudes and beliefs. They argue that the way language is structured can direct attention to certain issues, influencing how individuals express their political opinions. For instance, in gendered languages, the emphasis on gender can lead to increased awareness of gender disparities, fostering support for inclusivity and equality.

And, according to a Pew Research Center report, many individuals feel that their voices are not adequately represented in government. This perception can be influenced by the language used in political messaging. When language is inclusive and reflects diverse perspectives, it can enhance individuals’ feelings of being seen and heard, thereby increasing their engagement in the electoral process.

The same can apply to organisations. There are many within the digital infrastructure industry who claim to want to change the workforce and succession planning, but is the language suggesting the same? 

Positive language speaks volumes

Personal experience has seen organisations lean on representation alone to indicate their position, wheeling out graduates and apprentices to demonstrate they have a multigenerational workforce. However, these very same organisations are saying something else entirely based on closer inspection. 

You don’t have to get that close to an organisation to understand its intentions and position on a number of topics – some do it better than others.

Take Starbucks – it has publicly positioned itself as a socially responsible company, using inclusive language in its marketing and communications. Its campaigns frequently highlight diversity and community engagement, showcasing its support for different social causes. This was evident in its “Race Together” campaign, which aimed to spark conversations about race in America. Although the campaign received mixed reactions, it clearly communicated Starbucks’ intention to engage with social issues.

In the digital infrastructure industry, it’s harder to identify examples of positive use of language. In fact, it is easier to spot where it’s going wrong. For instance, it is hypocritical to support new entrants into the industry when entry-level job descriptions specify 5-7 years of experience. The use of seemingly one simple bullet point communicates an entirely different rhetoric from one that is welcoming to the inexperienced. On too many occasions, roles are advertised as entry-level, marked with a reflective job title, yet the requirements are restrictive. 

This isn’t just apparent in job roles supposedly targeting new entrants but also in roles with limited gender diversity and senior roles with less flexibility than those of more junior roles. The concept of ‘sticky floor’ is one that many working parents, specifically mothers, find themselves in unknowingly. Junior roles prioritise flexibility for a variety of needs, but the option of progression is the ultimate sacrifice. 

Language is the greatest tool we have to drive behaviour, and the digital infrastructure industry needs to recognise that as it tries to become a career destination of choice. 

Creating a lexicon for inclusivity

To help drive universal change, a top-down and bottom-up lexicon for inclusivity must be created. This lexicon should reflect the values and aspirations of the organisation, ensuring that every employee feels empowered to contribute. For example, by using these three simple steps: 

1. Conduct an organisational audit – the primary goal of the audit should be to identify how language reflects the organisation’s culture and values. By examining both internal communications (like emails, memos, and meeting notes) and external messaging (such as websites and marketing materials), organisations can assess whether their language promotes inclusivity or inadvertently reinforces barriers.

• Co-create a language with your teams – it should not be created in isolation from the communications team, nor should it be the responsibility of diverse teams to instruct. It should be a collaborative effort of words and phrases that help to make up the company brand and tone of voice. 

• Learn from others – this needn’t be an entirely new practice that requires copious strategy sessions. Ask for help, talk to others in the digital infrastructure, and look beyond to other industries that may have faced similar challenges. The industry could do worse than look to Apple, which has made significant strides in adopting inclusive language, particularly in its coding terminology. The company shifted its guidelines to use gender-neutral terms, promoting a more inclusive environment for developers and users. But many other examples exist across the not-for-profit sector and education where organisations’ activity promotes inclusive language ensuring that all communications reflect respect for diverse identities. 

Language is the greatest tool we have to drive behaviour, and the digital infrastructure industry needs to recognise that, as it tries to become a career destination of choice. By fostering an environment where language is inclusive, organisations can truly reflect their commitment to diversity and inclusion, ultimately leading to a more engaged and productive workforce.

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