How can you write inclusive copy without bias?

1 Use gender-neutral language

One of the most common sources of bias in copy is the use of gendered language, such as pronouns, titles, or terms that imply or exclude a specific gender. For example, using "he" or "she" to refer to a generic person, or saying "chairman" or "fireman" instead of "chairperson" or "firefighter". To avoid this, use gender-neutral language whenever possible, such as "they", "them", or "their" for singular pronouns, or "you", "your", or "yours" for direct address. You can also use inclusive terms that avoid gender assumptions, such as "parent", "spouse", or "colleague".

2 Avoid cultural appropriation

Cultural appropriation is the use of elements from a culture that is not your own, without proper acknowledgment, respect, or understanding of its meaning and context. For example, using slang, symbols, or images that belong to a specific ethnic, religious, or social group, or making jokes or references that mock or trivialize their culture. To avoid this, do your research before using any cultural elements in your copy, and make sure you have a valid reason and permission to do so. You can also acknowledge and credit the source of your inspiration, and avoid stereotypes or generalizations.

3 Use inclusive examples and scenarios

Another way to write inclusive copy is to use examples and scenarios that reflect the diversity and reality of your audience, without reinforcing bias or stereotypes. For example, if you are writing about a product or service that can benefit different types of people, show how it can work for different ages, genders, ethnicities, abilities, or lifestyles. You can also use names and pronouns that are diverse and representative, and avoid making assumptions or judgments about your audience's preferences, needs, or goals.

4 Be mindful of tone and voice

The tone and voice of your copy can also convey bias, intentionally or unintentionally. For example, using a patronizing, condescending, or sarcastic tone can make your audience feel inferior, insulted, or annoyed. Or using a formal, technical, or jargon-filled tone can make your audience feel excluded, confused, or bored. To avoid this, be mindful of how your tone and voice affect your audience's emotions and perceptions, and adjust them accordingly. You can also use a conversational, friendly, and empathetic tone that builds rapport and trust with your audience.