Copywriting · 28 September 2026
Inclusive writing is mostly about who was not in the room
Not a word list. A question about whose assumptions ended up in the copy.
Adapted from a longer piece in the archive.
Inclusive language is usually handed to writers as a list of words to avoid. That is the least useful version of it, and the easiest to comply with while changing nothing.
The harder and more valuable question is whose assumptions made it into the copy. Text written by people who have always been able to read small print assumes everyone can. Copy about "the family" usually means one particular shape of family. An example built around a commute assumes a commute. None of these use a banned word. All of them quietly tell some readers the message was not for them.
This matters more, not less, in multilingual work. An assumption that is invisible in one language becomes conspicuous in another — and a joke or an idiom that carries a whole worldview will land very differently once it has crossed a border.
The practical test is not "did I avoid the wrong word". It is "who would read this and feel described by someone who has never met them".