Inclusion in Action: Creating Content That Reflects Your Brand Values

In today’s digital age, the content we share as businesses and creators has the power to shape perceptions, build relationships, and foster inclusivity. However, many business owners worry about navigating the fine line between promoting inclusivity and risking alienating certain customer segments. Let’s break down how you can create inclusive online spaces with language and practices that honour diversity while keeping your business goals in mind.

1. Start with Inclusive Language
Language is one of the most impactful tools for creating inclusive spaces. It signals to your audience that everyone is welcome, seen, and valued.

• Avoid assumptions: When writing captions, product descriptions, or replies, avoid gendered language or making assumptions about someone's identity. For example, instead of "he/she," try "they."
• Use universal references: Use culturally diverse examples, avoid jargon that only specific groups understand, and prioritize imagery that reflects a range of identities and experiences.
• Learn from your audience: If you’re not sure how to be inclusive, listen to your audience. Use surveys, polls, and DMs to learn about their preferences and values.

2. Position Yourself as a Safe Space
Building trust with marginalized communities requires action, not just words. Your audience will appreciate visible signs of your commitment to inclusivity.

• Be transparent about your values: Share content that demonstrates your inclusivity, such as highlighting diverse employees, supporting local cultural events, or promoting causes that align with your mission.
• Include clear statements: Add a short note in your bio or “About” page that you’re an inclusive and welcoming space. For example, “We celebrate and welcome everyone, regardless of race, gender identity, or ability.”

This tells your audience that inclusivity isn’t just a trend for your brand—it’s part of who you are.

3. Educate Without Being Overly Political
Many businesses fear being perceived as “too political” or “too woke.” Here’s how to strike the balance:

• Focus on shared values: Highlight values that resonate universally, like kindness, fairness, and respect. Instead of diving into polarizing topics, you can talk about what your business does to create an equitable environment, like accessible hiring practices or donating to community causes.
• Lead with stories: Share customer or employee stories that reflect your inclusivity. For example, “Our team member Alex’s journey inspired us to create better workplace practices.” Stories humanize your message without making it feel preachy or controversial.
• Engage positively: Avoid calling out or criticizing others; instead, celebrate the good. A post that says, “We’re proud to support local Pride celebrations this month,” will feel inspiring and proactive.

4. Balance Inclusivity with Profitability
Many businesses worry about potential backlash from customers who may disagree with their inclusive messaging. Here’s how to mitigate risks while staying true to your values:

• Focus on your core audience: Not everyone will agree with your approach, and that’s okay. Prioritize the customers who align with your values—they’re the ones most likely to become loyal supporters.
• Be subtle but consistent: Instead of broadcasting bold, sweeping statements, incorporate inclusivity naturally into your content. For example, use diverse models in your campaigns or highlight holidays and cultural events throughout the year.
• Stay authentic: Don’t jump on trends you don’t believe in. Performative allyship is often more damaging than taking no action. Instead, align your inclusivity efforts with your existing mission and business goals.

5. Keep the Conversation Open
Inclusivity is a journey, not a one-time project. Be open to learning, evolving, and improving along the way.

• Invite feedback: Create a safe space for followers to share their thoughts. Respond to constructive criticism with gratitude and a willingness to improve.
• Acknowledge mistakes: If you misstep, own up to it. Apologize sincerely and explain how you plan to do better. This shows integrity and builds trust.
• Celebrate progress: Share milestones in your journey toward inclusivity, like new accessibility features on your website or your first event with diverse community partners.

Inclusion Builds Loyalty
Creating an inclusive online space isn’t just about doing the right thing—it’s also a smart business move. People want to support businesses that align with their values and make them feel welcome. By using thoughtful language, sharing genuine stories, and staying true to your mission, you can create an online presence that invites everyone to feel like they belong.

​Ready to get started? Start small, stay authentic, and let your values shine through. Your audience—and your business—will thank you.