How to use bias free language in your writing
Studying linguistics in university I was fascinated by the idea that the words we speak and how we speak them, encode information about our gender identity, socio-economic background, age and ethnicity.
Our language is shaped by societal and individual experiences. It is often closely related to our values and perspectives. The words we use can influence our ideals, and vice versa.
We unconsciously transmit a huge amount of detail about our personal lives in the language we use; including out innate biases. For many of us, it takes work to recognise our unconscious biases and work against them. This is just another reason why we need to consider the use of bias free language.
Bias free language
Using bias free language is an important part of fair and balanced representation in writing.
Language is a powerful tool that can be used to discriminate and oppress vulnerable communities. Or it can be used to support a world that is more accepting of diversity.
Changing our terminology alone won’t have an impact on the systems that uphold racism or sexism, but it is a strong starting point for encouraging more inclusive mindsets and conversations in our communities.
Don’t underestimate the power of the words you use. Make a conscious choice to use unbiased language and show your support for equality for all.
What is unbiased, or bias free, language?
Unbiased language is free from stereotypes or exclusive terminology regarding gender, race, age, disability, class or sexual orientation.
By using bias free language, you are ensuring that your content does not exclude, demean or offend groups in society. Consciously avoiding bias in writing is important as this kind of language can encode and enforce harmful messages about the superiority or inferiority of different people.
Biased language is often integrated deeply into the language we use, so often we aren’t even aware of it. However, it is our responsibility to identify and root out any terms and phrases that can perpetuate inequality.
For both brands and writers, using unbiased language is an important part of creating copy with integrity.
Examples of bias free language
To avoid bias in your writing, familiarise yourself with the most common biased words and phrases then eliminate them from your repertoire. Some might be obvious; some, you might find you still use regularly.
Here are examples of unbiased language. This is a non-exhaustive guide to language which can help us all become more inclusive and respectful.
Ability
Ableist language is offensive to people with disabilities. It uses terms that are negative or abusive about disabilities. This kind of language forms part of the systemic exclusion and oppression of people with disabilities.
To avoid ableist language, use terms that do not stigmatise people with disabilities or frame them as different or other.
First person, or people centric language, is central to this. Always speak about the person (who happens to have a disability), rather than the disability.
This helps to prevent people from being defined by their disability.
Avoid
Disabled person, the disabled, differently-abled
Able-bodied, normal
The blind, the visually impaired
When talking about people with different abilities, you should also avoid phrases such as “confined to a wheelchair” or “the victim of (a disease)”. This kind of language focuses on differences and the disabilities rather than the person. Instead try using “a person in a wheelchair” or “a person with (a disease)”.
Age
Language-based age discrimination is common. The general attitude that old is negative and young positive is often encoded into the words we use, creating bias against older adults - or sometimes anyone considered “older”.
Have you ever heard someone say “She looks great for her age?”
This is on par with saying “She’s a great driver for a teenager”.
These stereotypes and assumptions can be damaging, so it’s best to avoid any generalisations.
Condescending terms relating to age can also creep into everyday speech or writing. These reinforce stereotypes attached to different age groups. To avoid this, be as accurate as possible when referring to a person’s age.
For example, instead of saying “a little old lady” try saying “a woman in her 80s”.
Or instead of saying “immature adolescent” be specific - “nineteen year old” - or more neutral - “teenager”.
Avoid
The aged, the old, geriatric, elderly
Gender
Gender-biased language occurs when the default is masculine.
Using gender-neutral language and collective pronouns (they/their) can help to eliminate the masculine default and make sure all genders are fairly represented.
There are also plenty of common phrases and other terms such as job titles which carry explicit bias.
Avoid
Fireman/policeman/chairman
Mankind
Manmade
The common man
Untouched by man
Another thing to consider when describing gender, is that our ideas of what men and women may be are not absolute. That is, you can’t make vast judgements about what a man or woman’s experience is.
For example, if you were to say “all women understand the frustration of menstruation”, you are ignoring the experiences of women who don’t have uteruses (i.e transgender women). There are instances where you might need to say instead “people who menstruate”, “people with uteruses”, or “people with penises”.
This approach to describing genders is more inclusive of the many different lived experiences of transgender people.
Sexual orientation
The language and definitions around sexual orientation are constantly evolving. Where possible, you should allow people to self-identify and use their preferred terms.
There are also some general guidelines you can follow.
First up, use the phrase “sexual orientation” over “sexual preference”. While people can choose their partners regardless of sexual orientation, our orientation is not something we choose.
Avoid using the word homosexual, as it has negative connotations. Use lesbian and gay instead.
According to the APA style guide, “the term “lesbians” is appropriate to use interchangeably with “lesbian women,” but “gay men” or “gay people” should be used, not “gays.””
Instead of saying “gay rights” or “gay marriage” use “equal rights” and “marriage equality.” This puts everyone on equal footing.
Need help writing unbiased copy or editing biased language out of your website? Get in touch.
