Inclusive communication: a language that builds reality

From the realization that every word, every image and every piece of content has the power to build relationships, to define who is part of a story and who remains on the margins, inclusive communication is born, a language that aims not to describe reality but to shape it. Who to include, who to listen to, who to represent? In the web context of 2025, B2B marketing has an obligation to focus more and more on transparency, ethics, and consistency. The inclusiveness of the language used, but above all the responsible choices and concrete initiatives of companies, therefore become a strategic lever that tangibly affects the brand identity And on the perception of the general public.

Red Apple, for more than 30 years alongside companies as a communications agency and brand specislists, has always promoted an approach to inclusive communication that goes beyond the surface. Our idea is not only to curate language in digital materials, but also to integrate principles of fairness, accessibility and respect at all stages of the communication journey, from visual identity to editorial content to internal tools and corporate culture. Especially in the social world of the 21st century, where nothing can be hidden and everything is showcased, there can be no truly authentic communication if it is not supported by concrete actions.

Beyond fashion: why B2B needs authentic inclusive communication

There has been much talk in recent years and with different meanings of inclusive communication. But the impression, especially in the corporate world, is that was more of an aesthetic endorsement than a real commitment. Indeed, in many cases, inclusiveness has been treated not as an expression of a company's values and mission, but as a trend to be ridden: a few celebratory posts, a temporary change to the logo, a generic message about respecting diversity However, without putting any real initiatives in place.

But the public today is no longer satisfied with statements alone. Customers, suppliers, partners and talent-even and perhaps especially in the B2B arena-are looking for consistency. A brand that claims to be inclusive but has no processes, aligned languages and behaviors risks undermining its own credibility. On the contrary, a company that invests in inclusive communication in a structured way conveys authority, ethics, soundness and above all builds relationships based on trust and respect, benefiting in terms of image and credibility .

What is (really) inclusive communication

At Red Apple, talking about inclusive communication means addressing a multifaceted set of linguistic, visual, and organizational choices. Simply "not offending" is not inclusiveness: rather, it is about actively involve all people, making content accessible, representative and recognizable.

At the linguistic level, this translates into the Prefer gender-inclusive formulas (e.g., "the person responsible" instead of "the person in charge"), Avoid stereotypes related to age, ethnicity, disability, or sexual orientation, as well as attending to the tone of voice to ensure respect and equality. Some companies use the schwa (ə) to make the terms neutral, others opt for collective or impersonal forms. The choice must be calibrated according to audience and context, but the guiding principle remains one: talk to allə.

Then there is the visual aspect. The images chosen for brochure, sites, campaigns and corporate materials are never neutral. Who appears in a photo represents an idea of normalcy. If that normalcy is always white, young, able-bodied, and conforming to dominant standards, then something is wrong. Companies choosing models and testimonials representative of real diversity - cultural, generational, corporeal - they send a powerful message, namely that there is room for everyone here.

Finally, there is accessibility, an often underestimated pillar in B2B communication. A PDF document that cannot be read by a voice reader, a video without subtitles, or a site with weak color contrasts are aspects that could lead to the exclusion of a segment of the audience. Ensuring access to content for people with sensory or cognitive disabilities, on the other hand, should not be an "extra" or a kind concession, but A responsibility of all enterprises.

Inclusive communication as a strategic asset for B2B brands

If inclusive communication is limited to a graphic style, it will not get particularly positive feedback from the public. If it becomes An integral part of business strategy, on the other hand, can generate real value even - and especially - in the B2B markets.

A first area where inclusiveness makes a difference is theemployer branding. Companies that communicate openness, respect, and equality attract quality talent and build more motivated teams. Professionals, especially the younger generation, are increasingly choosing workplaces that reflect their values: an inclusive culture supported by consistent communication, becomes a decisive tool for attracting and retaining bright people.

This type of approach then has a direct impact on the reputation: especially in environments where partnerships are built on trust, showing consistency and accountability is a competitive advantage. An inclusive narrative conveys trustworthiness, openness, vision, but above all, it distinguishes the brand in a market where values matter as much as numbers.

Inclusiveness is also, in itself, lever of innovation. Companies that listen to diverse perspectives and provide space for multiple voices generate more creative solutions suited to complex contexts and extremely diverse clientele. Diversity, when valued and integrated, becomes an engine of transformation.

Finally, there is a tangible return in terms of access to markets. Government suppliers, international agencies, and institutional clients are increasingly requesting ESG indicators, inclusiveness and equity. Communication that reflects these principles becomes an accelerator in selection processes and a facilitator in business relationships.

Inclusion cannot be improvised: a structured plan is needed

Adopting effective inclusive communication, we said, does not mean improvising a few changes in tone. Nor does it mean publishing a few posts on specific occasions. It means, instead, designing a real path within one's own communication strategy. A B2B brand that really wants to evolve in this direction must start with an internal analysis of the languages used, institutional materials, visuals and the entire corporate culture. What is needed, in essence, is a comprehensive audit that highlights critical areas, strengths and opportunities for improvement.

The next step must be the training. Marketing and communications teams need to become aware of language bias, words to avoid, and accessible modes. A clear, shared style guide is needed to help Standardize content across all channels.

Also crucial is the integration into the corporate touchpoints. Inclusive communication is not only about social posts or external campaigns, but must also be part of the newsletter, in videos, brochures, sales materials and internal forms. 

As a final step, it is important to measure. As with any communication strategy, once the intent is stated, it is necessary to monitor changes and reactions: Engagement from diverse audiences, qualitative feedback, and internal consistency. Only in this way does inclusive communication become an ongoing, improvable and, above all, strategic process.

Inclusive communication not just on paper: the concrete work of companies

Effective inclusive communication is mostly recognized outside official channels, When language finds consistency in the company's public behaviors and commitments.

At the level of internal communication this means, for example, review selection processes To ensure equal opportunity, build heterogeneous teams reflecting the social and cultural diversity of markets and Promote internal training programs On bias and respectful language. It also means. have clear policies against all forms of discrimination and provide tools for reporting inappropriate behavior.

Instead, those who want to be credible to the public can, for example, actively support social initiatives dedicated to the employment inclusion of people with disabilities, participate in mentorship programs for underrepresented professionals in the STEM fields, or forge partnerships with entities that promote cultural integration and active citizenship.

Other concrete signs include the scholarship funding for young people from marginalized backgrounds, the conscious choice of suppliers committed to ESG issues and the organization of corporate events accessible and designed according to equity criteria (linguistic, physical, digital). Also open their own spaces - physical or digital-to external testimonials, interactive workshops, shared campaigns with associations can strengthen the impact of the message. In addition to representing meaningful community gestures, they are also consistent extensions of a corporate culture that has chosen to include. Communicating inclusiveness, in fact, only makes sense if the company is ready and willing to challenge itself, take responsibility, and take concrete action. Without this, any message loses strength. With this, every word becomes credible.

The risk of "façade" inclusiveness

When it comes to inclusion, the line between authenticity and a "front" strategy is thin, and that is where most brands stake their credibility.

There are those who limit themselves to celebratory campaigns, perhaps on international days, but then maintain entirely homogeneous staffs and leadership. This is the phenomenon of the pinkwashing, when gender equality is promoted only for reputational gain. Or of the greenwashing, which presents the company as sustainable while it continues to operate in an impactful manner.

But there are also more subtle forms such as the diversity-washing: declaring openness and inclusiveness without really changing language, accessibility, selection processes and internal culture. In such cases, communication proves to be empty, ineffective and even detrimental to one's image.

The more years pass, the more clearly the public recognizes when a message is sincere and when it is fabricated. A brand that communicates inclusiveness but does not practice it risks losing trust, reputation, and value.

Red Apple: the right partner for genuine change

At Red Apple we know that true inclusiveness is not achieved with a slogan, but with consistent choices, clear strategies and conscious language. This is what we offer to the companies that choose us: concrete support for building inclusive communication that is an expression of a real corporate culture.

We work on each channel by combining design, copywriting, strategy and training. We analyze existing content, develop accessible and inclusive editorial plans, and attend to every visual and linguistic detail. And we always do this with a clear goal: to help companies become not only more visible, but more importantly, credible.

Internal audit and analysis

Every meaningful transformation begins with a simple question, "Where are we now?" For Red Apple, inclusive communication cannot be designed without first observing, listening and analyzing. The audit is, as always, the starting point: we examine internal and external languages, corporate visuals, marketing materials, but also the organizational dynamics that generate them. We wonder who speaks, how they speak, who is represented and who is not. This initial snapshot is not to judge the current reality, only to understand it. With a thorough analysis, our professionals can then set a coherent, measurable, and customized path that truly reflects the brand's identity and ambitions.

Training and policy

Starting to talk about inclusiveness without providing adequate tools is like launching a campaign without a strategy. Therefore, Red Apple supports companies with targeted training paths: interactive sessions that address unconscious bias, conscious language choices, digital accessibility, and visual representation. We don't impose rules, but build awareness to help teams choose content on their own. This gives rise to the policy, an operational guide that guides all communication actions-from social posts to HR materials, from DEMs to customer service-according to clear, shared principles aligned with the corporate culture. Inclusiveness, for us, means first and foremost organizational culture.

Integrated communication

A common mistake is to confine inclusive communication to an isolated campaign, event or content. Instead, Red Apple works on many different aspects, because every element-from a brochure to a landing page-contributes to brand perception. The goal is to make inclusiveness visible, consistent, and above all, natural. We design layouts, language-inclusive curated texts, and visual identities that represent real diversity. We incorporate these choices into the continuous flow of corporate communication, so that inclusion is not an exception, but a standard. And so that every point of contact with the public also becomes a point of listening.

Monitoring and metrics

Like any strategy, an inclusive strategy needs the following. Clear KPIs, of reliable indicators and structured feedback. Red Apple helps companies establish concrete metrics: inclusive content engagement rates, variety of representations in campaigns, technical accessibility of materials, and brand perception among diverse audiences. We offer tools to gather insights and create periodic reports, but also qualitative verification moments with internal and external stakeholders. This approach makes it possible to transform inclusive communication into an evolutionary process and flexible. Because inclusiveness, like any value, needs to be trained and refined over time.

Inclusive communication is an act of responsibility

Adopting inclusive communication is neither a token gesture nor a stylistic exercise nor a favor done to communities representing minorities. It is a strategic choice that reflects a company's culture and worldview. Today, the most credible brands are those that can combine language and action, storytelling and accountability, vision and consistency. It is not enough to say "we include." you have to prove it, every day and in every word.

Red Apple accompanies companies in this journey with a concrete, multidisciplinary and project approach. Because inclusiveness cannot be improvised; it can be built and learned as well as accepted. And communication that truly includes is not only fairer, it is also more effective, stronger and more human. And that's where the relationships that really matter begin.