More than half of consumers—54 percent—say they don’t feel fully represented in online advertising, and 71 percent expect the brands and publications they follow to promote diversity and inclusion in their online advertising. That consumer sentiment extends beyond ads to content too. That gap between what readers want and what they’re getting is where small businesses and independent writers have a real opportunity. June is a great time to remind your writing team and readers why inclusive, representative content matters—not only as an ethical choice but as a practical one. Below, I’ll share four reasons it’s worth the effort, plus the resources I rely on to make content more inclusive for every reader.
What Does Inclusive Content Mean?
Let’s start by clarifying what inclusive means in this context.
“The very terms diversity and inclusivity or inclusion can be interpreted as implying that the norm or the standard is being white, male, straight, not disabled, not poor, etc. … We strive for storytelling that both represents all people and shines a brighter light on those who have been underrepresented in traditional narratives.”
—The AP Stylebook
Major style guides like AP, Chicago, and APA agree on the importance of inclusive storytelling, so this concept applies across genres and fields, whether you’re working on your manuscript, a white paper for your business, or a magazine article.
Why Inclusive, Diverse, and Representative Content Matters
Inclusive content matters because it’s essential to accuracy and fairness. It makes our stories stronger, more relevant, and more trustworthy. Here’s how:
1. Representing Readers
Inclusive content allows readers from all backgrounds to see themselves and their experiences reflected in the text. This helps foster self-worth, pride, and a sense of belonging. Inclusive content validates the identities of people from underrepresented communities and provides others with insight into lives different from their own.
A Think With Google survey of nearly 3,000 US consumers found that 64 percent took an action after watching an ad they considered inclusive. That figure rose to 85 percent among Latinx+ and LGBTQ respondents, 79 percent among Black and Asian/Pacific Islander respondents, and 77 percent among millennials.
2. Encouraging Empathy and Understanding
Content featuring diverse perspectives exposes readers to different cultures, histories, and viewpoints, which promotes empathy and understanding. This helps break down stereotypes and misconceptions and build bridges between communities.
Microsoft researched the psychology of inclusion and found that inclusion in advertising feels like connection or a version of family, and the main feelings produced by inclusion are joy and trust. A Microsoft study showed that an inclusive ad drove a 23-point lift in purchase intent, whether the person experiencing the ad was personally represented in the ad or not.
3. Broadening Horizons
Inclusive content can challenge the dominant narratives and add depth to our understanding of the world. This encourages critical thinking about social issues and systemic inequalities.
In 2023, an Association of National Advertisers study of more than 9,000 consumers found that if a brand backtracks on their support for social causes, 77 percent of consumers would either immediately stop purchasing or look to purchase other brands more supportive of their views, and 64 percent of consumers are motivated or strongly motivated to support brands that advertise on TV with multicultural and diverse storylines, influencers and representation.
4. Adding Authenticity to Content
Representation and inclusion bring authenticity to stories about cultures and communities, offering a genuine perspective that might be missed by someone outside those experiences. This adds depth and truthfulness, making for more trustworthy and meaningful stories.
A 2023 survey found that 88 percent of adult consumers around the world say that trust is an important consideration when they buy a brand, and more than 7 in 10 consumers agree that it’s more important to trust the brands they buy or use today than in the past.
“Inclusive storytelling seeks to truly represent all people around the globe. It gives voice and visibility to those who have been missing or misrepresented in traditional narratives of both history and daily journalism. It helps readers and viewers both to recognize themselves in our stories, and to better understand people who differ from them in race, age, gender, class and many other ways.”
—The AP Stylebook
How to Make Content More Inclusive for Readers
As a writer, you can focus on inclusivity at multiple points in the writing process:
Before Writing
Start with training so you have the mindset and skills to support you while you’re drafting.
- Read about conscious language and how to write about an identity that’s not your own.
- Take classes on dignity and precision in language, editing for conscious and inclusive language, or microaggressions.
While Drafting
Ask yourself whose voice or perspective is missing and should be represented more.
- Consider the range of readers you serve. They have different needs, interests, and voices. Does the content reflect that?
- Diversify your sources and ensure that each voice is presented with dignity and credibility.
- Create alt text for images, and include closed captions or create audio descriptions for videos.
Did you know? According to a Think With Google survey, 50 percent of people in the US watch TV with subtitles most of the time—and 70 percent of US-based Gen Z do.
While Self-Editing
Slowly read through the draft to check for potential conscious language issues:
- Confirm whether the piece should use person-first or identity-first language.
- Consider how groups are addressed. Does the text label a group based on a single characteristic, like the elderly? If so, consider wording that’s more neutral, like older adults.
- Check for unnecessarily gendered terms. This is a common issue with job titles, like fireman or stewardess. Search for terms like actress, chairman, craftsmanship, guys, housewife, unmanned, andserviceman.
When you’re in the middle of editing and you’re not sure how to handle a term or situation related to conscious language, these resources can help:
- Karen Yin’s Conscious Style Guide
- Rabbit with a Red Pen’s conscious and inclusive language collection
- The National Center on Disability and Journalism’s Disability Language Style Guide
- APA’s references for bias-free language
When Working with an Editor
Get an objective review of the content by a professional editor to help catch issues beyond structure, grammar, and style.
- Let your editor know if there’s a section in the content that needs a focused review for inclusivity. Some editors (like me) include a conscious language review for every project they work on, but that’s not the case for every editor.
- Hire an authenticity or sensitivity reader. These readers review unpublished content for bias, stereotypes, harmful tropes, and inaccuracies. Authenticity readers will also check for problems with language regarding culture, identity, race, or disability.
“I send our monthly proofreading project to you with great confidence that it will come back better and more accessible to our audience. Representation in media matters. You bring out the best in our magazine to help ensure our readers feel seen and cared for through the application of the conscious language edits you suggest.”
—Kylee Coleman, editor of Colorado Country Life
Let’s Team Up
Inclusive content is how you build trust with the readers, customers, and communities you want to reach—and how you make sure your work holds up to scrutiny. The words you choose decide who feels welcome and who gets left out, whether you’re publishing a nonfiction book, quarterly report, or weekly blog post.
The good news? You don’t have to figure it out alone. Every writer and content team I work with gets a conscious language review built into their project because representation shouldn’t be an add-on—it should be part of the standard. For more practical writing and editing tips, plus monthly resources, tool recommendations, and behind-the-scenes editorial insights, subscribe to The BulletProof Bulletin. It’s a once-a-month newsletter built to help writers and small-business content teams sharpen their words and grow with confidence. Sign up here—and remember: Together, we can make your writing bulletproof.
AI Disclosure: For expediency, statistics and figures used in this piece were located by Claude, and sections of this document were reviewed by Claude to critique readability and clarity. All suggested figures and revisions provided by the tool were evaluated and verified by the human writer to ensure the content meets my quality standards.