Mariana Rolin
Director of quality and creative solutions at Chillistore
As one of the most important topics in the localization industry in the past couple of years, inclusive language in content strategy is in high demand. Language is fundamental to human expression, reflecting our cultural views and biases. As organizations gain awareness of the impact of their spoken and written words, inclusive language becomes a priority.
Adopting inclusive practices has its known challenges, and there is no shortage of articles, books, and webinars highlighting how it shouldn’t be a box-ticking exercise. Companies that join this effort are expected to demonstrate how they are on an ongoing journey for improvement.
Adapting for language
In localization, this challenge is multiplied by as many languages as are required. For example, one of the most discussed topics involving DEI (diversity, equity, and inclusion) policies in a language is the adoption of gender-neutral constructions in translation. Teams must find creative solutions to fulfill language requirements while avoiding biased constructions.
Languages in which gender is only identified via personal pronouns (like English or Swedish) are more easily adapted. On the other hand, languages, where genders are embedded in nouns, personal pronouns, and other grammatical elements to which those are connected (such as Spanish), are more challenging. Professionals working with these languages will need to seek different forms of inclusive communication. For instance, shifting from active to passive voice can help avoid using a gender marking by changing or omitting the agent.
Another method, common in Portuguese, replaces vowels that usually indicate gender (“a” and “o”) with “e” to address readers of binary and non-binary gender identities equally. So, instead of “todas” and “todos,” we would have the neutral “todes.” While not formal, this method is seen in colloquial speech as a replacement for the now outdated “x”.
Adapting for ability
Graphics and solutions that do not follow phonetic language rules bring yet another concern: accessibility. These are usually not immediately suitable for screen readers, highlighting that inclusion goes beyond written or graphic content.
The case is strong
Still, the case for inclusivity is solid, with many relevant points to be considered. The first and most obvious one is: It’s the right thing to do, with an increasing public concern around equality and belonging. By choosing not to address inclusivity and accessibility strategies in your localization, organizations could be excluding current audiences and potential future ones.
Second, companies investing in this topic now are helping to shape how the next few years will look in the industry. This is not a trend; it’s a necessary and meaningful approach with real-life consequences.
Finally, it’s an opportunity to encourage internal teams to join the conversation and strengthen the sense of belonging with the companies they work for. While performative inclusion is harmful, collective construction is lasting.
How to get started
Making these initiatives an integral part of your localization plan can and will reduce the extra work down the road. In our experience, these conversations will best start upstream in content development when it comes to multicultural inclusivity strategies.
We rely on human expertise and AI (artificial intelligence) strategies to navigate such complex scenarios. These methods have allowed us to prepare for future work as well as review past translations in the light of inclusivity requirements:
- AI-assisted checks with company-defined algorithms read and flag sensitive topics our clients would like to address as part of their policies. These bias checks can examine previously published material while also being included in a regular content creation process.
- Reviewers and sensitivity readers will apply their expertise to evaluate complex nuances in content. We work in collaborative teams to achieve a standard of content quality that works within our clients’ inclusivity policies. These teams can also check for contextual and graphic references, ensuring that all visuals are suitable and make sense for their identities and cultures.
- Accessibility planning for digital content is the third layer in inclusive practices as it touches on the availability of information, including textual clarity and image descriptions.
Inclusive content practices as a competitive advantage
There are considerable opportunities in introducing inclusive practices as a conscious strategic practice, keeping in mind market expectations and natural societal shifts. Our industry can and should be actively participating in these efforts. Although evergreen work, there are a few points to be considered if you’re hoping to adopt more inclusive content practices:
- Define your priorities in your content and localization strategies. Inclusivity policies in language will be authentic if they align with your company’s goals, content, and audience.
- Encourage questions. As established before, there are formal and informal strategies to avoid bias in content localization. The only way to identify what is unconsciously projected is by relying on professionals who can speak the language, live the culture, and participate in the experiences described.
- There will be limitations, and that’s ok. This is part of a broader concern, and while language plays a pivotal part, localization will have to navigate many other challenges in daily work.
This article has its own bias and limitations, as it’s virtually impossible for a single person or group to define a solution, nor would it be advisable. As we’ve seen repeatedly in this industry — even as recently as the past few months — the perception of what is inadequate regarding content engagement is not as commonplace as we would probably like it to be. Creating more inclusive content should be rooted in a company’s internal practices and built collaboratively through diverse voices and experiences.
Deciding to approach this topic regularly means being willing to join this conversation. As society and culture change, so should language. Following suit, localization practices must adapt to ensure content is available and inclusive of all.
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