Inclusive Communications – better words, better business

Inclusive Communications – better words, better business

We talk a lot about the importance of language here at Giles. That’s because we understand just how powerful words are. The language we use doesn’t simply reflect our reality – it shapes it. Our words shape our perceptions, our beliefs and, consequently, our behaviours.

In corporations, language builds culture. When we communicate inclusively, we signal that every employee, customer and stakeholder is genuinely welcome. Inclusive language helps to build psychological safety, strengthens a sense of belonging and unlocks the full potential of diverse teams.

Here are three brands getting it right and reaping the rewards.

Salesforce

Systematically removed all non-inclusive terms

Salesforce established an Inclusive Language Board, tasked with embedding inclusive language into internal comms, product terminology and employee resources.

They replaced racially loaded terms like ‘master/slave’ and ‘blacklist/whitelist’, promoted gender-neutral titles such as ‘salesperson’, and encouraged respectful, person-centred phrasing.

Training and guidelines reinforced these shifts.

Reported results

– Employees felt the Salesforce Ohana (family) culture was being lived

– Employees reported a stronger sense of belonging and retention jumped

– Sustained innovation in product development

Microsoft

Promoted inclusivity through cultural shifts and tool updates

Microsoft updated all its internal communications, Microsoft 365 tools and leadership messaging to favour gender-neutral language, person-first phrasing and allyship-focused wording.

Annual neuroscience-based training helps employees to adopt this language naturally in meetings, feedback and team discussions.

Reported results

– Boosted reported allyship behaviour (with high percentages of employees noting intentional inclusive actions)

– Richer input from diverse talent, directly informing accessibility innovations and technical solutions

– Stronger psychological safety, supporting performance through more open collaboration

McDonald’s

Achieved new marketing highs using inclusive language

McDonald’s used inclusive communication in its 2025 ‘Sweet Connections’ campaign to bridge generational language gaps in multicultural families.

The campaign’s AI-powered video translation tool let families record and share heartfelt messages, anchored to the limited-edition Grandma McFlurry. Bilingual elements resonated deeply with Hispanic, Asian American and immigrant-heritage audiences.

– Grandma McFlurry sold out in 2.5 weeks

– The campaign contributed to an 8.9% year-on-year increase in U.S. same-store sales

– Drove exceptional trial rates among young multicultural consumers

Inclusive language isn’t just a matter of sensitivity or doing the right thing (or being seen to do the right thing). Brands that have embraced inclusive communication have shown us time and time again that it drives stronger team performance and better business outcomes overall. Better words really do mean better business.