Language in transition: How modern communication reaches everyone

Article 6 of 10 in the series 'Diversity unites business and prosperity'

_Speaking inclusively means reaching everyone. Companies are further ahead than politicians in this respect - because they leverage diversity. Regulating communication is detrimental to economic success and the community_.

Cologne, July 03, 2025 - Communication used to be simple. Maybe too simple. And also too male. To put it bluntly: soccer, meat, Formula 1. If you wanted to be part of it, you had to understand these codes - and use them. Anyone who couldn't or didn't want to play along was left out. Today, the world looks very different: People live more diverse lives, speak more languages, communicate digitally and expect to be addressed individually. Society has become more open, but also more sensitive. Diversity is a reality - and language must follow suit.

Modern communication means addressing people, not accusing them

Language is changing. An it always has been. The farewell to formal language online and in many countries, inclusive terminologies, gender asterisks or pronouns - all expressions of living communication. According to diversity researcher and marketing author, Michael Stuber, there are two explanations for the fierce resistance to linguistic renewal: Fear of change and poor communication. He criticises: "Inclusive, politically correct language was proclaimed as a new norm - but not explained as an opportunity to communicate more effectively." Politicians made populist electoral capital out of this mistake.

Companies as drivers of effective language

Meanwhile, progress is being made where diversity is economically relevant. Companies have a vested interest in successful communication: they need to win over employees, convince customers and involve stakeholders. Good, differentiated communication is not an end in itself - but a competitive advantage. Because those who feel addressed are more committed, more likely to buy and stay longer. Those who feel excluded turn away. "We also have to reach those who perceive the use of pronouns as a threat," Stuber warns.

Federal Minister Prien: Absurd language ban with a backlash effect

The expert has no sympathy for the German Federal Minister of Education and Family Affairs' gender ban ("counterproductive like border controls and immigration restrictions"). Prien wants to adhere to the rules of the German Spelling Council and make communication "appropriate to the addressee". According to Stuber, she is achieving the opposite: over-regulation, exclusion and the triumph of reactionary forces. "Language cannot be curbed - it lives." Companies show how to shape change: Diverse, appreciative, understandable.

Language shapes belonging

Like diversity and culture, inclusive language is not a project for minorities. It's about everyone. Including white men, including people without an academic background, including international teams. The decisive factor is not a symbol behind a word - but the feeling behind it: Am I addressed? Do I feel included? Is my perspective recognised? Stuber knows: "Words create reality. If you want to reach 'the people', you have to include everyone."

Reading tip: The knowledge blog https://de.diversitymine.eu contains over 300 articles on diversity in the media and around 180 articles on marketing & communication

Info box: Effective communication

5 Do's
1 Address people directly - at eye level and without empty phrases.
2 Use appropriate language - context-related and smartly chosen.
3 Tell different stories - suitable for different realities.
4 Avoid clichés - also with images and examples.
5 Use diversity as a standard - not as an exception or special case.

5 Don'ts
1 No superior language police - persuade instead of schooling.
2 No artificial complication - encourage a variety of simple wordings.
3 No normative, authoritarian messages - communication needs partnership.
4 No one-sidedness - communicate with everyone, not about some.
5 No absolute claims - being aware of the context is part of respect.

Michael Stuber
Richard-Wagner-Str. 25
D 50674 Koeln / Colonge
office@diversity-consulting.eu

European Diversity stands for evidence-based, internationally experienced DE&I research and consulting with a strategic focus. For over 20 years, Michael Stuber and his team have been developing robust D&I concepts for companies, institutions and organisations. The Engineering D&I approach (https://www.european-diversity.com) combines analysis, relevance and impact – for tailor-made solutions that harness diversity as economic potential for everyone.

This release was published on openPR.