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Writer's pictureCatie Phares

Conscious language—what is it and why should academics care?


Contrary to all attempts to regularize it, language (and especially English) is a living entity that evolves with society. Terms that were once considered acceptable, or even ideal, may no longer be appropriate or accurate. Staying updated and open to these changes is essential if we want to communicate in ways that are effective and inclusive: this is the core tenet of conscious language.



What is conscious language?


Essentially, using conscious language means intentionally selecting words that reflect an awareness of their impact on others. 


The approach is timeless, but the term itself is relatively new, with the specific labels of “conscious language editing” (i.e., editing with a focus on ensuring conscious language is used) and the related but far more debated “sensitivity reading” (i.e., review for potentially problematic language and assumptions regarding communities to which the writer typically does not belong) emerging in the last decade or so.


Why is it important?


First, conscious language promotes empathy and respect. It helps ensure that conversations remain inclusive, especially when discussing sensitive topics.


Second, in practical terms, it just makes good sense: a message worded in clear, precise, and respectful language is more likely to be well-received than one that isn’t. 


Why does it matter for business research in particular?


Globalization is a vital force in business, both for thriving economies (practice) and for groundbreaking insights that improve those economies (research). With globalization and the rise of digital communication, people from a vast variety of cultural backgrounds are communicating more than ever before. Yet certain words or phrases may carry very different meanings or connotations depending on cultural context.


Conscious language helps us navigate these complexities by promoting curiosity, openness, and accuracy rather than making assumptions about others' experiences. In short, to ignore conscious language in business means significantly limiting the audience and success of your product or research.


How can academics use conscious language?


I recommend that academics prioritize conscious language aims by using clear, precise, and respectful language in their writing. The result, as we’ll unpack below, will be writing that aligns not only with conscious language principles, but also with three of the universal principles of effective communication: clarity (saying exactly what you mean to say), precision (targeting and engaging your intended audience), and respect (treating readers and other groups with dignity).


  • Focus on clarity


Some authors seem to think of conscious language as avoiding offense; I think it’s more helpful (and more accurate) to think of it mainly as focusing on clarity. In this way, conscious language is effective language: it says what you mean and doesn’t imply something you don’t mean.


For instance, in 2019, The Guardian noted the conscious language changes that they would be making to clearly reflect the reality of what’s happening to our climate—changes that included using the terms “climate crisis” or “climate emergency” (rather than “climate change”) and “climate denier” (rather than “climate skeptic”). These small but significant changes help clarify the undeniable fact that our climate is now changing in ways and at speeds that reflect an emergency, by any reliable standard.


Another example (mentioned in the APA Style Guide, which the vast majority of business journals follow) is the term “wheelchair-bound.” This isn’t just potentially disrespectful (see point 3, below) but likely inaccurate and thus unclear, as many wheelchair users are not “bound” to their wheelchairs


In sum, reviewing your writing (or handing it off to an editor for review) to ensure that it clearly says what you want it to say is a great way to embody conscious language principles.


  • Focus on precision


A message for everyone is ultimately a message for no one. In other words, without a precise message for a precise audience, you’ll struggle to be heard in today’s attention-impoverished world. Conscious language can help address this problem, allowing you to build stronger, more positive relationships with collaborators and readers.


The most powerful examples I’ve seen of this conscious language principle in action involve firmly embracing the specific audience that a writer wants to reach—using their preferred language, speaking directly to their values, and just generally engaging them by leaning into conversation with them (as opposed to hanging back and trying to avoid offending anyone). Yet this can be difficult for some scholars, most of whom were trained to remain objective and detached to a fault in order to be taken seriously in any academic context. Don’t confuse objectivity and evidence-based conclusions with cautious, imprecise writing that doesn’t engage.


For instance, I once edited a paper that looked at “neurodivergent” employees who were, in the actual study conducted, all employees with autism; the reluctance to use the clearest and most accurate term for study participants (and to acknowledge that many of these participants preferred to be described as “autistic”) was deeply confusing at various points in the paper, to the point of weakening the research’s value. 


Before you start any piece of writing, ask yourself: who do you really want to read this and why? Hint: “Top journal editors so I get published in their journal” isn’t going to lead to a very engaging manuscript! Dig deeper and get more precise. Identifying the ideal audience and main purpose of any document (e.g., “DEI scholars and leaders of DEI initiatives, so they understand exactly how to combat DEI backlash”) will always produce a stronger, more engaging paper.

 

  • Focus on respect


“Five of the participants were cancerous.”


That sentence stands out as jarringly insensitive, right? Not language we’d ever use to describe people with cancer (also not clear, so it breaks our first principle—cancer isn’t a single disease). And yet many health conditions are still regularly discussed with stigmatizing language. For instance, “has schizophrenia” is the same number of words as “is schizophrenic” but it makes a world of difference by identifying the person being described as a human being first, not a disorder. 


This is a common thread in conscious language: to grant people respect and dignity as human beings, even (especially) when we’re describing them in theoretical or empirical contexts. Words have the power to validate or invalidate someone’s identity and experience. For this reason, consider your writing and self-editing a time to really reflect on the meaning and nuances of the words you’ve chosen, including their historical and cultural connotations. 


Lastly, always consult multiple members of any communities that your research involves, even if you consider yourself a member of that community. Failure to do so can result in what’s often referred to as “ivory tower theorizing”: research on problems and experiences that ends up locked behind journal paywalls and esoteric language, where very few of the individuals affected by those problems and experiences will ever see it.  



In today's increasingly info-dense world, intentional language stands out. Your words aren’t just a means of communication: they shape perceptions, influence relationships, and reflect your values. In this way, conscious language use is crucial for fostering respect and understanding. 


However, it’s also worth noting that it’s okay to be unsure about the “best” wording choices; indeed, it’s natural, given that they change constantly. As long as we stay informed, flexible, and open to constructive feedback, we’re embracing the valuable aims of conscious language. 


Finally, this post wouldn’t be complete without acknowledging editor Karen Yin’s groundbreaking resource, The Conscious Style Guide (both the book and the site). I highly recommend checking it out to stay up to date on choosing clear, precise, and respectful terminology.

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