Words matter, especially when it comes to talking about people with disability. For small businesses in sectors like retail, events, and hospitality, adopting inclusive communication and the right language is not just a courtesy but a crucial element of customer service.

Whether potential customers with disability are researching your services online, purchasing products, or participating in events, the language you use plays a role in shaping their experience.

People With Disability Australia (PWDA), the country’s leading disability rights and advocacy organisation, emphasises the power of language in its Language Guide. Developed by individuals with disability, this guide offers valuable insights and practical advice to ensure respectful and empowering communication.

The top 5 takeaways from PWDA’s Language guide for a small business owners are:

1. Focus on access requirements: the most important question you can ask, in person and online, is ‘do you have any access requirements?’ Diagnosis is not important. Access and how you are prepared to act inclusively is.
2. Respect language preferences: recognise that both person-first (“person with disability”) and identity-first (Autistic person) language can be appropriate. The preference varies among individuals and communities. It’s important to respect these preferences in your communications. When in doubt, ask the individual how they prefer to be referred to, or follow their lead in how they refer to themselves.
3. Steer clear of patronising language: avoid terms that sound patronising or that diminish the person’s dignity, such as “special needs” or “handicapped”. Stick to language that respects their capabilities and contributions like “person with disability”.
4. Avoid negative stereotypes: steer clear of language that portrays people with disability in a negative light. Instead of saying someone is “suffering from” a condition, you could say they “have” a disability. This avoids creating a narrative of helplessness or suffering.
5. Ask for preferences: when in doubt, ask individuals how they prefer to be described or referred to. People have their own preferences for how they discuss their disability, and respecting these preferences is key to respectful communication.

By aligning with the tips above, small businesses can offer an inclusive and positive experience for all customers and employees, fostering a welcoming and supportive environment. It doesn’t need to be difficult or over-complicated, often adapting language can be one of the easiest ways to ensure accessibility within your small business.