Inclusive language supporting cultural diversity

National identity and our customers

Sometimes we learn by getting things wrong. We found ourselves using the term Australians in our marketing.

Although Future Super’s product is specific to Australia, not everyone what has super is Australian. Many migrants work in Australia and accrue super. It’s worth remembering that we represent these people too and while it can be easy to slip into the habit of referring to ‘Australians’ in our marketing, many of our members don’t identify with the term.

Anti-Racist Language

Encouraged

+ People of colour

+ Black people; Blak people;

+ BIPOC (this term is not as common nor entirely accurate in Australia. Read 📖 Why ‘Blak not Black?)

Avoid

+ “Non-white people” because it makes being white the baseline.

+ Using "Australians" to refer to all people living in Australia

+ Racial slurs: things like the n-word are no-brainers but words like g*psy/ g*pped have a long history or racist oppression that isn’t always well understood by those using the terms.

+ Racial stereotypes (E.g. “Oh your nose isn’t that big I wouldn’t have known you were Jewish”)

Continue to 'Inclusive language for talking about disability and people with disability'.