How Inclusive Language Skills Impact Your Brand with Dr. Suzanne Wertheim

Branding Room Only with Paula T. Edgar

A single word can carry a lot of weight. In an increasingly diverse world, we need experts like Dr. Suzanne Wertheim who know how to navigate inclusive language in ways that can promote connections and get past resistance.

Suzanne is a linguistic anthropologist and author of The Inclusive Language Field Guide, which outlines six principles to help you avoid painful and sometimes costly communication mistakes. She emphasizes the role of science-based approaches by applying linguistic anthropology to modern, real-world communication problems.

In this episode of the Branding Room Only podcast, you’ll hear about the significance of empathy and accountability in communication and how problematic language affects individuals, companies, and brands. Suzanne will give real examples of the consequences of using exclusive language and mitigating the impact when you communicate in an insensitive fashion.

00:55 - The role of alignment in personal branding and why Suzanne uses the words curious, educational, and perfectionist to describe herself

4:41 - Suzanne’s favorite quote that emphasizes the contradiction and complexity of human nature, songs that hype her up, and the silver lining gift the world gained from the African diaspora

10:37 - How Suzanne grew up with a very New York City orientation (and still has a lot of it in her) despite living in California for about as long

15:23 - Why Suzanne left tech, became interested in linguistic anthropology, and decided to branch away from professorship and out into the world

19:50 - How Suzanne sneaks under other people’s resistance radar

23:08 - How Suzanne became a national expert on inclusive language and the empathy deficit that leads to resistance

30:47 - What drove Suzanne to write the Inclusive Language Field Guide

35:35 - How Kellogg’s CEO damaged his brand with insensitive comments and the two words that tanked a $4 million sale

39:55 - How a multi-million dollar sale was saved thanks to an apology and recognition of exclusive language impact

44:04 - How inclusive language is like a design challenge and intersects with communication and understanding cultural differences

54:12 - How Suzanne incorporates animals into her branding for fun, why she’ll always bring the social science, her surprising Branding Room Only attribute

Connect With Dr. Suzanne Wertheim

Suzanne Wertheim, PhD | LinkedIn

Worthwhile Research & Consulting

Mentioned In How Inclusive Language Skills Impact Your Brand with Dr. Suzanne Wertheim

Inclusive Language Field Guide: 6 Simple Principles for Avoiding Painful Mistakes and Communicating Respectfully by Suzanne Wertheim, PhD

Sponsor for this episode

This episode is brought to you by PGE Consulting Group LLC.

PGE Consulting Group LLC is dedicated to providing a practical hybrid of professional development training and diversity solutions. From speaking to consulting to programming and more, all services and resources are carefully tailored for each partner. Paula Edgar’s distinct expertise helps engage attendees and create lasting change for her clients.

To learn more about Paula and her services, go to www.paulaedgar.com or contact her at [email protected], and follow Paula Edgar and the PGE Consulting Group LLC on LinkedIn.

Chapters

1. How Inclusive Language Skills Impact Your Brand with Dr. Suzanne Wertheim (00:00:00)

2. The role of alignment in personal branding and why Suzanne uses the words curious, educational, and perfectionist to describe herself (00:00:55)

3. Suzanne’s favorite quote that emphasizes the contradiction and complexity of human nature, songs that hype her up, and the silver lining gift the world gained from the African diaspora (00:04:41)

4. How Suzanne grew up with a very New York City orientation (and still has a lot of it in her) despite living in California for about as long (00:10:37)

5. Why Suzanne left tech, became interested in linguistic anthropology, and decided to branch away from professorship and out into the world (00:15:23)

6. How Suzanne sneaks under other people’s resistance radar (00:19:50)

7. How Suzanne became a national expert on inclusive language and the empathy deficit that leads to resistance (00:23:08)

8. What drove Suzanne to write the Inclusive Language Field Guide (00:30:47)

9. How Kellogg’s CEO damaged his brand with insensitive comments and the two words that tanked a $4 million sale (00:35:35)

10. How a multi-million dollar sale was saved thanks to an apology and recognition of exclusive language impact (00:39:55)

11. How inclusive language is like a design challenge and intersects with communication and understanding cultural differences (00:44:04)

12. How Suzanne incorporates animals into her branding for fun, why she’ll always bring the social science, her surprising Branding Room Only attribute (00:54:12)