With over eight billion people sharing this planet, inclusivity is no longer optional—it’s essential. As societies evolve and global conversations become more interconnected, the way we use language shapes not only our interactions but also our understanding of identity, equality, and belonging.
If you can name it, you can change it
“If you can name it, you can change it.” This is the principle behind Dizionario di genere. Definizioni e relazioni per la comprensione dei fenomeni legati al genere, the first technical dictionary entirely dedicated to gender issues, written by Marzia Camarda and published by Settenove Edizioni. The book brings together over 2,400 entries that explore the intersections of language, culture, and power, offering readers the tools to recognize and rethink the gender dynamics embedded in everyday communication.
Camarda’s project isn’t just about words, it’s about awareness. The Dictionary of Gender constructs a network of interconnected definitions that help readers trace how meanings, biases, and stereotypes travel across disciplines. By naming things, identities, inequalities, or behaviors, it becomes possible to expose and transform them.
The power and responsibility of words
As experts in communication often remind us, words can build bridges, or walls. Language has the power to include or exclude, empower or diminish. Yet, some still underestimate its impact on real lives. Expressions such as “you’re so gay” or gendered slurs may seem trivial to some, but as the Stonewall Education Guide notes, three quarters of primary school teachers report hearing these phrases in their classrooms. When such language goes unchallenged, it normalises discrimination and undermines young people’s sense of belonging and self-worth.
Sexist language is another reflection of systemic inequality. As journalist Patrick Strudwick wrote in The Guardian, “There is no emancipation for gay people without the universal liberation of women.” The link between sexism, homophobia, and transphobia is undeniable—challenging one means dismantling them all. This is why inclusive language isn’t a trend; it’s a tool for cultural change.
From words to action: the role of brands
Language doesn’t just live in classrooms or books, it’s also at the heart of marketing and storytelling. In an age where consumers expect brands to stand for something, inclusive marketing has become both a moral and strategic imperative.
When Coca-Cola released its 1971 ad featuring people from around the world singing on a hilltop, it wasn’t just selling soda, it was selling unity. Decades later, brands like Nike are following suit. Their campaign celebrating pregnant athletes was a bold statement that women’s strength and ambition don’t end with motherhood. Though Nike initially faced criticism for past practices that penalized pregnant athletes, the company responded by changing its contracts, a tangible reminder that inclusivity must be more than a slogan.
Studies show that inclusive campaigns drive stronger engagement, especially among Gen Z and Millennials, who are drawn to brands that share their values. But as the Nike example proves, inclusivity can’t be performative. It requires genuine commitment to the principles a brand promotes.
A shared mission: naming, understanding, transforming
The work of Marzia Camarda and Settenove Edizioni mirrors the same philosophy that underpins effective inclusive marketing: awareness begins with language. By redefining the words we use to talk about gender, identity, and power, we lay the groundwork for a more equitable society, and a more authentic form of communication.
In a world increasingly dominated by digital voices, influencers, and corporate messaging, every word counts. Whether it’s a dictionary entry or a marketing slogan, language shapes perception. It tells people whether they belong.Embracing inclusive language, at school, at work, or in advertising, isn’t just a social gesture. It’s an act of cultural design.
It’s how we name, understand, and ultimately change the world.
