Inclusive language

Accessibility and inclusion are central to how we work. This means our writing should be clear, respectful and accessible to everyone, no matter their ability or background.

Accessible language removes barriers so customers and employees can get the information they need. Inclusive language treats all people with respect, dignity, and impartiality. It means we avoid stereotypes or wording that excludes certain groups. It also means using identity-affirming terms – the words people choose to describe themselves.

Open the English inclusive language guide.

Open the German inclusive language guide.

Inclusive and respectful communication means both avoiding discriminatory language and actively choosing affirming, inclusive terms.

As you write, ask yourself:

• Would this make sense to someone outside Zalando?

• Does this stereotype, or single out one group and exclude another?

• Could someone quickly scan this and still understand it?

• If someone can’t see the colours, images or video, is the message still clear?

• Is the markup clean and structured?

• Does it work well on mobile, or should I adapt it?

Use the links below to walk through the dos and don’ts, and check the Glossary for more guidance.

If it’s your first time here, read through the full guide as a primer. If you’re looking for something specific, use the links to open the right section, or use the “Ctrl+F” shortcut to search for a phrase.

Identity

• How we talk about gender, race and disability – English | German

Things we never say

• Words, phrases and mindsets we ban from our brand – English | German

Clarity and accessibility

• Using language and formatting that works for everyone – English | German

Internal: speaking to colleagues

• Keeping our language and culture inclusive – English | German

• The guide is in a new format, with the content organised by theme.