Language.
Because words matter.
Clear language isn’t about watering down the argument. It’s about making sure the argument gets heard by your audience.
Race and ethnicity data collection can become complicated quickly, but the reason it matters is actually pretty simple. The words we choose can either help people understand or make them skeptical and have negative connotations.
Make your purpose clear.
Before asking someone to support collecting information, make sure you’re answering four key questions.
#1 What are we trying to understand?
Start with the question or problem, not the dataset.
#2 Why do we need race and ethnicity information?
Explain what this information can reveal that might otherwise be missed.
#3 what will knowing this make possible?
Connect the information to a decision, solution, measurement, or ideal outcome.
#4 How will the information be protected and used responsibly?
Explain the safeguards and the public purpose.
Say this, not that
Small changes can make complicated ideas easier to understand.
Don’t repeat someone else’s frame. Return to the purpose and make an affirmative case.
Instead of leading with…
Try…
Information, facts, records, research, or findings.
“We need accurate information about the people who live in our communities.”
Data
More data
More accurate, complete, or specific information.
“We need enough detail to see differences that broad averages can hide.”
Data collection
Understanding what's happening.
“To improve health outcomes, we first need to understand who is experiencing different outcomes and where those differences exist.”
Disaggregation
Looking beyond the average or seeing differences that broad categories can hide.
“An overall average can hide important differences between communities. Looking more closely can show us where people’s outcomes are actually very different.”
Equity
Fairness, equal opportunity, removing barriers, or making sure decisions reflect what's actually happening.
“We need this information to understand whether people have the same opportunities – and where barriers are still getting in the way.”
open data
Public information that people can access and use.
“Appropriate public information should remain accessible to researchers, communities, and the public can understand what’s happening and evaluate the results.”
DEI
We can’t know whether everyone is being treated fairly if we don’t measure outcomes.
“This is about having accurate information. Businesses, researchers, healthcare providers, governments, and community organizations all use information about populations to understand what's happening and make informed decisions. Race and ethnicity are part of that picture, just like age, geography, employment, education, and other characteristics.”
Privacy
Personal information should be protected responsibly while appropriate public information remains available to help us understand communities and evaluate results.
experts say…
Research shows… / The information shows… / Here's what we know…
statistical disparities
Differences in people's experiences or outcomes.
representation
Making sure our information accurately reflects who lives here.
data quality
Making sure the information we use is accurate and dependable.
data infrastructure
The systems that keep reliable information available.
implementation
Putting the standards into practice.
Statistical standards
The consistent rules and procedures used to collect and report information.
Demographic data
Information about the people who make up a community.
WORDS THAT WORK
When in doubt, be clear and confident.
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Accurate
Does the information reflect reality?
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Specific
Can we see what broad averages might hide?
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Useful
What question does this information help us answer?
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Objective
Are we making decisions based on facts rather than assumptions?
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Transparent
Can people understand what is being collected, why, and how it’s being used?
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Accountable
Can the information help us understand whether institutions, policies, and investments are delivering results?
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Clear
Can someone who doesn’t work on the issue understand what we’re saying?
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Don’t force these words into every message. Use them as a gut check: Does my language make the information sound accurate, useful, understandable, and responsibly handled?