The Goal Is Not Perfection. The Goal Is Curiosity.
What Pride Month can teach communicators about authenticity, belonging, and the evolving nature of language
Communications professionals make their living through language. We spend our careers choosing the right words, understanding audiences, and helping organizations foster relationships. Yet one of the greatest challenges facing communicators today is that language itself is constantly changing.
Take the word queer. For many LGBTQ+ elders, it was used as a slur and carries painful memories. For many younger LGBTQ+ people, it has been reclaimed as an affirming umbrella term. Both perspectives reflect how language evolves.
As communicators, our responsibility is not to memorize an ever-changing glossary of terms. Our responsibility is to remain curious.
Too often, discussions about inclusive language become framed around the fear of getting something wrong. But the goal is not perfection. The goal is curiosity.
And that lesson extends far beyond LGBTQ+ communications. Language evolves because people evolve. The most effective communicators recognize that learning is not a one-time exercise. It's an ongoing responsibility.
There is also a strong communications case for this approach. Recent YouGov research found that 62% of Gen Z consumers say honesty is "very important" in a brand, followed closely by trustworthiness (61%) and consistency between what brands say and do (56%). They are less interested in perfection than they are in authenticity. What they want to see is evidence that people are listening, learning, and making a genuine effort to engage with the communities they serve.
Language is often one of the first signals of that effort. Thoughtful language communicates respect. It signals a willingness to listen. At its best, it creates belonging.
Communication and community share the same Latin root: communis, meaning "shared." The best communicators have never been solely focused on broadcasting messages into the void. At its core, communication is about creating common ground, helping people feel seen, understood, and connected.
Belonging is more than a communications objective. It has real-world consequences. The Trevor Project found that LGBTQ+ young people with access to at least one affirming space had 35% lower odds of reporting a suicide attempt in the previous year. While communications alone cannot solve the challenges facing LGBTQ+ youth, language is often one of the first signals people receive about whether they will be welcomed, respected, and understood.
Creating that kind of environment requires organizations to make learning safe. The most successful teams are not the ones that never make mistakes. They are the ones that encourage questions, create opportunities for dialogue, and recognize that understanding evolves over time. Organizations that prioritize learning are ultimately better equipped to communicate effectively.
Authenticity is not a campaign. It is not a checklist. And it certainly is not about chasing every new trend in language. Authenticity is a willingness to listen, learn, and adapt when the world around us changes.
Pride Month reminds us that language will continue to evolve. The best communicators will evolve with it, not because they fear getting it wrong, but because they understand that communication is ultimately about creating connection. And connection begins with curiosity.
