Supporting a National Broadcaster in using accurate and inclusive identity terminology

Summary:

A major national radio broadcaster approached the Trust for Records of Enslavement and Emancipation (TREE) for guidance on modern identity terminology. The organisation sought confidential advice on how to refer to ethnic and heritage identities in a way that was accurate, respectful and aligned with current guidance. This case study outlines how TREE supported the broadcaster and why this work matters for public communication.

The Challenge:

Identity terminology evolves quickly. Many institutions continue to use outdated collective labels that do not reflect modern understanding or community preference. Terms that once appeared administratively convenient can now feel reductive or inaccurate.

The broadcaster needed clarity on:

• Whether widely used umbrella labels were still appropriate

• How to refer to multi heritage communities responsibly

• How to avoid terminology that no longer aligns with UK policy or sector standards

They required guidance rooted in evidence rather than trend or opinion.

TREE’s Role:

TREE conducted a review of the broadcaster’s planned language and provided a clear set of recommendations. The support included:

• Advising against the use of outdated umbrella terms

• Replacing reductive labels with specific, identity affirming alternatives

• Encouraging terminology that reflects lived reality and community preference

• Aligning language with guidance from the Office of National Statistics (ONS), museum sector practice and TREE’s Words Matter Framework

Matt Johnston delivered all guidance discreetly, in line with the broadcaster’s request for confidentiality.

The Evidence:

TREE’s recommendations were grounded in:

• Current ONS terminology guidance

• Museum and heritage sector language standards

• Research on identity terminology used in education and public institutions

• TREE’s own Words Matter Framework, designed to prioritise clarity and dignity

Outcomes and Impact:

The broadcaster adopted the revised terminology, strengthening the accuracy and inclusiveness of its communication. This collaboration demonstrated TREE’s emerging national authority on identity language and highlighted the real world relevance of the Words Matter Framework.
The request also confirmed a wider need among public institutions for practical, evidence based guidance on responsible terminology.

Next Steps:

TREE will continue supporting organisations that seek clarity on identity language. Further resources will be released in early 2026 through the Words Matter Campaign to help educators, heritage sites and media organisations navigate modern terminology with confidence.