Our principles
We choose language that:
- Respects dignity – we avoid labels that define people by a single characteristic.
- Is easy to understand – no jargon or ambiguous terms.
- Fits the context – we use different terms depending on the type of service or communication.
- Is consistent – we use the same terminology within a page or document.
Preferred terms
Residents
Use residents for general communication about people who live in the area.
Example: We are improving services to better meet the needs of our residents.
Service users
Use service users when referring to people who use a specific council service, especially in policy, reports or social care.
Example: Feedback from service users helps us develop our adult social care plans.
Customers
Use customers for transactional services where people choose, book, or pay for something.
Example: Our customer service team is available 24 hours a day.
Community members, the community or stakeholders
Use these terms for engagement, consultations, or partnership working.
Example: We are asking community members for their views on the local plan.
Service-specific terms
Use more precise words when relevant to the service area:
- Tenants (housing)
- Parents and carers (children’s services)
- Carers (adult social care)
- Businesses (economic development and licensing)
- Learners (education services)
Terms to avoid
We avoid terms that can be unclear, outdated, or carry unhelpful implications.
- Clients – can sound overly clinical outside social care settings.
- Users (on its own) – ambiguous or open to misinterpretation.
- Vulnerable people – avoid defining people by a disadvantage; describe the situation instead.
- The public – acceptable sometimes, but often too broad or impersonal.
Examples of Better Alternatives
Instead of: Services for vulnerable people
Use: Services for people who need additional support
Instead of: Users of the library service
Use: Library service users or People using the library
Keeping our language inclusive
- Use plain English wherever possible.
- Avoid assumptions about people’s backgrounds, circumstances, or needs.
- Be specific when required, but sensitive in tone.
- Focus on what people experience, not what they lack.
Reviewing and updating
Language evolves. We will review this guide regularly to make sure our terminology reflects best practice and the needs of the community.