Voice & tone
How we write at Kiwi.com.
We treat everyone with respect and without prejudice. Our diversity and inclusivity is our strength: it allows us to have ideas and solve problems from different perspectives and it increases competitiveness, creativity, and collaboration.
Write to be understood no matter what the reader’s cultural background is. Your content might be read by people who might be reading English as a second (or third or fourth …) language and it might be translated.
Idioms are often based on a particular culture and tend not be hard for people from other cultures to understand. Write using more universal language.
Slang can be harder for people with English as a second language to understand.
We write so everyone feels a part of what we’re saying. Make sure your writing includes everyone in its defaults.
Using language that sets the default to male can make people feel excluded. Use terms that include everyone, such as genderless terms. Feel free to use “they” in the singular for people of unknown gender.
When describing people, put the people first. Make exceptions for groups who prefer identity-first descriptions.
Make sure everything you write is accessible to everyone. Remember that not everyone sees your visual content, so communicate the message in various ways.
- Include various fallbacks for your content.
- Use emojis/images/and so on to make your textual content more interesting, but don’t replace words.