Why You Need to Stop Using Stakeholder (And What to Say Instead)

One of the perks of being a keynote speaker is attending a lot of conferences. As someone who’s committed to continual learning, I always stay to learn from the other speakers. This not only helps me connect with the audience (reading the room before I speak) but also keeps me current in my public relations practice.

A big learning for me – one that I implemented a couple of years ago, but still see many clients using - is removing the word stakeholder from my vocabulary.

While speaking at a national conference, several presenters spoke about the origins of the word stakeholderand how this is offensive to Indigenous peoples. A stakeholder was someone who drove a stake into the ground, claiming the land.  

Words matter

Reflecting on the origins of stakeholder was enough for me to stop using it immediately. As we continue to learn and grow, it’s important our vocabulary evolves as well. 

There are a number of words – many of which no longer deserve mentioning - that we have stopped using. Stakeholder should be added to this list, yet for some reason, it continues to be used by governments, educational institutions and large corporations that, frankly, should know better.  

I was recently scrolling through LinkedIn when I saw a job posting from a major university for a Senior Stakeholder Advisor. I immediately emailed a former colleague who works there, explaining why this was an offensive term and suggested the position title should be renamed.

I shared this wording from the Province of British Columbia’s website.

“‘Stakeholder‘ is a common corporate term for partners which has negative connotations to many Indigenous Peoples. When land acquisition was happening, this term referred to the allotment of land to settlers. Settlers were given wooden stakes to claim their plot of land prior to any treaty or land negotiations with Indigenous Peoples. It's more appropriate to refer to Indigenous Peoples as partners rather than stakeholders. Indigenous Peoples are not stakeholders; they're Aboriginal rights holders whose rights are protected under the Constitution of Canada.”

·      Source: Province of BC, Terminology in Indigenous content

While this explanation specifically relates to working with Indigenous people, why use the word at all? Speaking with other communicators, the common consensus is to simply use alternative words.  

Alternative words

Thankfully, the English language offers many alternative words for stakeholder, including:

·      Partner

·      Rights holder

·      Participant

·      Interest holder

·      Potential beneficiaries

·      Collaborators

·      Community members

·      …and more  

Another term I recommend avoiding (which I admit to using for years) is target audience. Again, think of what this means in literal terms. Is this really the association we want to make with people?  

Instead, I use priority audience or ideal audience.  

Teach others

As I mentioned, the terms stakeholder and target audiences come up frequently in both my speaking and consulting work. Each time this happens, I take it as a learning opportunity.

In the fall, I spoke at a national conference for municipal communicators about How to Write a Strategic Plan That People Will Actually Read. The term stakeholder is found throughout many strategic plans.

As part of my presentation, I had the word stakeholder on a slide, crossed out and replaced with the word partners. I then used this as an opportunity to help educate others (paying it forward) on why they should no longer use this term.  

Over the next two days, four presenters had the word stakeholder in their slides. Each time, they sheepishly apologized and used another word. A few presenters even thanked me for helping them look more closely at the words they use.   

Be intentional

Knowing that words have power, it’s important that each of us reflects on and be intentional with the words we use. Just because others may be using a certain term or words, doesn’t make it acceptable.

As a mom of a neurodivergent child, I’m continuing to learn how to be respectful when I communicate. Even though I wrote a booknpatientadvocacy.com/books with the term special needs in the title, I now use the word disabilities. I’m also quick to correct people who use the term Asperger’s to use Autism, and not refer to people as high or low functioning (as we all move through the spectrum).

While I’m not trying to be the “word police,” I also feel it’s important to share personal learnings. If it hadn’t been for those presenters highlighting the problems with using stakeholders, I wouldn’t have known to update my own vocabulary.   

New path forward

When it comes to updating our vocabulary, it’s not just about being politically correct but being mindful of the impact our words have on others. Language shapes perception and can either empower or marginalize communities.

By adopting more respectful, inclusive terms, we can help create a more thoughtful, considerate community for everyone.

The change may feel small, but it’s part of a bigger shift toward greater awareness and respect.

So, the next time you find yourself reaching for the word stakeholder, try an alternative. And as you continue to learn, pay it forward by helping others do the same.