The basis of such initiatives is a wrong understanding of the 'labeling effect' taught at the universities in the 60s, 70s and 80s. I bet you these people have got their education then.

Change a label and the bad connotation will stick to the new label within weeks whatever the good ideas for the change have been. Prejudices or 'labeling' do not go away with changing labels.

During my lifetime the official word for those who get government money to be able to live has been changed twice (and if I go a bit further back it has been changed three times). Very quickly, the social stigma got stuck to the new word. "Poor-help" became "welfare" then "social help" and is now "help to life support" or even "Hartz IV" (named after a manager). If the content doesn't change changing the container or the label on it never helps for long.

Wolfgang