Sometimes it seems that prejudice or specific types of bigotry need names or simple, one-word labels before they can be fully identified, recognized and hopefully eliminated from our minds and from our children’s minds.

A person may be less likely to discriminate against or persecute gays if that behavior gets him labeled as homophobic. He is less likely to refer to African-Americans by names that could identify him as a racist. And he will certainly be much more careful about speaking insultingly or belittling Jews if his speech brands him as anti-Semitic.

It may be partly because of these names — these labels, which we don’t want placed on ourselves — that we have become, over the last several decades, a far more sympathetic, empathetic and tolerant society. We are much more racially, religiously, and even geographically sensitive. Nowadays, insulting any group of people, or discriminating, or making-fun-of can cause one to get called some names himself — such as bigot, hate monger, chauvinist; or, more specifically, racist, homophobe or anti-Semite.

But, for reasons that are hard to understand, Mormons often seem to be an exception to this rule. In public forums and in private conversation, The Church of Jesus Christ of Latter-day Saints seems to be fair game for all kinds of slurs, jokes, sarcasm and even bitingly sarcastic and insulting Broadway musicals.

There would be little tolerance if some of the things that are said or written about Mormons were said or written about Jews or about gays or about blacks. But we don’t have a ready-made brand to put on those who slur or slight or single out Mormons. So maybe we need a name for those who do it — a name like Mormophobe or anti-LDSitite — some label that can be applied to those who insult or degrade or generalize negatively about Mormons whenever they feel like it.

And by the way, it’s not just outsiders or “non-Mormons” who ride this horse. As with most prejudice, some of the worst slurs, name-calling and disrespect come from within. Disaffected Mormons sometimes feel like they have special license to judge and criticize, much like some African-Americans feel they have a right to call other blacks by names that no one else should; or like Jews who assume they can tell Jewish jokes because they are Jewish, or gays who can gay-bash with tongue in cheek because they are gay.

“Political correctness” is a concept that often gets carried to extremes, but P.C. is a good thing when it causes us not to tolerate those who use words of prejudice. And when people’s words turn away from bigotry, perhaps their hearts will follow.

Part of this whole issue, of course, is that many Mormons are too easily offended. The problem results both from those who offend and from those who take offense. As an institution, the LDS Church has become much better at not taking offense and laughing with their detractors whenever possible — and even turning or spinning a negative into a positive. A classic example of this is "The Book of Mormon Musical," a monumentally profane work, certainly not without artistic merit, which the church could have taken as a huge insult. Instead, it warmed to the challenge with promos and publicity lines such as “You’ve seen the play, now read the book,” or “The book is always better.”

We were recently in London and many of the omnipresent red double-decker buses have full-length ads proclaiming “I (heart) Mormon.” It is in reference to the musical of course, but the LDS Church couldn’t buy better visibility.

Interestingly, the term “Mormon” itself was originally a slur — a derogatory nickname given to the members of the LDS Church by their detractors. Now, at least among many, it is a name of respect and admiration.

In our own speaking and travels throughout the world, we find much more understanding and appreciation for Mormons than we do criticism or cynicism. Generally, the world is becoming more tolerant of differences and less tolerant of those who slash or bash the race, the beliefs, or the orientations of people who are different from themselves. And as mentioned, the very best part of the overused idea of political correctness is that it often shames those who show prejudice toward or suggest superiority over any other group or category of human beings.

Let’s all hope that this general trend of more tolerance and respect extends itself more to Mormons; and that one day soon “Mormophobic” or “anti-LDSitism” or other labels will make it a little harder to get away with hating or judging or slandering or belittling any group for their faith traditions and the way of life they have chosen.

Above all, lets teach that kind of tolerance and respect to our children so that there will be less prejudice in each coming generation than in the generation before.

Richard and Linda Eyre are New York Times No. 1 best-selling authors and founders of JoySchools.com who speak worldwide on family issues. Their new books are “The Turning” and “Life in Full.” See valuesparenting.com or eyrealm.com.