Adopting gender-inclusive language by design: The Infinite Guide

Fostering a gender-inclusive environment has become a crucial aspect of running a successful business.

The language we use in our communication plays a significant role in promoting diversity, inclusivity, and equality. By incorporating gender-inclusive language, companies can demonstrate their commitment to embracing all individuals and creating an environment where everyone feels valued and respected.

Today, I want to share the concept of inclusive language, and how it can positively impact your business, and the community! We will explore practical strategies for making your business communication gender inclusive, with a focus on industries such as finance, healthcare, hospitality, leisure, and transport.

Understanding Gender-Inclusive Language

Gender-inclusive language is a form of communication that avoids assumptions based on gender stereotypes. It aims to be inclusive of all genders and promotes equality by acknowledging and respecting individual identities.

Let’s explore some examples of gender-inclusive language that can be applied across various industries:

• Finance Industry: Instead of addressing customers as “Sir” or “Madam,” use gender-neutral terms like “Valued Customer” or “Esteemed Client.” For example, “Welcome to our esteemed clients. How may we assist you today?”
• Healthcare Providers: Replace gender-specific terms with neutral alternatives. Instead of using “male nurse” or “female doctor,” use “nurse” or “doctor.” Emphasize qualifications and skills rather than gender.
• Hospitality: Use inclusive terms like “guests” or “patrons” instead of “ladies and gentlemen.” For example, “Good evening, guests. We appreciate your presence and are here to assist you.”
• Leisure: In event promotions, avoid using gendered terms such as “ladies’ night.” Instead, opt for gender-neutral phrases like “inclusive night for all” or “everyone is welcome.”
• Transport: Instead of addressing passengers as “sir” or “ma’am,” use gender-neutral terms like “passenger” or “traveler.” For example, “Attention, passengers. We appreciate your cooperation and hope you enjoy your journey.”

Healthcare Email Example

As CloudAnalysts are leading experts in email communication, let’s put things in the context of email! Here’s an example of a regular email text from a healthcare provider to a patient:

Here’s an example of a regular email from an insurance company to someone who has a healthcare insurance policy:

Verbal Communication and Inclusive Language

Verbal communication is an integral part of normal business interactions. By adopting gender-inclusive language in your conversations, you can create a more inclusive environment, internally as well as externally.

Here are some suggestions:

• Train Employees: Provide training sessions to educate employees about the importance of gender-inclusive language and provide them with practical examples specific to your industry. Encourage open discussions and answer any questions they may have.

• Use Gender-Neutral Terms: Replace gendered greetings like “sir” or “madam” with inclusive alternatives like “hello” or “good morning.” Address individuals by their preferred name or use gender-neutral terms like “everyone” or “team.”

• Practice Active Listening: Pay attention to how others address themselves or others and follow their lead. If someone shares their pronouns or preferences, make a note of it and incorporate that information in future interactions.

• Avoid Stereotyping: Be mindful of assumptions or stereotypes based on gender. Focus on individual capabilities, experiences, and accomplishments rather than attributing certain traits to a specific gender.

• Encourage Feedback: Create a culture where employees feel comfortable providing feedback on language usage. Regularly seek input from your team and implement changes based on their suggestions.

Fostering an inclusive business environment is essential for success.

By prioritising gender-inclusive language in your communication, you can demonstrate your commitment to diversity, equality, and respect. Regardless of the industry you operate in, embracing inclusive language helps create an environment where all individuals feel valued and included. So, let’s prioritise gender-inclusive language and watch our businesses thrive in an inclusive and equitable future.

Adopting Inclusive Language in Written Communication

Written communication, including emails, reports, and marketing materials, provides ample opportunities to incorporate gender-inclusive language.

Updating your web forms and your Salesforce CRM (or other CRM system) is crucial for collecting gender-inclusive data and ensuring that you ask prospects the right questions.

Tips for inclusive writing

Questioning Approach

Start by evaluating the questions you currently ask on your web forms. Consider whether they are necessary for your business objectives and if they inadvertently assume a binary gender framework. Review each question and determine if it can be modified to be more inclusive or if it can be removed altogether.

Avoid Gendered Titles

Instead of using “Mr.” or “Mrs./Ms.,” use gender-neutral titles such as “Dr.,” “Prof.,” or “Mx.” If uncertain about someone’s preferred title, it’s best to use their full name.

Be Gender-Neutral

Whenever possible, use gender-neutral terms like “personnel,” “spouse/partner,” or “representative” to avoid making assumptions about someone’s gender identity or personal relationships.

Gender-Inclusive Options

Instead of relying on binary options like “Male” or “Female,” provide a broader range of gender-inclusive choices. Include options such as “Prefer not to say,” “Non-binary,” or “Other,” accompanied by an open-text field where individuals can specify their gender identity if they wish to.

Pronoun Preferences

Familiarise yourself with gender-neutral pronouns like “they/them” and practice using them in email, or a webinar, when appropriate. For instance, “If anyone has questions, they can reach out to me.”

In your form, you could incorporate a section where prospects can specify their preferred pronouns. Offer options such as “He/Him,” “She/Her,” “They/Them,” or “Other,” allowing individuals to self-identify according to their preferences. This information can be valuable for personalised communication and demonstrating respect for their identity.

Also include your pronouns in your email signature or professional profiles to encourage others to do the same. This practice normalises the sharing of pronouns and respects individual gender identities.

Update photos, illustrations and icons

Review your illustrations and photos: what do they say?

Sensitivity and Privacy

Make it clear that providing gender information is optional and emphasise your commitment to privacy and data protection. Assure prospects that their data will be handled securely and that it will only be used for appropriate purposes, respecting their privacy preferences.

CRM Integration

Ensure that your CRM system is capable of capturing and storing gender-inclusive data. Modify the data fields in your CRM to accommodate diverse gender identities, pronoun preferences, and any other relevant information you choose to collect. This enables your team to access accurate and inclusive data when communicating with prospects and customers.

Staff Training

Educate your sales and customer service teams on the importance of gender inclusivity and how to use the collected data appropriately. Provide guidelines on respectful communication, pronoun usage, and avoiding assumptions or biases based on gender identity.

Here to Help

If you want more technical help on how to reconfigure your Salesforce CRM and/or marketing automation platform such as Salesforce Marketing Cloud, Pardot, Hubspot, DotDigital, CampaignMonitor, Emma, aWeber and others, feel free to reach out to us.

We can quickly help you set up with gender inclusive communications, updating your email templates and web forms to be more gender inclusive and respectful of individual identities, adding pronouns to page layouts and developing an overall plan of action for your HR or other responsible team to enforce gender inclusion going forward.

Of course, if you have other marketing automation questions, particularly around marketing cloud an Pardot, technical or otherwise, we would be glad to advise and support you too.

Last Updated on June 7, 2023