Why gender-neutral language might be your brand's next bold move

This illustrates that language is not just a tool that we use whenever it suits us. The opposite is also true: language influences our thinking. And this is no less true in the area of gender.  

When we read generic terms that sound more 'masculine', our brain automatically chooses the male interpretation. Strange, isn’t it? This reinforces the cliché already ingrained in our minds. Not only does it make other genders invisible, it also makes some readers feel excluded - which is exactly what you want to avoid at all costs, as a brand or organization, right? In this case, gender-neutral writing could be the solution. 

- ‘Every freshman student has the right to an education that matches his potential.’ 

- ‘Make it clear to your new employee what is expected of him on his first day.’ 

- ‘In principle, it is the user who applies, regardless of whether he has a protection status.’ 

Do you notice anything in the sentences above? Although the gender of the subjects is not specified anywhere, we still use the pronouns 'he' and 'him'. This is often done unconsciously, out of habit. Gender-neutral (or gender-inclusive) writing involves avoiding such wording. You adapt your language so that women, men and people who identify with neither can identify with your text. 

Broadly speaking, it's about replacing gendered words with a neutral alternative. Think of words like 'boys and girls', 'ladies and gentlemen' or 'mothers and fathers'. 

There are several ways to get around gender-specific language in your texts. Sometimes you may see ‘he/she’, but that doesn't really read smoothly. Try one of these tips instead: 

- Address the reader directly (if possible) 
We expect every resident to take out his own rubbish. 

→ We expect you to take out your own rubbish. 

- Use the plural 
A headmaster should allow his teachers to retrain. 

→ Principals should give their teachers the opportunity to retrain. 

- Omit the pronoun (if possible) 
A headmaster should give his teachers a chance to retrain.  

→ A headmaster should give teachers a chance to retrain. 

- Use general terms 
Your wife/husband → your partner 
Fireman → firefighter 
Mankind → Humanity, human beings 

- Use neutral pronouns 
To avoid readers feeling left out, you can also use neutral pronouns. However, these are not yet fully established. So first ask yourself whether this is a good solution for your target audience. 

The rule is: 

he/him → they/their 
she/her → they/their 
his/hers → theirs 

Some examples: 

• “A student on Zoom can turn his camera off.”→ “Students on Zoom can turn their cameras off.” 

• “Dominique is a gender-fluid person. They are from Hasselt and enjoy steak and fries.” 

• “That is her book.” → “That is their book.” 

By writing gender-neutral, you can broaden readers' perceptions and break down stereotypical male or female roles. By doing so, you contribute to gender equality. There is also an increasing emphasis on inclusivity, a trend you can clearly see in contemporary advertising campaigns. 

But while this is definitely a positive change, you should not suddenly see gender-inclusive language as some kind of obligation. The important thing is that it fits your brand and what you are communicating. 

Are your texts perfectly gender-neutral, but does the rest of your communication not exude that? Always be aware that younger generations in particular may be critical when you are not communicating consistently, which could harm your credibility.  

In many cases, gender-sensitive writing is a better term. Be aware of certain wording and how deeply embedded they are in our habits. Avoid an abundance of masculine terms when they’re not necessary. 

Whether or not you choose to write gender-neutral is up to you. Either way, if you choose to write gender-neutral, always try to be consistent. 

Need advice on writing gender-neutral? Wondering if gender-neutral language is right for your brand or organisation? Our experts will be happy to advise you.