Only one official French dictionary, so far, has defined the term ( and was ridiculed for it ). But, as English-speaking Western cultures saw with the early use of “they” as singular in English, it has also raised much controversy. The pronoun “iel” – used to indicate a person without implying a gender – is being adopted by some groups in France. In a group of people, if only one is male, the word for the group is masculine. In the French language, masculine takes priority over feminine. Some countries dismiss inclusive language because it’s seen as a strictly Westernized idea. For example, many Arabic-speaking countries at the bottom of the Global Gender Gap Report aren’t pursuing language reform. And the reasons for that are varied and complex. Most marketers are aware that not all countries have evolved their views on inclusivity as Western nations have. CONSIDERATIONS ON A GLOBAL MARKETING SCALE Making sure your English source content is worded neutrally sets your inclusive marketing efforts on the right path before localization even begins. Even so, your company can still avoid gender bias. It’s important to understand that for some markets, it may be difficult (if not impossible) to apply the same inclusive language practices as locales that use non-gendered language. For example, the Language Council of Norway recently announced its support for the gender-neutral singular pronoun “hen.” Many languages also do not have gender-neutral pronouns, though some are being proposed and added to languages in various countries. Each noun is either masculine, feminine, or neuter, and gender is an intrinsic part of the grammatical structure. English also provides choices of titles (doctor, chairperson, engineer, fire fighter) that do not imply the gender of the human being conducting the role.īut many other languages (Spanish, German, Russian, and Portuguese, for example) are gendered. And it’s now accepted practice to use the plural “they” pronoun for a single person. Objects (ball, piano, machine) are not grammatically masculine or feminine. But some languages have gender built into their very fabric. Many brands are working to market globally with gender-neutral language. And that kind of people power is here to stay. Language reformists and social justice warriors are showing that generations-old assumptions about gender and identity need not apply in 2022. These small but impactful linguistic trends work to create a more welcoming and safe space for all, and that’s something we can all get behind. And pronouns are increasingly included on social media profiles and email signatures. Many stores are reevaluating the way they label bathrooms and toy aisles. In English, you may have noticed the sunsetting of biased terms like fireman and actress – both of which unnecessarily ascribe gender, exclude non-binary people, and perpetuate stereotypes. Besides being the right thing to do, inclusive business practices lead to happier, more productive, engaged staff and increased customer satisfaction.īut what does gender neutrality look like, linguistically? This lends itself to a more diverse, more rewarding human experience. Many companies are reevaluating the way they do business to take a more people-centered approach and avoid gender stereotypes, too. As a people-first certified B Corp, at Wordbank, we know inclusivity is critical for connection and belonging. Inclusive language, specifically gender-neutral, is not prejudiced, stereotyped, discriminatory, or limited to specific viewpoints – intentionally or unintentionally – no matter the situation. WHAT IS GENDER-INCLUSIVE LANGUAGE AND WHY IS IT IMPORTANT? But it’s an effort worth the time – particularly if your company is all about putting people first. Navigating these linguistic and cultural nuances on a global scale may seem daunting. For marketing localization, it’s important to understand the extent to which the local target culture is (or is not) embracing changes to their language to reflect gender inclusivity. But not all countries have adopted gender-inclusive language in the same way. Gender-inclusive marketing is becoming the norm in the US. Inclusive marketing campaigns are gaining traction as businesses recognize the need to engage with people authentically, intentionally, and without bias. But adoption of gender-inclusive language varies significantly from country to country, presenting forward-thinking global brands with significant challenges. Gender-inclusive language has become increasingly important in the US cultural fabric – as well as for marketers.
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