Blog
Lost in translation: Navigating gendered language in global communications
The world is constantly changing and, as it does, language evolves alongside it. Slang comes and goes with every generation, the meanings of words shift, and entirely new words are introduced into our vocabulary.
Our languages are also heavily influenced by societal changes. As we become more inclusive and open, certain words and phrases that seemed innocuous before are found to be harmful or disrespectful. Over recent years, a particular area of development has been our approach to gender identity and a growing acknowledgement of the negative influence of gendered language.
For businesses operating internationally, across diverse cultures where the approach to language has changed at different paces, this presents a unique challenge: how can they continue communicating effectively with their target audiences while remaining respectful and inclusive?
Understanding the difference between grammatical gender and gendered language
As a starting point, it is important to remember that grammatical gender and gendered language, while often intertwined, aren’t the same thing.
Grammatical gender refers to a system of noun classification that features in many languages, including romance languages like Spanish, Italian, and French. Nouns within this system are assigned a gender (male, female, neuter, etc.) which then affects the forms of associated articles, adjectives, and pronouns.
While there is an argument to say these classifications still influence a masculine bias within society (there is an interesting article on the subject written for the BBC culture website here), grammatical genders are for the most part arbitrary.
Gendered language, on the other hand, is when words directly reference people’s gender – often in situations where it isn’t necessary to do so. These include words like waitress, policeman, stewardess etc, as well as using gendered terms for groups of people, such as ‘ladies’ and ‘gentlemen’ or ‘guys’ and ‘girls’.
The use of gendered language in unnecessary scenarios has been shown to reinforce negative stereotypes and, as we make strides towards achieving equality, is something we should try to avoid.
Gender neutrality at an international level
Achieving gender neutrality in global communications requires a deep understanding of cultural contexts. While some cultures may readily embrace gender-neutral language, others might be more deeply rooted in traditional gendered forms – particularly those where gender is more deeply ingrained within the language itself.
For international businesses, this means adopting a sensitive and adaptable approach, guided by some key considerations:
- Research and consultation: Before entering a new market or communicating with a new audience, conduct thorough research into the local norms and attitudes towards gendered language. Engage with experts native to the area to help localise your approach and avoid potential missteps.
- Language adaptations: When translating materials, prioritise gender-neutral alternatives whenever possible. For instance, using inclusive terms like ‘team members’ or ‘personnel’, instead of gender-specific terms like ‘manpower’, will prevent your communications perpetuating the use of gendered language – putting you on the right side of this social movement.
- Pronoun sensitivity: In languages with grammatical gender, opt for neutral phrasing or consider using both the masculine and feminine form to ensure inclusivity. Alternatively, explore the use of gender-neutral pronouns if they exist in the target language (while these can be found in most countries, they are not always well recognised, so this is again something worth discussing with a local expert).
- Visual representation: Imagery and visual content should also reflect gender diversity and avoid reinforcing stereotypes. Depict people of all genders in various roles and situations, promoting a balanced and inclusive representation.
- Continuous learning: Keep in mind that the landscape of language is constantly evolving. Stay informed on best practices in gender-neutral communication and encourage feedback from diverse audiences to prepare your business to adapt its approach as needed.
The benefits of gender-neutral communication
Embracing gender neutrality in international communications is not just about political correctness; it offers tangible benefits for businesses. By demonstrating a commitment to inclusivity, you can strengthen your brand image and resonate with a broader audience.
Additionally, in consciously adopting a more inclusive way of communicating outwardly, you can help develop a workplace culture that values inclusivity and respects gender identity – boosting employee morale and productivity.
