The use of gender-sensitive language in the marketing and PR industry

In a modern world, diversity and inclusion have become the key pillars of successful communication. As society evolves, our perception of sex and gender reaches new dimensions. Hence the need for the use of gender-sensitive language, which implies words, expressions, and constructions that include all gender identities and avoid gender assumptions, is being expressed more than before. Although in public there are conflicting opinions about its introduction in schools and textbooks, and about the extent to which it makes women more visible, its use is more and more present. Instead of traditional male and female stereotypes, gender-sensitive language has the goal to include, respect, and represent all diverse identities. In that context, gender-sensitive language becomes an indispensable tool for brands and organizations that want to connect with different groups of their target audience.

The rest of the article is available to read on the Kliping agency website.