Is Your Brand Voice Gender-Neutral?

In a constantly evolving world, how do you keep your brand voice current without alienating your audience? It’s a big question for many marketing professionals, e-commerce marketplace owners, and start-up founders. If you’re thinking about incorporating gender-neutral language, you’re not alone! More and more brands are making the move.

Did you know that in languages like Finnish, Estonian, Hungarian, and Basque, genderless language is already the norm? There are no gendered pronouns—everyone’s simply referred to with neutral terms. For example, Finnish uses the pronoun “hän” for both “he” and “she.” But if your marketing copy is written in more gendered languages like French, Spanish, or Italian, things are a little more complicated. Let’s take a closer look at how gender-neutral language is evolving across Europe.

Gender-Neutral Language across Europe (and beyond)

When it comes to gender inclusivity, some countries are ahead of the curve. Sweden, for example, formally introduced the gender-neutral pronoun “hen” in 2015, which has since been widely accepted in both informal and formal language use. Similarly, in the Netherlands, the pronoun “hen” is gaining traction as a gender-neutral option. The UK too is increasingly using the singular “they” to reflect a more inclusive approach to language.

Outside Europe, Canada has been a leader in promoting gender-neutral terms, particularly in government communication and official documents. However, not every language has adapted as quickly. Romance languages, like French, Italian, and Spanish, with their deeply ingrained grammatical gender structures are more complex. And in French, while the push for une écriture inclusive aims to make the language more gender-neutral, it has been met with resistance from the Académie Française (which called it an “aberration” putting the French language in “mortal danger”) and beyond.

In Germany, where nouns are divided into masculine, feminine, and neuter, gender-neutral language is emerging in the form of the Gendersternchen (gender star), such as Schüler*innen (students), but acceptance varies widely – with some cities administrations such as Hanover actively promoting gender-neutral language for over 20 years, and Bavaria…well, not.

So, while some cities, countries and brands are leading the charge, others are still figuring out how to integrate gender neutrality into their voice, making translation and website localisation all the more challenging for brands that operate across multiple markets.

The Brand Benefit of Gender-Neutral Language

Across Europe, gender-neutral language is gradually becoming part of how brands position themselves as socially conscious. Brands that position themselves as inclusive are quickly becoming leaders in both social awareness and thought leadership. When your brand uses gender-neutral language, it signals that you’re up to date with social movements and that you care about diversity and inclusion. This resonates strongly with consumers, especially younger generations who are more likely to support brands they feel represent their values.

Studies show that 75% of #GenZ prefer brands that reflect diversity and inclusion. If you’re active on social media, you’ll know that customers are increasingly following brands they identify with. For example, brands like Ben & Jerry’s and H&M have put inclusivity centre-stage in their marketing campaigns, and it’s paying off in terms of customer loyalty and social engagement.

The Diversity and Inclusion Dollar

But it’s not just about being socially conscious—there’s also a commercial benefit to adopting gender-neutral language. According to research, 65% of US consumers globally say they want brands to show greater commitment to diversity and inclusion in their advertising. In Europe, this trend is especially strong, with more consumers choosing to spend their money on brands that reflect their values.

Take ASOS.com , a UK-based online retailer that has embraced gender-neutral fashion and inclusive language on its website. Not only has ASOS grown its brand loyalty, but it has also reported significant increases in revenue from younger, more diverse customer bases.

How Different Languages Are Approaching Gender-Neutral Language

So, how are individual languages adapting to become more inclusive?

• The French debate around l’écriture inclusive continues, with progressive institutions adopting gender-neutral writing, using terms like “iel” (a combination of “il” and “elle”) and midpoints (for example, étudiant·e·s).
• The German gender star or Gendersternchen is becoming more common, particularly in young brands, corporations and progressive universities.
• The use of the singular “they” has become the norm in many English-speaking countries, particularly in the UK, where major publications and brands are adopting gender-neutral language to be more inclusive.
• Efforts to introduce gender-neutral language in Spanish include replacing the “o” or “a” with an “e” (e.g., amigues instead of “amigos” or “amigas”) with younger generations leading the charge in pushing for these changes.
• As a romance language, Italian is still heavily gendered, but there are burgeoning efforts to use symbols like the schwa (ə) to represent gender neutral forms.
• The use of “hen” as a gender-neutral pronoun in Dutch is becoming more widespread, with many public and private organisations adopting it in official communications.

While some markets may be more advanced than others, and some languages may have a harder time of it than others, the trend toward adopting gender-neutral language in marketing copy and branding is undoubtedly growing, especially among companies that position themselves as inclusive and forward-thinking.

When Gender-Neutral Language Might Not Be Suitable

Of course gender-neutral language isn’t always the best fit for every audience or type of copy. And brands need to carefully assess their target demographics and the cultural context before adopting it.

Older Audiences and Regional Preferences

In markets with older or more conservative demographics—like certain regions of France, Germany, Spain or Italy—gender-neutral language may feel unfamiliar or alienating. Traditional, gendered language often resonates better with these audiences, who may view inclusive forms as overly modern or confusing. In luxury or fashion sectors, gendered language like “monsieur” and “madame” is often used to maintain the brand’s tone and appeal.

Overly Complicated Copy

Forcing gender-neutral terms into highly gendered languages like Italian or Spanish can make copy cumbersome. Creating gender-neutral versions of calls to action (CTAs) or brand headlines for example can risk making them less engaging. But of course, there are normally always simple, gender-neutral, universal alternatives that engage consumers while also maintaining readability.

Conclusion: Is Gender-Neutral Language Right for Your Brand?

Using gender-neutral language has clear social and commercial benefits, but it’s not always the right approach for every market or brand. While it can help position your brand as inclusive and modern, it can also create a distance with your customer in some more conservative regions. That’s why it’s crucial to have a localised strategy that takes into account the nuances of each language and culture.

At WeWrite, we love engaging on these topics. If you’re wondering what’s best for your brand, or if you’ve some interesting translation stories to tell, we’d love to hear your thoughts.