Hamburg:
Inconsistent, flexible or simple: sometimes this way, sometimes that way – this is how the results of the PR Trend Monitor 2024 by news aktuell and PER can be summed up when it comes to the use of gender language in professional communication. Because although many recognize the relevance of gender-sensitive language and corresponding guidelines exist in companies and agencies, the majority of respondents only partially apply these in their external and internal communication. 327 PR professionals and managers from Germany and Switzerland took part in the PR Trend Monitor survey.
52 percent of PR professionals say they only use gender-neutral language or gender-sensitive language in professional communication from time to time. Only a little more than a quarter (28 percent) use gender-neutral language consistently. In contrast, 5 percent do not use gender-neutral language at all and 13 percent do not plan to do so in the future. 2 percent of respondents say they will return to non-gender-neutral language in their communication.
Relevance recognized
The results also show that almost half (49 percent) attribute relevance to gender in communication and consider it to be very important or rather important. On the other hand, just over a third (35 percent) classify gender in external and internal communication as rather unimportant or completely unimportant. 15 percent of respondents, on the other hand, have a neutral attitude: for them, gender-sensitive communication is neither important nor unimportant.
Companies provide explicit guidelines
It is striking that significantly more than half of the companies and PR agencies surveyed (59 percent) already have explicit guidelines for gender-sensitive communication. This compares to 40 percent who still have no guidelines for gender-sensitive language in the company.
The pros and cons of gender-equitable language
Looking at the pros and cons in detail, the reasons for not using gender language and for using it can be traced back to both internal and external influences.
Those who do not use gender language cite the difficulty of reading the texts as the main reason (69 percent). Other reasons include a lack of conviction on the part of those responsible for communication themselves (45 percent) and management (42 percent). In addition, companies also avoid using gender language because they fear reservations from employees (41 percent) or customers (36 percent). Another 16 percent avoid gender language because there are no clear guidelines in the company and 8 percent lack the time to deal with the topic properly.
Fear of an increased need for internal coordination or failed test runs, on the other hand, are less likely to lead to the omission of gender language (5 percent each). Even less often, respondents cite a lack of knowledge about gender-sensitive language (3 percent) or a public shitstorm (2 percent) as reasons for omit-ing gender language.
Those who consciously use gender language in communication do so mainly to reflect their company values (46 percent) or because they see it as an advantage for addressing different target groups (43 percent). 35 percent each cite the conviction of those responsible for communications or social expectations as reasons. Many PR professionals also see advantages in gender-sensitive language for the company’s image and reputation (33 percent) and for employer branding (32 percent). Clear guidelines in the company and the expectations of employees (30 percent each) and customers (23 percent) also play a role. The conviction of management is also in the bottom third of the motives at 27 percent.
All results in detail:
Do you use gender-neutral and/or gender-sensitive communication in your external and internal communications?
– Yes, consistently 28%
– Yes, partly 52%
– No, not yet 5%
– No, not planned for the future either 13%
– No, no longer 2% in the future
How important is gender language or gender-sensitive language in your opinion?
– Very important 17%
– Rather important 32%
– Neither nor 15%
– Rather unimportant 13%
– Completely unimportant 22%
– Don’t know 1%
Does your company have explicit guidelines on gender-sensitive language?
– And 59%
– No 40%
– Don’t know 1%
Why does your company not use gender language or gender-sensitive language? (Multiple answers possible)
– Readability of texts is made more difficult 69%
– Does not correspond to the conviction of the communications managers 45%
– Does not correspond to management’s conviction 42%
– Employees reject it 41%
– Customers reject it 36%
– There are no clear guidelines in the company 16%
– There is not enough time to deal with the topic 8%
– Internal coordination needs increase sharply 5%
– Test run was not successful 5%
– Ignorance about gender language or gender-sensitive language 3%
– Fear of public shitstorm 2%
– Don’t know 3%
Why does your company use gender language or gender-sensitive language? (Multiple answers possible)
– Corresponds to corporate values 46%
– It pays to address different target groups 43%
– Corresponds to the conviction of the communications managers 35%
– Society expects it 35%
– It contributes to the company’s image and reputation 33%
– It pays 32% on employer branding
– There are clear guidelines in the company 30%
– Employees expect it 30%
– Corresponds to management’s conviction 27%
– Customers expect it 23%
– Don’t know 4%
Source: PR trend monitor from news aktuell and PER. Online survey in February 2024 among 327 communications professionals from companies, organizations and PR agencies in Germany and Switzerland.
Further results of our annual PR trend monitors can also be found on the news aktuell blog at
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