Spread Group’s Guide to Gender-Inclusive Language

Some may perceive gender-sensitive language as cumbersome or even aggravating, yet it is easy to adopt a positive approach when bearing a few ruses in mind. Language is a symbolic means of referring to objects and ideas, and as such of vital importance for anyone – and also commercial companies – to assume responsibility when considering the choice of words. Of course, the same is true for imagery. At Spread Group, Felicitas Kermarrec has attended to the matter as she spearheaded an initiative to define a company-wide standard of gender-appropriate language. In doing so, she put her team of 30 permanently appointed and freelance members on course to writing in a more inclusive way when creating content across the platform’s 13 languages of Spread Group’s various brands.

Looking back on some 15 years of professional experience in localization, translation, and copywriting, Felicitas is well acquainted with potential pitfalls of gender-inclusive language. “The shift towards a more inclusive application of language has been felt in almost all European countries in recent years. However, our quest for more inclusivity is still in its infant stage. This is why a guideline with rules and helpful advice will hopefully go a long way to get a well-needed change off the ground. Thanks to the guide that my team has developed, we can now quickly and easily achieve our goal of writing gender-appropriate texts that sound both natural and articulate. A mix of clear instructions and creative solutions are instrumental here.”

Visible gender-equality in language – a new business standard

The omens are favorable that gender-inclusive languages will keep gaining momentum in corporate language and communication. According to a recent survey by the Frankfurter Allgemeine Zeitung and Darmstadt University of Applied Sciences, 10 of a total of 30 DAX-listed companies already use inclusive language. These companies serve as important role models when trailblazing the way for small and medium-sized companies. The most frequently cited motivation for their decision comprises of the fact that gender-inclusive language corresponds to their relationship of non-discriminatory interaction with each other.

Felicitas Kermarrec has designed her guide for gender-inclusive English, German and French as a compact manual. The English-language e-paper includes the most important tips and ruses that have already proven to work very well in practice for Spread Group’s copywriters and translators.