Toolkit on gender-sensitive communication : a resource for policymakers, legislators, media and anyone else with an interest in making their communication more inclusive.
Date: 2019-11-19
Institutions: European Institute for Gender Equality
Subjects: communication skills, equal treatment, gender equality, language, legislative drafting, means of communication, position of women, publishing, user guide, writing skills

Toolkit on Gender-sensitive
Communication

A resource for policymakers, legislators, media and anyone else 
with an interest in making their communication more inclusive

The European Institute for Gender Equality

The  European  Institute  for  Gender  Equality 
(EIGE) is an autonomous body of the European 
Union  established 
to  strengthen  gender 
equality  across  the  EU.  Equality  between 
women and men is a fundamental value of the 
EU  and  EIGE’s  task  is  to  make  this  a  reality  in 
Europe and beyond. This includes becoming a 
European knowledge centre on gender equality 
issues,  supporting  gender  mainstreaming  in 
all EU and Member State policies, and fighting 
discrimination based on sex.

European Institute for Gender Equality, EIGE 
Gedimino pr. 16 
LT-01103 
Vilnius LITHUANIA

Email: eige.sec@eige.europa.eu 

Tel. +370 52157444 

 http://www.eige.europa.eu 

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Luxembourg: Publications Office of the European Union, 2019

Print 

ISBN 978-92-9482-362-5  doi:10.2839/373891  MH-01-19-609-EN-C

PDF 

ISBN 978-92-9482-361-8  doi:10.2839/589287  MH-01-19-609-EN-N

© European Institute for Gender Equality, 2019
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(2011/833/EU).

European Institute
for Gender Equality

Toolkit on Gender-sensitive 
Communication

A resource for policymakers, legislators, 
media and anyone else with an interest in 
making their communication more inclusive

Contents

Chapter 1:  Overview of the toolkit 

Chapter 2:  First steps 

Chapter 3:  Policy context 

Chapter 4:  Challenges 

Chapter 5:  Test your knowledge 

Chapter 6:  Practical tools (checklists and summary tables) 

References  

3

7

13

17

37

49

59

Chapter 1:  Overview of the toolkit

Chapter 1:  
Overview of the toolkit

Toolkit on Gender-sensitive Communication 

3

Chapter 1: Overview of the toolkit 

Overview of the toolkit

Language is a reflection of the attitudes, behaviours and norms within a society. It 
also shapes people’s attitudes as to what is ‘normal’ and acceptable.

Women play an active role in society, yet – all too often – we use language that ignores 
or minimises their contribution. Words matter in shaping our worldview. For example 
the dominance of masculine words for general references can reflect assumptions 
about gender roles and influence readers (1).

This toolkit is an easy-to-use guide on how to use more gender-sensitive 
language.

This toolkit is one of a series of documents produced by the European 
Institute for Gender Equality (EIGE) to raise awareness about gender-
sensitive language. Other useful documents include a glossary to explain 
the meaning of key terms linked to gender equality and a thesaurus ex-
ploring  the  relationship  between  different  terms,  both  accessible  at:  
http://eige.europa.eu/rdc/thesaurus 

Why use gender-sensitive language?

In order to tackle gender inequality, we must look at the way we communicate. 
Using gender-sensitive language can:

 √ Make it easier to see important differences between the needs of women 

and men;

 √ Challenge unconscious assumptions people have about gender roles in 

society;

 √

Lay the foundation for greater gender equality throughout society;

 √ Raise awareness of how language affects our behaviour;

 √ Make people more comfortable with expressing themselves and behaving 

in ways that were once not considered ‘typical’ of their gender.

(1) Kutateladze Maia (2015), Importance of Gender-Sensitive Language and Some Guidelines for 
Business Writing, Journal in Humanities, 4(1), 21-24

4

European Institute for Gender EqualityChapter 1: Overview of the toolkit 

Purpose of the toolkit

This toolkit provides guidelines for the use of gender-sensitive language in writing. 
Although it provides tips and examples for the English language, the underlying prin-
ciples for gender-sensitive writing are universal and remain relevant when using other 
languages.

Key objectives of the toolkit

The key objectives of this document are to:

 √

 √

 √

 √

raise awareness about the importance of gender-sensitive language;

provide practical examples of what gender-biased and gender-discrimina-
tory communication is and how to avoid it;

provide practical tools and advice for policymakers and all those involved 
in the drafting of documents for the public so that these texts are gender-
sensitive and inclusive for all members of the society;

provide useful checklists and examples for users. 

The toolkit can support a broad audience of international English speakers. However 
it focusses on policymakers, policy advisors, legislators, writers, editors and the media.

While we acknowledge that language should aim to be inclusive and reflect all mem-
bers of society by acknowledging concepts such as age, ethnicity or nationality, this 
particular toolkit focusses on the gender dimension of language.

Toolkit on Gender-sensitive Communication 

5

Chapter 1: Overview of the toolkit 

What you will find in the toolkit and 
how to use it

This toolkit provides practical guidance on how to use gender-sensitive language 
when writing documents and includes several examples.

We have divided the toolkit into six chapters:

1. Overview

2. First steps

Chapter  1  (the  chapter  you  are  reading  right  now)  is
here to help you understand what this toolkit is and how to 
use it.

Chapter 2 explains key terms you need to know to under-
stand  gender-sensitive  language,  as  well  as  giving  you  the 
key principles that underpin inclusive language.

3. Policy context

Chapter  3  looks  at  the  policies  of  European  organisations 
that seek to encourage gender- sensitive language.

4. Challenges

Chapter  4 
gender-sensitive 
gender-sensitive language and do’s and don’ts.

lays  out  common  challenges  when  using 
language  and  provides  examples  of 

5. Test your knowledge

Chapter  5  enables  you  to  test  your  understanding
of the lessons from Chapter 4 through longer text examples.

6. Practical tools

Chapter 6 contains checklists and summary tables to help 
you understand if  you are using `gender-savvy' language in 
your writing

6

European Institute for Gender EqualityChapter 2:  
First steps

Chapter 2: First steps 

Terms you need to know

This chapter presents the key terms you need to know in order to make your lan-
guage more inclusive. It also explains why we recommend that you mention gender 
in certain cases.

This chapter is designed to help you understand the key principles behind using 
gender-sensitive language.

This toolkit includes examples of three types of language that fall on an ‘inclusivity 
scale’.  We discuss each of these terms further on the next page.

The inclusivity scale in language:

Avoid 

Consider carefully

Favour 

Sexist/
Gender-discriminatory/
Gender-biased language

Gender-neutral/
Gender-blind
language

Gender-sensitive
language 

Exclusive language 

Inclusive language

We normally recommend that you aim to favour the most inclusive form of language: 
gender-sensitive language. In certain contexts it may also be acceptable to use 
gender-neutral language.

8

European Institute for Gender Equality 
 
 
 
 
 
 
Chapter 2: First steps 

Gender-sensitive language is gender equality made manifest through language. 
Gender equality in language is attained when women and men – and those who 
do not conform to the binary gender system – are addressed through language as 
persons of equal value, dignity, integrity and respect.

There are number of different ways gender relationships can be expressed with ac-
curacy, such as avoiding the use of language that refers explicitly or implicitly to only 
one gender and ensuring, through inclusive alternatives, the use of gender-sensitive 
and inclusive language.

Source: EIGE Gender Equality Glossary and Thesaurus: http://eige.europa.eu/rdc/

Other forms of gender-discriminatory language

Essentially, sexist language is the same as gender-discriminatory language. 
However there is a subtle difference in how people use the terms: sexist language 
is commonly seen as language that the user intends to be derogatory; gender-
discriminatory language, on the other hand, also includes language people use 
without any sexist intention.*

Example of sexist language: “Women must earn less than men because they 
are less intelligent.”

Gender-biased language either implicitly or explicitly favours one gender over 
another and is a form of gender-discriminatory language.

Example of gender-biased language: “Every day, each citizen must ask himself 
how he can fulfil his civic duties.”

Gender-neutral language: This is not gender-specific and considers people in gen-
eral, with no reference to women or men. It is also called gender-blind language.

Example of gender-neutral language: “People do not fully appreciate the impact 
they have on the environment.”

Gender-discriminatory language: The opposite of gender-sensitive language. It 
includes words, phrases and/or other linguistic features that foster stereotypes, or 
demean or ignore women or men. At its most extreme it fails to treat the genders as 
equal in value, dignity, integrity and respect.

Example of gender-discriminatory language: “Ambassadors and their wives are 
invited to attend an after-dinner reception.”

*From now on, to avoid confusion, we will refer only to gender-discriminatory language in this 
toolkit (not sexist language). 

Toolkit on Gender-sensitive Communication 

9

Chapter 2: First steps 

Why should I ever mention gender?

In practice it is not always easy to judge where your language falls on the inclusive/ex-
clusive scale, so you may feel that it is safest to avoid any mention of gender altogether.

Indeed, as you will see in Chapter 4, we sometimes recommend gender-neutral ex-
pressions as one way of avoiding gender-discriminatory language, i.e. language 
that fosters stereotypes or demeans/ignores a gender. The logic here is: if we are 
treating women and men as equal, gender is ‘irrelevant’ to the discussion and we 
should not state it explicitly. This is true in many cases, particularly when discussing 
occupations.

One potential benefit of gender-neutral language is that it can be more 
inclusive to those who do not identify in a binary way with one gender. The 
use of ‘they’ and the development of new gender-neutral pronouns (such 
as ‘zhe’) is another step in this direction.

Although gender-neutral/gender-blind language can be appropriate in 
certain situations, it comes with clear downsides. It often takes the male 
perspective as its basis and can therefore hide important differences in the 
roles, situations and needs of women/girls and men/boys. Gender-blind 
projects, programmes and policies do not take into account these diverse 
roles and needs. They can maintain the status quo and fail to help transform 
the unequal structure of gender relations.* In this respect, only gender-
sensitive language is likely to be up to the task.

*Based upon the definition of ‘gender blindness’ in EIGE’s Gender Equality Glossary and Thesaurus: 
http://eige.europa.eu/rdc/thesaurus

10

European Institute for Gender EqualityChapter 2: First steps 

Choosing whether to mention gender

You will have to decide whether to include gender explicitly on a case-by-case basis.

Guiding questions for choosing between gender-neutral and gender-sensitive 
language:

•  Will mentioning gender shed light on key aspects of the issue you are 
discussing? If so, use gender-sensitive language. If not, use gender-neutral 
language.

•  Are you referring to people in general or a specific group? If you are 
mentioning people in general, it may be acceptable to use gender-neutral 
language (in some cases), whereas if you are mentioning a specific group it 
is usually relevant to discuss gender.

•  Are you explicitly aiming to be inclusive to those of a non-binary gen-
der? If so, you may wish to opt for gender-neutral language (particularly 
the third person plural: “they”, “them”, etc.) or else to use gender- sensitive 
language that includes this group, making use of inclusive new terms such 
as “zhe” or “e”.

Tip!

We recommend that law- and policymakers 
always aim to use gender-sensitive language 
rather than gender-neutral language. Giving vis-
ibility to gender is an important way for public 
policy to positively affect all members of society. 
The gender perspective may not immediately be 
obvious, but there is almost always an important 
gender dimension to public policy. 

Tip! 

Do not automatically assume transgender peo-
ple identify as ‘non-binary’. Many transgender 
people do identify with one gender; this gender 
may just differ to the one assigned to them at 
birth.

Tip!

If  you  introduce  a  gen -
der  dimension  to  your 
policy or programme, you 
should  aim  to  research 
differences in the actual 
situation of women and 
men  (based  on  statisti-
cal information and other 
relevant research), rather 
than guessing or assum-
ing what these differences 
are. This will enable you to 
assess specific needs more 
effectively and design your 
policies and programmes 
in a gender-sensitive way.

Toolkit on Gender-sensitive Communication 

11

Chapter 2: First steps 

Key principles for inclusive language 
use

You should aim to follow these principles if you wish to make your language inclusive 
and transformative:

1. Recognise and challenge stereotypes.

2. Be inclusive and avoid omission and making others invisible.

3. Be respectful and avoid trivialisation and subordination.

If you succeed in following these principles you are well on your way to becoming 
a user of gender-sensitive language and you should find yourself naturally following 
the rest of the guidance in this toolkit.

Tip!

We consider these principles throughout Chapter 4.

12

European Institute for Gender EqualityChapter 3:  
Policy context

Chapter 3: Policy context 

Gender equality policies in the EU 

This chapter aims to give you a sense of the policy context behind this toolkit, and 
in particular the action European organisations have taken to encourage greater use 
of gender-sensitive language.

This chapter is designed to help you understand the wider picture into which your 
work fits.

The European Union (EU) aims to combat stereotypes and to promote 
gender equality through equal treatment legislation, gender main-
streaming, and measures for the advancement of women. In 1996 the 
European Commission committed itself to promoting gender equality in all 
its policies and activities. In 2006 the first ‘Pact for Gender Equality’ was pub-
lished and in 2008 the European Commission published its Communication 
‘Non-discrimination and equal opportunities: A renewed commitment’ that 
includes different activities to fight discrimination. The most recent ‘Strategic 
Engagement for Gender Equality 2016-2019’ identifies five priority areas 
for action, focussing on: equal economic independence, equal pay, equality 
in decision-making, an end to gender-based violence, and greater gender 
equality beyond the EU.

A number of policies provide guidelines on gender-sensitive communication 
and the portrayal of women in the media. For example the ‘Audio-visual 
Media Services Directive (2010/13/EU)’ bans incitement to hatred on the 
grounds of race, sex, religion and nationality in the media and urges EU 
Member States to ensure that media services within their jurisdiction do 
not include any of the above. The opinion of the European Commission’s 
Advisory Committee on Equal Opportunities for Women and Men on break-
ing gender stereotypes in the media recommends that students of jour-
nalism and media staff receive training on how to use gender-sensitive 
language.

14

European Institute for Gender EqualityChapter 3: Policy context 

Existing EU language guidelines

Publication

Content

EU Inter- insti-
tutional Style 
Guide

English Style 
Guide by the 
Directorate- 
General for 
Translation

The Publications Office of the EU has published instruc-
tions on gender-neutral language in its style guide.

The focus is on gender-neutral drafting of texts and it 
includes useful writing tips.

It is currently only available in English language.

Source: http://publications.europa.eu/code/en/en-
4100600en.htm

The English style guide is a handbook for authors and trans-
lators in the European Commission and includes a section 
on gender-neutral language.

It includes the same guidelines as the EU Inter-institutional 
style guide.

Source: https://ec.europa.eu/info/sites/info/files/
styleguide_english_dgt_en.pdf

Fundamental 
Rights Agency 
Style Guide for 
Authors

The style guide includes a section on avoiding discriminatory 
and offensive language and using gender-neutral language.

Source: https://fra.europa.eu/sites/default/files/annex_2_
to_annex_a1_-_fra_style_guide_for_authors.pdf

Toolkit on Gender-sensitive Communication 

15

Chapter 3: Policy context 

Steps at the national level

There are some national policies and initiatives that aim to combat gender ste-
reotypes in different areas of public work.

Many institutions (such as universities or ministries) in EU Member States issue 
guidelines regarding the use of non- discriminatory and gender-neutral language.

 The Portuguese public broadcasting corporation delivered training on gender 

equality and non-sexist language for its workers.

 The Austrian Ministry of Science, Research and Economy has issued guide-

lines on non-discriminatory language use with regard to gender, age, sexual 
orientation, and ethnicity.

 The High Council for Gender Equality in France published guidelines on how 

to avoid gender stereotypes in public communication.

The European Institute for Gender Equality (EIGE) aims to increase understanding 
of what gender-sensitive communication is and how to use it.

16

European Institute for Gender EqualityChapter 4:  
Challenges

Chapter 4: Challenges 

Common challenges when using 
gender-sensitive language

This chapter presents the most common stumbling 
blocks  when  trying  to  write  in  a  gender-sensitive 
manner.

This chapter is designed to help you understand the 
issues which lead to language being gender-discrim-
inatory so that you can recognise it when you see it.

Tip! 

Chapter 6 contains a table of solutions to help you 
use gender- sensitive language on a day-to-day 
basis.

Non-linguistic 
communication

There are many ways 
of communicating and 
we include some refer-
ence to other forms of 
visual communication, 
such  as  images  and 
emojis.

Categories of gender-discriminatory language

There are three broad categories under which much gender-discriminatory language 
falls:

• 

• 

• 

Stereotypes: assigning gender when gender is unknown or irrelevant as a re-
sult of stereotypes.

Invisibility and omission: language which casts the male as the generic norm 
and keeps women from being visible in public life.

Subordination and trivialisation: language which paints one gender, often 
women, as inferior, or belittles them.

These three categories are very closely related. In fact, invisibility, omission, subordi-
nation and trivialisation stem from gender stereotypes and can reflect attitudes held 
across society.

Always ask yourself if what you are saying could fall into any of these categories – 
if so, think of a different way to express yourself.

Tip!

18

European Institute for Gender EqualityChapter 4: Challenges 

Stereotypes:  
How language manifests gender-related 
stereotypes

Stereotypes are generalised images about people within a society. A gender stereo-
type is a preconceived idea where women and men are assigned characteristics and 
roles determined and limited by their gender.

Stereotypes about gender often take one of two forms. One assumes all members 
of a category (such as a profession) share a gender, for example the assumption that 
all company directors are men and all secretaries are women. The other is assuming 
that all members of a gender share a characteristic, for example believing that all 
women love to shop or that ‘boys don’t cry’.

These stereotypes hurt people of all genders by placing expectations on what 
people should be.

In many cases unconscious cultural stereotypes will be expressed through the lan-
guage we use, meaning people use these expressions even when they do not hold 
these assumptions.

Repeating these stereotypes reinforces the assumptions at their core, therefore 
you should actively avoid stereotypes in the language you use.

The sections below highlight some instances where you may come across gender 
stereotypes in language.

•  By using gendered pronouns.

•  Adding irrelevant information 
about gender in a description 
of an individual.

•  Assigning  gender  to  inani-

mate objects.

•  Using gender stereotypes to 
describe objects or events.

•  Describing people of different 
genders using different adjec-
tives (descriptive words).

• 

Perpetuating stereotypes in 
non-verbal  communication, 
such as images and symbols.

“I need to speak to the secretary - 
is she in the office?”

Tip!
Professions and occupations are often gender 
stereotyped. Take special care to avoid stereo-
types when talking about people’s occupations.

Toolkit on Gender-sensitive Communication 

19

Chapter 4: Challenges 

Avoiding stereotypes:  
Avoid gendered pronouns (he or she) 
when the person’s gender is unknown

When using a gendered pronoun (e.g. he or she), the speaker is assuming the gender 
of the person they are talking about. Often people use gendered pronouns even when 
they do not know the gender of the person they are talking about or when talking 
about a group of people that could be of either gender.

This practice perpetuates gender stereotyping by repeating commonly held expec-
tations about the gender of people in certain roles.

Instead you should use gender-neutral language. A common way to do this is to use 
the plural ‘they’. This is becoming more and more common in standard English.

Examples
Gender-discriminatory language
The number of years an electrician will spend training depends on what 
country he is from.
Gender-neutral language
The number of years an electrician will spend training depends on what 
country they are from.

Gender-discriminatory language
Every nurse should take care of her own uniform and cover the expense 
herself.
Gender-sensitive language
Every nurse should take care of his or her own uniform and cover the ex-
pense themselves.

“Your boss needs to know he can rely on 
you.” 
“But my boss is a woman...”

Tip!

Do  not  rely  on  “he/him/man” 
when talking about an individual 
in  the  abstract –  this  excludes 
women from the conversation.

Gendered  pronouns  come  in 
a few forms (she or he, hers or 
his, herself or himself, her and 
him). See Chapter 6 for a full 
list.

20

European Institute for Gender EqualityChapter 4: Challenges 

Avoiding stereotypes:  
Avoid irrelevant information about gender

When you are speaking or writing about occupations, do not provide irrelevant infor-
mation about people’s gender. Doing this supports the stereotype that the ‘normal’ 
version of this profession is gendered. For example, saying ‘female lawyer’ implies 
that lawyers are normally male.

For this reason terms such as female professor or male nurse should not be used. 
Instead you should simply use the occupation title with no gender description.

Examples
Gender-discriminatory language
The eco-action group chairman Moni Patel works closely with the chairman of 
the social action committee Matthieu Dubois to plan events.
Gender-neutral language
The eco-action group chair Moni Patel works closely with the chair/chairperson 
of the social action committee Matthieu Dubois to plan events.

Gender-discriminatory language
Priti is a career woman.*
Gender-sensitive language
Priti is focussed on her career.

Another common way that gender 
is included in writing about people 
when it is not relevant is through us-
ing gendered nouns. These are nouns 
which imply the gender of the person 
(e.g.  policeman  and  policewoman). 
Avoid using these nouns to describe 
people  and  use  something  gender-
neutral instead (e.g. police officer).

A judge

A judge

Tip!

There is usually no reason to in-
clude  someone’s  gender  when 
speaking about a professional – 
just leave it out!

*The term career woman is gender-discrim-
inatory and should never be used. It carries 
extra information that suggests it is unusual 
for a woman to be career-focussed and is 
insulting to women – one never hears of 
a ‘career man’.

A list of common gendered nouns and some alternatives is provided in Chapter 6.

Toolkit on Gender-sensitive Communication 

21

Chapter 4: Challenges 

Avoiding stereotypes:  
Avoid gendered stereotypes as descriptive 
terms

Avoid using words which imply a gender connotation to describe an aspect of a per-
son or object. It is especially important to avoid doing this where the gendered term 
is used as an insult.

These expressions normally paint the feminine as the negative. Describing something 
as feminine is used as an insult, often to mean weak or ineffective. Using language in 
this way is sexist. Do not employ gender stereotypes to describe the way something 
is or the way the action is done.

Examples
Gender-discriminatory language
Paul’s ladylike handshake did not impress his new boss, who believes sales-
people need a firm handshake.
Gender-sensitive language
Paul’s weak handshake did not impress his new boss, who believes sales-
people need a firm handshake.

Gender-discriminatory language
You throw like a girl.
Gender-sensitive language
You do not throw well.*

Gender-discriminatory language
The team taking part in the charity obstacle course who were scared of the 
cold water had to man up and dive in at the first obstacle.
Gender-neutral language
The team taking part in the charity obstacle course who were scared of the 
cold water had to be tough and dive in at the first obstacle.

*This  is  the  implied  usage 
of  the  phrase  ‘like  a  girl’  in 
English, to do something badly 
or in a silly or weak manner. 
Some campaigners are trying 
to reclaim this phrase to show 
the positive side of being ‘like 
a girl!’

22

Scoring like a girl

European Institute for Gender EqualityChapter 4: Challenges 

Avoiding stereotypes:  
Gendering inanimate objects

Assigning a gender to an inanimate object by using gendered pronouns to discuss 
it applies cultural connotations to characteristics. These connotations are related to 
gender stereotypes and help to perpetuate them.

You should use the pronoun it to talk about inanimate objects.

Examples
Gender-discriminatory language
The ship slipped her moorings. 
Gender-sensitive language
The ship slipped its moorings.

Gender-discriminatory language
Delegates are free to make presentations in their mother tongues and 
translations will be provided.
Gender-sensitive language
Delegates are free to make presentations in their native languages and 
translations will be provided.

Gender-discriminatory language
Last month, France and her citizens woke up to heavy snowfall.
Gender-sensitive language
Last month, France and its citizens woke up to snowfall.

Tip!

When  personifying  in-
animate objects (i.e. for a 
cartoon story) think: what 
objects have been given a 
gender and is this based 
on stereotypes? It is also 
important to include both 
female and male charac-
ters rather than treating 
the male as neutral.

All aboard our gender-neutral ship!

Toolkit on Gender-sensitive Communication 

23

Chapter 4: Challenges 

Avoiding stereotypes:  
Using different adjectives for women and 
men
Sometimes in English different adjectives are used 
to describe the same feature in women and men. 
There are also some words which – despite not 
having an explicit gender – have strong connota-
tions that are strongly associated with only women 
or men.

Semantic non-equivalence

This stems from the fact that some character traits, 
such as being ambitious, are considered by society 
attractive in men but negative in women.

It is not always easy to spot when adjectives are 
promoting gender stereotypes. The examples in 
the table below show some words to look out for 
and to avoid using to describe women.

Tip!

When describing a characteristic of a woman, 
ask yourself, ‘would I ever use this word to de-
scribe a man?’ (and vice versa) If not, then look 
for a term without gender connotations.

These are words in English 
that  are  supposed  to  be 
equivalent,  but  actually 
the female versions of the 
words have gained negative 
connotations over the years. 
You should think carefully 
about the connotations of 
words before using them. 
For example, consider:

governor

governess

master

mistress

patron

matron

sir

madam

bachelor

spinster

host

hostess

Adjectives with gender connotations to avoid:

Adjectives commonly used  
for women (derogatory)

Better language

Bossy or pushy

Loose

Assertive

Having sexual confidence –  
no male equivalent

Emotional or hormonal

Passionate, enthusiastic, empathetic

Ditzy

Frigid

Frumpy

Shrill

Hysterical

24

Silly

Lacking sexual responsiveness 
– no male equivalent

Dowdy and old-fashioned

High-pitched, grating voice

Irrational

European Institute for Gender EqualityChapter 4: Challenges 

Avoiding stereotypes:  
Avoid using stereotypical images

We communicate ideas about the world not only through language, but also through 
the images we choose to use. A piece of communication is gender-discriminatory if 
the people within the images are only depicted in stereotypical ways (i.e. female home 
makers, male builders).

Make sure that that the images you use in your communication material do not re-
inforce gender stereotypes by 
including a wide mix of people 
in different environments.

Emojis

There are some more examples 
on the next page to help you 
understand this distinction.

Tip!

Make sure you are using 
the most up-to-date ver-
sion of your chosen emoji 
software – this will give you 
the widest range of options 
which will help you make a 
gender-sensitive choice.

Many people use emojis (or emoticons) to ex-
press themselves when communicating elec-
tronically. Many of these emoji sets repeat ste-
reotypes by putting men in active roles (sports 
people, or professionals) and only including 
women in stereotypical pursuits (cutting hair or 
dancing), or not including women at all. Some 
providers now include more options so that you 
can make more inclusive and gender-sensitive 
choices. When you use emojis remember these 
are also a way to make your communication 
supportive of gender equality.

Tip!

Colours  are  often  arbitrarily 
connected to one gender, such 
as pink for women and blue for 
men. When designing commu-
nication materials, check the col-
ours you have used and don’t use 
colour as a shorthand for gender. 
See the example on the left  for 
a public campaign that used ste-
reotypical colours and images to 
reach out to women and girls.

Toolkit on Gender-sensitive Communication 

25

Original video has been taken down, this image was 
sourced from: https://www.youtube.com/watch?v=zj-
-FFzngUk

Chapter 4: Challenges 

Avoiding stereotypes:  
Avoid using stereotypical images

The images on the left depict stereotypical images of doctors as male and nurses as 
female. In order to be gender-inclusive, it may be a good idea to have more than one 
person in your image.

26

European Institute for Gender EqualityChapter 4: Challenges 

Avoiding Invisibility or Omission: 
Do not use ‘man’ as the neutral term

The term man is sometimes used to describe the 
experience of all human beings.

However this practice ignores the experience of 
women as equal members of the human race and 
contributes to their omission from public life. It 
can have a real impact on their lives, for example 
if the word ’man’ is used throughout a job advert 
a woman may be less likely to apply.

You should not use ‘man’ to refer to the expe-
riences of all people.

Examples
Gender-discriminatory 
language
Fire is man’s greatest 
invention.
Gender-neutral language
Fire is humanity’s  
greatest invention.

Tip!

When writing about the history of human achievement it is very important not to 
use the male as generic, otherwise it would seem that all major advances have 
been made by men and women have not contributed anything to humanity’s 
progress.

Examples
Gender-discriminatory 
language
Under the law, all men 
are equal.
Gender-neutral 
language
Under the law, all peo-
ple are equal.

Gender-sensitive 
language
Under the law, all 
women and men are 
equal.

’Man’ is cast as generic in several stock expressions; 
try rewording them to make them applicable to all 
people.

Gender-
discriminatory 
language

Better language

Man in the street

Average person

Every man for himself

Everyone for 
themselves

Mankind

Humankind

To a man

Every person

See Chapter 6 for examples of situations where women may be subject to invis-
ibility or omission, as well as alternatives you can use.

Toolkit on Gender-sensitive Communication 

27

Chapter 4: Challenges 

Avoiding Invisibility or Omission:  
Do not use ‘he’ to refer to unknown 
people

Using ‘man’ to mean all people collectively propagates the invisibility and omission of 
women; using ‘he’ to represent any given individual does the same.

Avoid using ‘he’ when referring to the generic experience of all people as this 
removes women from the common experience.

“Each applicant must submit his resumé.” 
“Hmm, I guess it’s not for me.”

Example
Gender-discriminatory language
The responsible citizen will report 
anything suspicious he sees to 
the police.
Gender-sensitive language
The responsible citizen will report 
anything  suspicious  she  or  he 
sees to the police.
Gender-discriminatory language
Each applicant must submit his 
resumé.
Gender-sensitive language
Each applicant must submit his or 
her resumé.

Tip!

Some  people  have  started  to  use 
gender-neutral pronouns in place of 
traditional gender pronouns.

One example of this is ‘ze’.

E.g. Ze, Hir, Hirs, Hirself

E.g. ‘Ze does hir homework hirself’.

This can be a way of including peo-
ple  of  non-binary  gender  in  the 
discussion.

See Chapter 6 for more solutions to avoid gendered pronouns.

28

European Institute for Gender EqualityChapter 4: Challenges 

Avoiding Invisibility or Omission:  
Do not use gender-biased nouns to refer 
to groups of people

Gendered nouns and adjectives used to denote generic experiences encourage us 
to view the world as mainly having relevance to men. The word ‘manmade’ equates 
the word ‘man’ with ‘human’. The term ‘postman’ suggests all postal workers are men. 
In a gender-equal society it is important to use language that recognises that these 
posts can be held by women or men.

Gendered nouns and adjectives should be avoided and replaced with gender-
neutral terms.

Example
Gender-discriminatory 
language
Manmade fabrics can actually 
require less manpower to pro-
duce than natural fabrics.

Gender-neutral language
Synthetic fabrics can actually 
require fewer human resourc-
es  to  produce  than  natural 
fabrics.

Gender-discriminatory 
language
The forefathers of today’s vil-
lagers used the same meth-
ods for catching fish as today’s 
villagers.

Gender-neutral language
The ancestors of today’s villag-
ers used the same methods 
for  catching  fish  as  today’s 
villagers.

Gender-
discriminatory 
language

Policeman or 
policewoman

Businessman  or 
businesswoman

Gender-neutral 
language

Police officer

Business executive

Repairman

Repairer, technician

Steward or 
Stewardess

Salesman

Flight attendant

Salesperson,  sales 
clerk

Workman

Worker

Tip!

English gives you the option to make 
generic terms apply to women as well, 
e.g. ‘landlord’ or ‘landlady’, but it is gen-
erally better to use a gender-neutral 
term for most professions.

When referring to a mixed gendered group you should avoid the phrase 'the 
guys' as this takes the male as generic and representative of the whole group.

Tip!

Toolkit on Gender-sensitive Communication 

29

Chapter 4: Challenges 

Avoiding Invisibility or Omission:  
Take care with ‘false generics’

Although gender-neutral language can be a way of overcoming the use of the male 
as generic, this form of language is not always appropriate. It may ignore key gender 
elements of the subject under discussion. Furthermore, although the language may 
appear to be neutral, custom may mean that in practice people continue to interpret 
a generic reference (such as ‘people’) to mean men.

Examples of 
gender-neu-
tral language

Why gender-neutral language 
may be inappropriate in this 
context

Better language 
(gender-sensitive)

In 2014, 14% 
of people aged 
18-65 stated 
that they had 
experienced 
sexual violence 
in the previous 
year.

Lithuania is 
playing well 
today and 
likely to win 
the match. 
Lithuania’s 
women will 
also be playing 
tomorrow.

This language may obscure the fact 
that women are disproportionately 
exposed to sexual violence and re-
sult in support services not being de-
signed in a way that takes this into 
account.  For  example  insufficient 
numbers of women doctors may be 
employed to examine victims. And 
if sexual violence is a relatively un-
common experience for men, male 
victims may need extra support to 
come forward.

Appears to refer to people in gen-
eral but actually refers only to men, 
due to the stereotype that men play-
ing sports is the ‘norm’. In contrast 
when women play sports their gen-
der will often be made explicit, as 
this is seen as ‘atypical’ (“Lithuania’s 
women”). This runs the risk of further 
entrenching common stereotypes. 
There  is  no  ideal  linguistic  solu-
tion here. To challenge stereotypi-
cal thinking it is important either to 
mention gender when referring to 
both women and men in sports, or 
not to mention gender at all (includ-
ing when the players are women). In 
this case, in order to avoid confusion 
it is probably easiest to mention gen-
der in both cases.

In 2014, 23% of women 
and  5%  of  men  aged 
18-65  stated  that  they 
had experienced sexual 
violence in the previous 
year.

Lithuania’s men are play-
ing well today and likely 
to win the match. Lithu-
ania’s  women  will  also 
be playing tomorrow.

30

European Institute for Gender EqualityChapter 4: Challenges 

Consider: If all countries interpreted the Universal Declaration of Human Rights (1948) 
as applying to all people, why was a separate human rights treaty on women’s rights 
(CEDAW) needed more than thirty years later?

Tip! 

As mentioned in Chapter 2, we recommend that law and policymakers always 
aim to use gender-sensitive language rather than gender-neutral language. 
Giving visibility to gender is an important way for public laws, policies and pro-
grammes to reach out more effectively to all members of society. It may be that 
the gender perspective is not immediately obvious, but there is almost always 
an important gender dimension to all public policies.

Toolkit on Gender-sensitive Communication 

31

Chapter 4: Challenges 

Avoiding Invisibility or Omission:  
Greetings and other forms of inclusive 
communication

There are many ways to make sure that all your communication material feels like it 
is aimed at all people, not just one gender.

When creating a piece of communication material, consider:

•  Choice of voice-over artist. Consider if the gender of the voice-over is per-
petuating stereotypes, such as using only a male voice to impart information. 
Aim for a mix of genders.

•  Choice of photographs/drawings/images. Think about whether they are re-
peating stereotypical gender roles or whether they only include one gender. 

•  Gender of individuals given in examples. Try to ensure that the individuals 
in examples show a mix of genders in different roles. I.e. ensure that men are 
not always in positions of power in a given scenario.

Greetings

English speakers have traditionally been taught to use the male gender when the 
gender of the person they are speaking to is unclear. However it is more inclusive 
to acknowledge that the recipient may be of either gender.

Instead of using Dear Sir, the gender-sensitive writer should use: Dear Sir or 
Madam or Dear Madam or Sir.

“These are all addressed to ‘Dear Sir’, so nothing to do with me!”

32

European Institute for Gender EqualityChapter 4: Challenges 

Subordination and trivialisation: 
How language can reinforce the subjugation 
of women

Subordination and trivialisation are ways of using language that reinforce men’s tra-
ditional dominance over women or belittle or insult women.

Trivialisation is any language which makes something seem unimportant and it is 
closely related to subordination. Often things related to women are trivialised through 
language that make something sound ‘small’ or ‘cute’. This may appear benign, but 
can have the effect of reinforcing women’s subordinate place in society.

"Don't call me baby."

Take  care  that  your  lan-
guage  actively  promotes 
gender equality by not triv-
ialising  or  subordinating 
women. 

Some key aspects of language 
to watch out for are:

•  Naming conventions, ti-
tles and how to refer to 
people.

•  Word or phrase 

hierarchy.

•  Diminutive affixes.

• 

Terms for women.

Toolkit on Gender-sensitive Communication 

33

 
Chapter 4: Challenges 

Subordination and trivialisation:  
Naming conventions

Traditional titles for women, Mrs (married) or Miss (single), used to refer to their marital 
status, whereas the term for men, Mr, was neutral in this regard (either married or sin-
gle). This naming convention signals a woman’s relationship to a man within her name, 
inviting the hearer to consider this as part of who she is, rather than presenting her as 
an individual. The term Ms avoids this, which, like Mr, does not denote marital status.

When referring to women you should generally use the term Ms (which does 
not denote marital status).

Another point to look out for in writing is referencing. When referring to a woman, 
use the same conventions as you would when referring to a man. Using a first name 
to refer to a woman when you have used a surname for a man indicates a lack of 
respect for the woman in comparison to the man.

Always use the same naming conventions for men and women.

Sometimes people refer to women in relation to men. Avoid doing this by ensuring 
that you are always referring to women as people in their own right.

Example

Gender-discriminatory language
Mr and Mrs Alistair Farrar will be attending this evening.

Gender-sensitive language
Jessica Farrar and Alistair Farrar will be attending this evening.

Gender-discriminatory language
Yang and his research assistant Holly were pioneering social researchers.

Gender-sensitive language
Yang and his research assistant Smith were pioneering social researchers.

Tip!

Tip!

The  terms  ‘maiden  name’  and  ‘married 
name’ reflect the tradition of a woman 
changing  her  name  to  match  her  hus-
band's and make relationship status an 
integral part of a woman's name. Instead 
just refer to someone’s ‘last name’.

Some  women  may  choose 
to refer to themselves using 
Miss or Mrs. If someone re-
fers to themselves in this way, 
you should use the same title 
when referring to them.

34

European Institute for Gender EqualityChapter 4: Challenges 

Subordination and trivialisation:  
Word phrase hierarchy

Some pairs of words and phrases are habitually used in a fixed order, usually with the 
male version appearing first. This reflects and reinforces the cultural value assigned 
to each. You should try to avoid repeating these word pairings in the order that they 
are heard.

These example phrases are not always gender-discriminatory but because they are 
always said this way they have become so.

You should be aware of the word order of your phrases and make sure that you 
are not always putting the male version first.

Phrases to look out for

King and Queen

Men and women

Ladies and gentlemen

Boys and girls

Example
Gender-discriminatory language
The  husband  and  wife  team  estab-
lished the charity themselves. The man 
and woman, both affected by the is-
sue, decided to do something to help 
others.

Gender-sensitive language
The  wife  and  husband  team  estab-
lished the charity themselves. The man 
and woman, both affected by the is-
sue, decided to do something to help 
others.

Tip!

Although it might seem awkward at first, 
consider  switching  the  order  of  these 
phrases each time you use one.

See Chapter 6 for longer lists of words/phrases to look out for!

Toolkit on Gender-sensitive Communication 

35

Chapter 4: Challenges 

Subordination and trivialisation:  
Patronising language

One example of trivialisation is the additions of diminutive affixes to denote that the 
referent is female. Gender-sensitive writers should avoid these expressions as they 
can trivialise women.

Example
Gender-discriminatory 
language
The usherette helped me to my 
seat just as the actress came on 
stage.

Gender-sensitive language
The  usher  helped  me  to  my 
seat just as the actor came on 
stage.

Tip!

Think about the meaning of the 
words  kitchenette  and  novelette 
compared  to  the  words  kitchen 
and novel to see the effect of the 
–ette suffix.

Language which refers to people unknown 
to you in terms of endearment (‘My dear’, 
‘Darling’, ‘Love’, and ‘Dear’ when used in 
speech)  is  patronising,  condescending 
and promotes trivialisation. These forms 
should not be used unless the interlocutor 
has a close relationship with the speaker.

Another common way of trivialising women 
is to refer to adult women as ‘girls’. This is 
patronising and should be avoided.

Additionally, sometimes the word ‘woman’ 
is used dismissively e.g. ‘Get out of my way, 
woman!’

As well as avoiding obvious gender insults 
you should take care to avoid patronising 
women using more innocuous terms.

Example
Gender-discriminatory language
I’ll get one of the girls from my office to help me move the boxes.

Gender-neutral/sensitive language
I’ll get one of the gang from my office to help me move the boxes.
Or
I’ll get one of the women from my office to help me move the boxes.

See Chapter 6 section on gendered nouns for other phrases to look out for!

36

European Institute for Gender EqualityChapter 5:  
Test your knowledge

Chapter 5: Test your knowledge 

Test your knowledge

This chapter is designed to test your knowledge and understanding of some of 
the key lessons from Chapter 4.

It includes longer examples with many forms of gender-discriminatory language. For 
each example we encourage you to:

• 

• 

• 

Read through carefully and count how many times you see language being 
used in a gender-discriminatory way;

Think about how the text could be more inclusive;

Read on for the answers.

38

European Institute for Gender EqualityChapter 5: Test your knowledge 

Example 1

The example below is a policy document from the fictional country of Michland. How 
many examples of gender-discriminatory language does it contain? Where are they?

Preamble

Precarious employment is arguably man’s greatest challenge in the modern age. 
Michland is still recovering from the effects of the recent economic crisis, but the 
benefits have not been equally shared amongst her citizens. Although unemploy-
ment has started to fall, the rise of low-pay, insecure jobs is threatening the ability 
of families to make ends meet. More and more families are facing poverty and 
insecurity, through no fault of their own. This development is wreaking havoc on 
workers from all occupations – from builders and policemen through to teachers 
and even waitresses.

On 1 November 2000, a spokesman for the President stated:

“The failures of the last government have left many families struggling. Our social 
inclusion strategy embodies the virile action needed to overcome the spectre of pre-
carious employment and give everyone a decent chance in life”

This strategy aims to ensure that:

•  Every employee has sufficient income and social protection to protect himself 

from poverty;

•  There are adequate measures to support the work-life balance of women;

•  Early years interventions are in place for parents and children at risk of poverty;

•  Boys and girls everywhere have access to a decent education, regardless of 

their income.

Review: How many instances of gender-discriminatory language did you count?

See the next page for the answer…

Toolkit on Gender-sensitive Communication 

39

Chapter 5: Test your knowledge 

Example 1

In total, there are 7 examples of clear gender bias (circled red below) and 2 examples 
(circled yellow) that could be classed as such. We explain below next to the red arrows 
why the author may wish to change his/her language.

Preamble

Gendering  of  an 
inanimate  object 
(country).

Casting  the  male  as  generic 
and  focusing  only  on  the 
experiences of men and boys.

Gendered  oc-
cupation  is  be-
ing  used  even 
though  not  all 
waiting staff are 
women.

Precarious employment is arguably man’s greatest challenge in the modern age. 
Michland is still recovering from the effects of the recent economic crisis, but the 
benefits have not been equally shared amongst her citizens. Although unemploy-
ment has started to fall, the rise of low-pay, insecure jobs is threatening the ability 
of families to make ends meet. More and more families are facing poverty and 
insecurity, through no fault of their own. This development is wreaking havoc on 
workers from all occupations – from builders and policemen through to teachers 
and even waitresses.

Not  necessary  to 
gender this occupa-
tion,  as  gender  is 
irrelevant.

On 1 November 2000, a spokesman for the President stated:

“The failures of the last government have left many families struggling. Our social 
inclusion strategy embodies the virile action needed to overcome the spectre of pre-
carious employment and give everyone a decent chance in life”
Gendered adjective.

This strategy aims to ensure that:

Clear  gender  bias  – 
reflects  notion  that  all 
employees are men.

•  Every employee has sufficient income and social protection to protect himself 

from poverty;

•  There are adequate measures to support the work-life balance of women ;

•  Early years interventions are in place for parents and children at risk of poverty;

•  Boys and girls everywhere have access to a decent education, regardless of their 

Gendered  occupation  is 
being used even though not 
all police officers are men.

It is positive that the strategy 
includes  specific  measures 
t o   s u p p o r t   w o m e n ,   b u t 
the  rationale  behind  these 
measures needs to be clear to  
ensure  that they are not based 
on, nor reinforce stereotypical 
thinking.

The  phrasing  here  could  also 
be  better.  Is  the  work-  life 
balance of men not important? 
Are the authors assuming that 
women and men have different 
responsibilities  and,  if  so,  is 
it right for them to make that 
statement  in  an  unqualified 
way?

income

There is nothing wrong 
with  the  phrase  ‘boys 
and  girls’  in  itself,  but 
when it is always said in 
this order it can become 
gender- discriminatory, 
as it affects the cultural 
value assigned to each 
gender. Sometimes it is 
worthwhile to switch the 
order around.

40

European Institute for Gender EqualityChapter 5: Test your knowledge 

Example 1 - corrected text

The text below shows the same policy document, this time with the language improved 
to be more gender-sensitive and inclusive.

Preamble

Precarious employment is arguably humanity’s greatest challenge in the modern 
age. Michland is still recovering from the effects of the recent economic crisis, but 
the benefits have not been equally shared amongst its citizens. Although unem-
ployment has started to fall, the rise of low-pay, insecure jobs is threatening the 
ability of families to make ends meet. More and more families are facing poverty 
and insecurity, through no fault of their own. This development is wreaking havoc 
on workers from all occupations – from builders and police officers through to 
teachers and even waiting staff.

On 1 November 2000, a spokesperson for the President stated:

“The failures of the last government have left many families struggling. Our social inclu-
sion strategy embodies the strong action needed to overcome the spectre of precarious 
employment and give everyone a decent chance in life”

This strategy aims to ensure that:

•  All employees have sufficient income and social protection to protect them-

selves from poverty;

•  There are adequate measures to support the reconciliation of family and pro-
fessional responsibilities of parents with young children, and particularly 
to support new mothers, who continue to bear the majority of caring 
responsibilities;

•  Early years interventions are in place for parents and children at risk of poverty;

•  Girls and boys everywhere have access to a decent education, regardless of 

their income.

Toolkit on Gender-sensitive Communication 

41

Chapter 5: Test your knowledge 

Example 2

The examples are two fictional job descriptions released by the fictional Chocolate 
Foundation. How many examples of gender-discriminatory language can you see? 
Can you think of better alternatives?

Short description of the role

The Chocolate Foundation Board is looking for a new Chairman to take the helm 
and provide the strategic vision to move our organisation forward. He will be 
expected to participate actively in defining the organisational priorities of the 
coming year, drawing from his extensive business insights and quickly mastering 
all the necessary details of the Foundation’s functioning.

Diversity is important to us as an organisation and we operate as a meritocracy. 
Everyone who meets the assessment criteria in the Application Pack is encour-
aged to apply for this position.

Application procedure

Each candidate must submit his application by Monday 12 December at 12.00. 
For more information, see the full Application Pack.

Short description of the role

The Chocolate Foundation is looking for a new secretary to carry out administra-
tive responsibilities and man the front desk, providing a friendly and attentive 
service to all customers, without being bossy. We are looking for someone able 
to handle a high-pressure environment, with the strength of mind not to become 
emotional when things get tough.

Application procedure

Each candidate must submit her application by Monday 12 December at 12.00. 
For more information, see the full Application Pack.

Review: How many instances of gender-discriminatory language did you count?

See the next page for the answer…

42

European Institute for Gender EqualityChapter 5: Test your knowledge 

Example 2

In total, there are 9 examples of clear gender bias (circled red below) and 2 examples 
(circled yellow) that could be classed as such. We explain below next to the red arrows 
why the author may wish to change his/her language.

Not always gender-discriminatory to use 
this  phrase,  but  in  the  context  of  this 
advert it subtly reinforces the impression 
that the candidate should be a man, by 
using typically masculine imagery.

Short description of the role

Genders  the  posi-
tion, even though a 
woman could apply.

The Chocolate Foundation Board is looking for a new Chairman to take the helm and 
provide the strategic vision to move our organisation forward. He will be expected to 
participate actively in defining the organisational priorities of the coming year, drawing 
from his extensive business insights and quickly mastering all the necessary details of 
the Foundation’s functioning.

Gender bias; casts the male 
experience as the generic.
Diversity is important to us as an organisation and we operate as a meritocracy. 
Everyone who meets the assessment criteria in the Application Pack is encouraged to 
apply for this position.

Arguably a gendered 
verb.

Application procedure

Each candidate must submit his application by Monday 12 December at 12.00. For 
more information, see the full Application Pack.

Gender bias.

If the authors are seeking to 
encourage diversity, gender-
neutral  language  may  be 
inappropriate  –  it  is  worth 
making visible exactly who they 
are encouraging to apply.

Short description of the role

Gendered verb, even though 
the person on the desk may 
not be a man.

The Chocolate Foundation is looking for a new secretary to carry out administrative 
responsibilities and man the front desk, providing a friendly and attentive service 
to all customers, without being bossy. We are looking for someone able to handle 
a high-pressure environment, with the strength of mind not to become emotional 
when things get tough.

Application procedure

Gendered  adjective, 
normally  used  only 
to describe women.

Gendered adjective, normally 
used only to describe women.

Each candidate must submit her application by Monday 12 December at 12.00. For 
more information, see the full Application Pack.

Gender bias.

Toolkit on Gender-sensitive Communication 

43

Chapter 5: Test your knowledge 

Example 2 - corrected text

The text below shows the same job descriptions, this time with the language improved 
to be more gender-sensitive and inclusive.

Short description of the role

The Chocolate Foundation Board is looking for a new Chair to take the lead and 
provide the strategic vision to move our organisation forward. She/he will be ex-
pected to participate actively in defining the organisational priorities of the coming 
year, drawing from her/his extensive business insights and quickly getting to 
grips with all the necessary details of the Foundation’s functioning.

Diversity is important to us as an organisation and we operate as a meritocracy. 
Both women and men who meet the assessment criteria in the Application Pack 
is encouraged to apply for this position.

Application procedure

Candidates must submit their applications by Monday 12 December at 12.00. 
For more information, see the full Application Pack.

Short description of the role

The Chocolate Foundation is looking for a new secretary to carry out administra-
tive responsibilities and run the front desk, providing a friendly and attentive 
service to all customers, whilst also having good judgement and knowing when 
not to disturb them. We are looking for someone able to handle a high-pressure 
environment, with the strength of mind to stay calm in the face of a crisis.

Application procedure

Each candidate must submit his/her application by Monday 12 December at 
12.00. For more information, see the full Application Pack.

44

European Institute for Gender EqualityChapter 5: Test your knowledge 

Example 3

The text below shows a fictional legal text, describing the ‘right to work’ in the fictional 
country of Monanda.

1. Every person has the right to choose his employer and to enter into work of 
his own volition, assuming he fulfils the necessary qualification criteria and is 
deemed suitable for the work by the employer in question. The government 
shall not interfere with this right, except in cases when the individual in question:

a)  Poses a known threat to the safety of others;

b)  Poses a national security risk;

c)  Is likely to receive levels of pay and conditions of employment that fall below 

the minimum standards agreed for a just society;

d)  Lacks the national work permit;

e)  Has an unserved criminal record and/or is awaiting legal trial.

Review: How many instances of gender-discriminatory language did you count?

See the next page for the answer…

Toolkit on Gender-sensitive Communication 

45

Chapter 5: Test your knowledge 

Example 3 - answers

In total, there are 3 examples of simple gender bias, circled red below.

1. Every person has the right to choose his employer and to enter into work of his 
own volition, assuming he fulfils the necessary qualification criteria and is deemed 
suitable for the work by the employer in question. The government shall not interfere 
with this right, except in cases when the individual in question:

a)  Poses a known threat to the safety of others;

b)  Poses a national security risk;

Gender  bias;  casts  male 
experience as the generic.

c)  Is likely to receive levels of pay and conditions of employment that fall below 

the minimum standards agreed for a just society;

d)  Lacks the national work permit;

e)  Has an unserved criminal record and/or is awaiting legal trial.

46

European Institute for Gender EqualityChapter 5: Test your knowledge 

Example 3 - corrected text

The text below is the legal text, this time drafted so as to be gender-sensitive. In this 
case the classic order of pronouns (he/she) has been subverted, given the traditional 
preference given to the male gender within legislation.

1. Every person has the right to choose her/his employer and to enter into work 
of her/his own volition, assuming she/he fulfils the necessary qualification criteria 
and is deemed suitable for the work by the employer in question. The government 
shall not interfere with this right, except in cases when the individual in question:

a)  Poses a known threat to the safety of others;

b)  Poses a national security risk;

c)  Is likely to receive levels of pay and conditions of employment that fall below 

the minimum standards agreed for a just society;

d)  Lacks the national work permit;

e)  Has an unserved criminal record and/or is awaiting legal trial.

Toolkit on Gender-sensitive Communication 

47

Chapter 6:  
Practical tools 
(checklists and 
summary tables)

Chapter 6: Practical tools (checklists and summary tables) 

Practical tools

To ensure that you’ve used ‘gender-savvy’ language in your writing, try asking yourself 
the following questions:

Checklist

Do you recognise stereotypes and avoid repeating them through your 
language?

Do you actively seek ways of being inclusive to both women and men?

Does your language reflect the idea that women, men and those of a non-
binary gender are independent persons of equal value, dignity, integrity 
and respect?

When using gender-neutral language, have you considered whether there 
might be hidden gender elements to the discussion that mean you should 
be using gender-sensitive language instead?

Tip! Policymakers and law-makers should almost always try to use 
gender-sensitive language, rather than gender-neutral language.

Do you avoid terms that may be patronising or belittling to one gender?

Would the adjectives that you use to describe one gender be equally ap-
plicable to another gender?

Did you check your document for gender-biased language?

Have you avoided describing women solely in relation to men?

Do you avoid using ‘man’ or ‘he’ to describe the experiences of everyone?

When describing professional occupations, have you used gender-neutral 
terms, such as chair, spokesperson and headteacher?

If you answered yes to all of the above, the chances are your language is free 
of gender bias. 

50

European Institute for Gender EqualityChapter 6: Practical tools (checklists and summary tables) 

Practical tools
Solutions for how to use gender-sensitive language

Gendered 
pronouns (he or 
she)

  He/she; she/he; he or she; she or he; s/he.

  His/her; her/his; his or her; her or his.

  Use the third person plural (‘they’).

Information 
about gender 
and gendered 
nouns (“female 
lawyer”)

Gendering  
inanimate 
objects

Stereotypical

images

Invisibility or 
omission

  Use gender-neutral pronouns, such as “ze”.

  Rephrase to omit pronoun.

  Replace with definite article (the) or indefinite article (a).

  Do not provide irrelevant information about people’s gender.

   Avoid using gendered nouns. Use gender-neutral descrip-
tions instead (e.g. police officer).

  Simply use the occupation title with no gender description.

  Use the pronoun ‘it’ to talk about inanimate objects.

   Make sure that that the images you choose to use in com-
munication materials do not reinforce gender stereotypes. 
Include a wide mix of people in different environments.

  Do not use ‘man’ or ‘he’ to refer to the experiences of all 

people.

   Make clear that you are referring to men and women by nam-
ing each.

Subordination 
and

   Ensure that your language actively promotes gender equality 
by not trivialising or subordinating women.

trivialisation

   When referring to women you should use the term Ms which 
does not denote marital status.

   Always use the same naming conventions for men and wom-
en when referencing.

   You should be aware of the word order of your phrases and 
make sure that you are not always putting the male version 
first.

  Avoid patronising women using more innocuous terms.

Toolkit on Gender-sensitive Communication 

51

Chapter 6: Practical tools (checklists and summary tables) 

Pronouns

Gender

Subject

Object

Possessive Possessive Reflexive

Female

Male

Neutral

She

He

Ze

Her

Him

Hir

Her

His

Hir

Hers

His

Hirs

Herself

Himself

Hirself

To ensure you avoid gendered pronouns, please take a look at the following example 
sentence and proposed alternatives:

Gendered pronouns

Solution

Alternatives

Use his or her.

Change the sentence 
to a plural.

X  When  every  par-
ticipant contributes 
his  own  ideas,  the 
discussion  will  be 
a success.

Rephrase to omit pro-
noun.

Use the gender neu-
tral pronoun ze.

√  When every participant contrib-
utes her or his own ideas, the dis-
cussion will be a success.

√  When all participants contribute 
their own ideas, the discussion will 
be a success.

√  The discussion will be a success 
when every participant contrib-
utes ideas which that participant 
had thought of.

√  When every participant contrib-
utes hir own ideas, the discussion 
will be a success.

Use  you  (if  speak-
ing  directly  to  an 
audience).

√  When  each  of  you  participants 
contributes your own ideas the 
discussion will be a success.

Use an or the in place 
of the pronoun.

√  When every participant contrib-
utes an original idea, the discus-
sion will be a success.

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European Institute for Gender EqualityChapter 6: Practical tools (checklists and summary tables) 

Further examples of gendered pronouns and alternatives

Gendered pronouns

Solution

Alternatives

X  The contractor should 
make  his  request  to 
change the report in 
two weeks.

X  Anyone  disagree-
ing  with  this  state-
ment should give his 
reasons.

X  You can always read 
a doctor’s bill but you 
can  never  read  his 
prescription.

X  A  researcher  was 
awarded  a  price  for 
his research paper.

X  When  preparing  the 
final report for the cli-
ent, please send him 
all accompanying ma-
terial in an annex.

√  The contractor should make his/
her request to change the report 
in two weeks.

√  All  those  (anyone)  disagreeing 
with this statement should give 
their reasons. (Use the singular 
plural with caution.)

√  You can always read a doctor’s 
bill but you can never read her/
his prescription.

√  A researcher was awarded a price 

for the /a research paper.

Use his/her.

Change  the  sen-
tence to a plural.

Use her/his.

If the gender of the 
researcher  is  not 
known replace pro-
nouns with articles: 
use the or a.

Remove  the  pro-
noun.

√  When preparing the final report 
for the client, please send all ac-
companying material in an annex.

X  Every conference par-
ticipant must send in 
his presentation two 
weeks  prior  to  the 
date.

Remove  the  pro-
noun or use gender-
neutral pronoun ze.

√  Every  conference  participant 
must  send  in  the  presentation 
two weeks prior to the date.

√  Every  conference  participant 
must send in hir presentation two 
weeks prior to the date.

Toolkit on Gender-sensitive Communication 

53

Chapter 6: Practical tools (checklists and summary tables) 

Examples of situations where women may be subject to invis-
ibility or omission and alternatives to use

Gendered examples

Solution

Alternatives

X  Each participant should 
submit his paper a week 
before the meeting.

Use his/her.

X  The head of unit has to 
travel abroad often. This 
places  a heavy  burden 
on him and his family.

Change the sentence 
to  a  plural.  Use  his/
her.

X  Under the law, all men 

are equal.

Use women and men 
or people.

√  Each participant should sub-
mit his/her paper a week be-
fore the meeting.

√  The head of unit has to travel 
abroad  often.  This  places 
a heavy burden on  her/him 
and his/her family.

√  The  heads  of  unit  have  to 
travel abroad often. This plac-
es a heavy burden on them 
and their families.

√  Under the law, all women and 

men are equal.

√  Under the law, all people are 

equal.

X  The  second  candidate 
was  the  best  man  for 
the job.

Avoid  omission  and 
use person.

√  The  second  candidate  was 
the best person for the job.

X  This house is located in 
no man's land between 
two villages.

Remove  the  gen-
dered noun, use un-
claimed territory.

√  This house is located in un-
claimed territory between two 
villages.

X  To  boldly  go  where  no 
man has gone before.

Remove  the  gen-
dered  noun,  Use 
no-one.

√  To boldly go where no-one 

has gone before.

X  In the fieldwork phase of 
the project the research 
team is encouraged to 
talk  to  the  man  in  the 
street.

Avoid  use  of  men 
when  referring  to 
both  women  and 
men. Use average or 
ordinary people.

√  In the fieldwork phase of the 
project the research team is 
encouraged to talk to ordi-
nary people.

54

European Institute for Gender EqualityChapter 6: Practical tools (checklists and summary tables) 

Examples of common gendered nouns and alternatives

Gendered nouns

Alternatives

X Businessman or businesswoman

√ Business executive

X Chairwoman or chairman

√ Chair or chairperson

X Female lawyer

√ Lawyer

X Policeman or policewoman

√ Police officer

X Repairman

√ Repairer, technician

X Steward or Stewardess

√ Flight attendant

X Salesman

X Workman

X Man

X Mankind

X Spokesman

X Manpower

X Cameraman

X Policeman

√ Salesperson, sales clerk

√ Worker

√ Person, individual, human being

√  Humanity, human beings, people, men 

and women

√ Spokesperson, representative

√ Workforce, human power, labour force, 
workers

√ Camera operator, for plural: camera 
crew

√ Police officer

Examples of common adjectives that carry a gender connota-
tion and alternatives

Gendered adjectives

X Bossy or pushy

Alternatives

√ Assertive

X Emotional or hormonal

√ Passionate, enthusiastic, empathetic

X Ditsy

√ Silly

X Frigid (no male equivalent)

√ Lacking sexual responsiveness

X Frumpy

X Shrill

√ Dowdy and old fashioned

√ High pitched, grating voice

X Loose (no male equivalent)

√ Having sexual confidence

X Hysterical

X Mumsy

X Virile

√ Irrational

√ Dowdy and old fashioned

√ Strong, energetic

Toolkit on Gender-sensitive Communication 

55

Chapter 6: Practical tools (checklists and summary tables) 

Phrases to look out for – try swapping the order of these phras-
es sometimes

King and Queen

Men and women

Ladies and gentlemen

Boys and girls

Husband and wife

Phrases to look out for

Mother and father

Brother and sister

Lord and Lady

Sir/Madam

Boyfriend and girlfriend

Turns of phrase which exclude women

Gender-discriminatory

Better

X Master of ceremonies

√ Host

X A man’s home is his castle

X Best man for the job

√ One’s home is one’s castle, a person’s home is their 
castle, a person’s home is his or her castle

√ Best candidate for the job, best person for the job, 
best woman or man for the job

X Joe public

√ An average citizen

X  An Englishman, 

a Frenchman, and 
Irishman

√ An English/ French/ Irish person

X Gentlemen’s agreement

√ Informal arrangement

X Man-hour

√ Staff hour

X Workmanship

√ Handiwork or expertise

X Statesman

√ Politician, diplomat

X Mastermind

√ Create/creator

X Countryman

√ Compatriot

X Masterplan

√ Grand plan

X Brotherhood

√ Kinship, community

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European Institute for Gender EqualityChapter 6: Practical tools (checklists and summary tables) 

Remember the key principles for 
inclusive language use

1.  Recognise and challenge stereotypes.

2.  Be inclusive and avoid omission and making others invisible.

3.  Be respectful and avoid trivialisation and subordination.

These principles and the guidance provided in this toolkit will help ensure all your 
communication is gender-sensitive.

Toolkit on Gender-sensitive Communication 

57

References 

References 

Chapter 3

Audio-visual Media Services Directive (2010/13/EU): http://www.etsi.org/images/files/
ECDirectives/2010_13.pdf

Council of Europe (1990), Recommendation on preventing and combating sexism:  
https://rm.coe.int/prems-055519-gbr-2573-cmrec-2019-1-web-a5/168093e08c

Equal treatment legislation in the European Union: http://ec.europa.eu/justice/
gender-equality/index_en.htm

European Parliament, Gender-neutral language in the European Parliament: http://
www.europarl.europa.eu/cmsdata/151780/GNL_Guidelines_EN.pdf

Haut Conseil pour l’égalité entre les femmes et les hommes, Guide pratique pour une 
communication publique sans stereotype de sexe: http://www.haut-conseil-egalite.
gouv.fr/IMG/pdf/guide_pour_une_communication_publique_sans_stereotype_de_
sexe_vf_2016_11_02.compressed.pdf

The opinion of the Advisory Committee on Equal Opportunities for Women and 
Men  (European  Commission)  on  breaking  gender  stereotypes  in  the  media:  
https://eige.europa.eu/docs/3093_2010-12_Opinion_on_Breaking_gender_stereo-
types_in_the_media_EN[1].pdf

UNESCO,  Guidelines  on  gender-neutral  language:  http://unesdoc.unesco.org/
images/0011/001149/114950mo.pdf

Chapter 4

Bleuel, N. (2016). Promoting gender equality through emoji: https://blog.google/topics/
causes-community/promoting-gender-equality-through-emoji

Kim, F., Kanthoul, L. and Wiseman, E. (2015). Gender and Communications Toolkit. 1st 
ed. International Organization for Migration. 

Michigan Technological University, (2016). Gender-Sensitive Language, What is “gender-
sensitive language” and why should I use it?: https://www.mtu.edu/policy/development/
how-to/19_Gender-Sensitive_Language.pdf

60

European Institute for Gender EqualityReferences 

National Commission for the Promotion of Equality, Malta (2008) A Gender Sensitivity 
Manual. Blata l-Bajda, Malta: European Community Programme for Employment and 
Social Solidarity – PROGRESS (2007-2013).

Sanghani, R. (2016). Feisty, frigid and frumpy: 25 words we only use to describe women. 
The Telegraph: :  https://www.telegraph.co.uk/women/life/ambitious-frigid-and-frumpy- 
25-words-we-only-use-to-describe-wom/

Statt,  N.  (2016).  Apple  is  improving  emoji  gender  diversity  in  iOS  10.  The  Verge: 
http://www.theverge.com/2016/8/1/12342698/apple-ios-10-emoji-update- 
women-unicode-consortium

Teachit (2007) Gender and Representation - Getting the terminology in place: https://www.
teachitenglish.co.uk/resources/ks5/language-and-gender/social-contexts/gender-and- 
representation/7144 

The Writing Center. Gender-inclusive Language. UNC College of Arts and Sciences: 
https://writingcenter.unc.edu/tips-and-tools/gender-inclusive-language/ 

Toolkit on Gender-sensitive Communication 

61

GETTING IN TOUCH WITH THE EU

IN PERSON
All over the European Union there are hundreds of Europe Direct information centres. You can 
find the address of the centre nearest you at: https://europa.eu/european-union/contact_en

ON THE PHONE OR BY EMAAIL
Europe Direct is a service that answers your questions about the European Union. 

You can contact this service:
– by freephone: 00 800 6 7 8 9 10 11 (certain operators may charge for these calls),
– at the following standard number: +32 22999696 or 
– by email via: https://europa.eu/european-union/contact_en

FINDING INFORMATION ABOUT THE EU

ONLINE
Information about the European Union in all the official languages of the EU is available on the 
Europa website at: https://europa.eu/european-union/index_en

EU PUBLICATIONS
You can download or order free and priced EU publications at: https://publications.europa.eu/
en/publications. Multiple copies of free publications may be obtained by contacting Europe 
Direct or your local information centre (see https://europa.eu/european-union/contact_en).

EU LAW AND RELATED DOCUMENTS
For access to legal information from the EU, including all EU law since 1952 in all the official 
language versions, go to EUR-Lex at: http://eur-lex.europa.eu

OPEN DATA FROM THE EU
The EU Open Data Portal (http://data.europa.eu/euodp/en) provides access to datasets from 
the EU. Data can be downloaded and reused for free, both for commercial and non-commer-
cial purposes.

http://eige.europa.eu