SmartGendern as a smart complete solution

Our consulting partner Fairlanguage

There are many factors you can consider to improve your texts. But there are few where there are as many question marks or scepsis than when it comes to gendering or the use of gender-appropriate language. If you need advice on this topic, our partner agency Fairlanguage is the right place for you. Fairlanguage provides tailored and effective help with knowledge of the background and possible applications. With an experienced team, Fairlanguage has been advising companies, organizations and institutions that want to make their internal and external communication more inclusive and fairer since 2018, including Audi, Bayer, Otto, Canon, Vodafone, Roche, FRoSTA, Beiersdorf and the Max Planck Society.

First of all, we would like to answer some of the questions you may have on this topic:

Do you have to use gender?

Are you wondering whether you really need the "Smart Gendern" tool? After all, it is clear that all people are included, even if you use the generic masculine. It's not that simple. There are now enough studies that clearly show that it is primarily the people who are addressed who feel addressed by texts. So if your target group is not just made up of men and you really want to appeal to as broad and diverse an audience as possible, the conscious use of gender-appropriate language is a must-have.

Does gendering suit you?

Just as you think about specific terminology and the tone of your texts to define your style or brand image, the concrete implementation of gender-appropriate language should also suit you. And no, it doesn't mean the same thing to use an internal I, double nouns, the gender star or the colon. Whether you ultimately opt for gender-neutral formulations that do not focus on the gender of people or for the use of the gender star - the decision should reflect your attitude and your brand positioning.

Introducing gender-sensitive language is a process that requires strategy and planning. How do you start? And where? What are the needs of the company, the organization or the institution and the individual employees? How can critical voices be dealt with and how can persuasion be achieved? With our consultations, strategy workshops or the moderation of working groups, we help you to create clarity and make well-founded decisions.

How can you implement this uniformly?

If your employees know why they should do something, they will achieve better results. The switch to gender-inclusive language should always be understood as a process in which both the "why?" and the "how?" are explained and guided. Workshops or eLearning courses can help to sensitize everyone involved and enable them to gain confidence in the application.

What are the benefits for you?

First of all, introducing gender-inclusive language will improve your texts by making them more precise. Which people should actually be addressed? When is a person's gender relevant to the content of the text and when does another aspect come to the fore? What is actually meant by the word "user-friendly"? Depending on the area in which your gender-appropriate content is used, it will also strengthen your brand, attract more relevant talent to your company and improve your corporate culture. When everyone is addressed, everyone ultimately benefits. 

How does Fairlanguage help you?

As experts in inclusive communication, we at Fairlanguage will accompany you on your journey to gender-inclusive language. No matter whether you are already in the middle of the process or still at the very beginning: We have the right solution for every situation. From keynote speeches, workshops and e-learning formats to strategic advice and practical help with implementation - with a focus on inclusive communication, we provide support for all questions relating to gender-equitable, anti-racist and anti-ableist language in corporate communication, marketing or inclusive recruitment. You benefit from our experience from over 150 projects with over 80 clients from all industries and business sectors.