52 percent of the PR professionals surveyed stated that they only occasionally use gender language or gender-sensitive language in their professional communication. Only just over a quarter (28 percent) use gender consistently. This contrasts with 5 percent who do not yet use gender at all and 13 percent who do not plan to do so in the future. 2 percent of respondents stated that they would revert to non-gender-inclusive language in their communication.

Relevance recognized

However, the results also show that almost half (49%) attribute relevance to gender in communication and consider it to be very important or somewhat important. On the other hand, just over a third (35%) rate gender in external and internal communication as rather unimportant or completely unimportant. In turn, 15 percent of respondents 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%) already have explicit guidelines for gender-sensitive communication. This still contrasts with 40 percent who have no guidelines for gender-sensitive language in the company.

The pros and cons of gender-appropriate language

Looking at the pros and cons in detail, the reasons for not using gender language and, on the other hand, for using it can be attributed to both internal and external influences.

Those who do not use gender language cite the difficulty of reading texts as the main reason (69%). Other reasons include a lack of conviction on the part of those responsible for communication (45%) and management (42%). Companies also refrain from using gender language because they fear reservations on the part of employees (41%) or customers (36%). A further 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 appropriately.

Fear of an increased need for internal coordination or failed test runs, on the other hand, are less likely to lead to the abandonment of gender language (5 percent in each case). Respondents were even less likely to cite a lack of knowledge about gender-sensitive language (3 percent) or a public shitstorm (2 percent) as reasons for not using gender.

Those who consciously use gender language in communication do so mainly to reflect their corporate values (46%) or because they see an advantage in addressing different target groups (43%). In each case, 35 percent cite the conviction of those responsible for communication or social expectations as reasons. Many PR professionals also see advantages in gender-sensitive language for the image and reputation of the company (33%) and for employer branding (32%). Clear guidelines within the company and the expectations of employees (30 percent each) and customers (23 percent) also play a role. At 27%, management conviction is also in the bottom third of motives.

Results in detail

Do you use gender-neutral and/or gender-sensitive communication in your external and internal communications?

• Yes, throughout 28%
• Yes, partially 52%
• No, not yet 5%
• No, not planned for the future either 13%
• No, not in the future 2%

How important is gender language or gender-sensitive language in your view?

• Very important 17%
• Rather important 32%
• Neither 15%
• Rather unimportant 13%
• Completely unimportant 22%
• Don't know 1%

Does your company have explicit guidelines on gender-sensitive language?

• Yes 59%
• No 40%
• Don't know 1%

Why does your company refrain from using gender language or gender-sensitive language? (multiple answers possible)

• Text legibility is made more difficult 69%
• Does not correspond to the conviction of those responsible for communication 45%
• Does not correspond to the management's conviction 42%
• Employees refuse to 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 requirements increase significantly 5%
• Test run was not successful 5%
• Lack of knowledge about gender language or gender-sensitive language 3%
• Fear of a public shitstorm 2%
• Do not know 3%

Why does your company use gender language or gender-sensitive language? (multiple answers possible)

• Corresponds to the company values 46%
• It pays to address different target groups 43%
• Corresponds to the conviction of those responsible for communication 35%
• Company expects it 35%
• It pays off in terms of the company's image and reputation 33%
• It pays for employer branding 32%
• There are clear guidelines for this in the company 30%
• Employees expect it 30%
• Consistent with management's convictions 27%
• Customers expect it 23%
• Do not know 4%

For the PR Trend Monitor News Aktuell and Per conducted an online survey in February 2024 among 327 communications professionals from companies, organizations and PR agencies in Switzerland and Germany.

Per specializes in data-driven and evidence-based communication and aims to be a significant part of its clients' value creation. To this end, the agency has been using AI systems to analyze the reputation of companies in comparison to the competition for years. Based on this, recommendations for action are developed to enhance reputation through targeted communication. An approach that also offers decisive advantages for successful dialog marketing in the future.

"With the acquisition of Four, we are heading for new shores together. The merger will give us a broader base and drive our growth forward," explains Roland Heintze, Managing Director of the Per-Agency Group.

In Zurich, Per is led by Christian Hansen, who is active as Managing Partner. Phillip Sträuli, CD Art, is also a partner and heads the creative department together with Björn Brinkmann, CD Text. This ensures continuity in the management of existing mandates, writes the agency.

"After 15 years as a successful full-service agency for customer acquisition
and customer loyalty, we can now draw on the Per Group's strength and 20 years of experience in reputation management for our consulting services," explains Hansen. "The analyses and findings from our AI-based reputation, topic, source and media analyses are of particular importance here. Using the Group's own analysis tools and our data analysis unit, we offer up-to-date Power BI media analysis dashboards, which enable us to make significantly improved fact-based recommendations for action for all dialog communication."