Are corporations prepared for an emerging gender expansive workforce

Last year, I participated in a roundtable discussion on LGBTQ+ issues as part of a leadership conference. As panelists, we were asked, what one thing could we do to create a more inclusive space. Sitting there before the group of allies, including senior leadership from Starbucks, I made my bold request: please consider eliminate your use of the words ‘sir’ and ‘ma’am’ when greeting customers. We think we’re being polite when we use these terms, but in truth, we run the risk of offending people—especially people who identify as non-binary who often feel beaten down by frequent, casual mis-gendering that eats away at their sense of self.

This may seem like a big ask, considering how deeply such gendered practices are entrenched in our society. But we must take into account the growing number of people who self-identify as something other than singularly male and female, and the realities they face every day.

Across the country, a growing number of states and other jurisdictions as well as school districts, airlines, and corporations now offer a third gender option on forms such as job applications and government identification cards. Just a few months ago, Merriam-Webster officially adopted the use of the non-binary pronoun ‘they’ to refer to a “single person whose gender identity is nonbinary,” declaring it the 2019 word of the year. These shifts reflect a changing society, and corporations would be well advised to adapt their own practices accordingly. Today, just two gender pronouns, two check boxes, and two “polite” salutations are simply not enough.

A 2018 survey by the nonpartisan Pew Research Center showed that a full 35 percent of Generation Z (ages 12 to 21) say they personally know someone who uses gender-neutral pronouns like ‘they’ and ‘them.’ Eighty-one percent report that gender does not define them (regardless of how they identify), while 59 percent agree, according to Pew, that “forms or online profiles that ask about a person’s gender should include options other than ‘man’ or ‘woman.’” If corporations want to grow and thrive, they must heed the call to adapt traditional business practices to meet the needs of the changing social landscape. Norms and policies to consider modifying include hiring practices, workplace language and communications, dress codes and personnel policies, as well as consumer-facing branding and communication.

Two years ago, I created and launched a brand designed to challenge traditional gender binaries. This work has highlighted for me how our entire social construct is set up in a strictly binary system, creating clear divisions and limiting our capacity to fully express ourselves. Today, along with running my retail business, I serve as a speaker and educator, traveling the world to places including Dubai, São Paulo, and Tokyo. A global movement is already underway and wise business leaders understand that they need to learn more to get out in front of these changes, both as employers and as marketers. We are at a critical moment in history, one that demands an unlearning of antiquated mindsets and a relearning of language and practices that reflect our growth as a society.

This year Gen Z will account for over one-third of the U.S. population, making up 40 percent of all consumers, possessing an estimated buying power of $143 billion. Gen Z is also the newest generation to enter the workforce. Unlike any generation we’ve encountered before, these folks are demanding that we rethink and address our dated constructs. Responsible leaders and corporations alike must be at the forefront of the market’s demand for cultural change while employing effective and energetic recruitment and retention efforts. Taking these vital steps will define companies as relevant, current, and forward-thinking institutions—allowing them to recruit and retain the best talent. 

The world is changing rapidly. Consumers and employees alike are increasingly focused on transparency and inclusivity. Corporations ignore these societal shifts at their peril. Addressing these concerns is not only a financial consideration but a legal one. The gender-expansive, transgender, and non-binary communities have seen significant legal and legislative victories in recent years. New York and California are leading the way with some of the nation’s strongest protections including the creation of nonbinary gender markers. I often ask corporate leaders to embrace this shift because it’s the right thing to do. But if that doesn’t convince them, I remind them that exclusive practices are now against the law. Inclusive practices can prevent them from potential legal issues. 

While in recent years corporations have made great strides in their diversity and inclusion efforts, nonbinary and transgender individuals remain grossly underemployed and at high risk of discrimination in the workplace. Companies cannot afford to risk being out of compliance with legal protections. Nor can they risk being out of step with gender-expansive practices that more and more employees and customers are coming to expect. 

I hear that old habits die hard. Modifying age-old traditions aren’t always easy, but we’re constantly in a state of unlearning and relearning—especially when it comes to language. It wasn’t that long ago that I’d have asked ‘thou’ to consider this. At its core, my request on the panel is all about encouraging kindness and civility. After all, what’s so hard about skipping the ‘sir’ or ‘ma’am’ to instead politely say, “Hello, may I help you?” or “Have a wonderful day!” This way, everyone wins.