Gender-neutral language in social media: effects on consumer attitudes and engagement

<p dir="ltr">Purpose: This paper examines the effects of gender-neutral language on consumer attitudes and engagement, focusing on its implications in a linguistically gendered context (French). The aim is to identify the conditions under which gender-neutral language can positively influence brand perception and consumer behaviour. Design/methodology/approach: Two studies were conducted with a total of 809 participants, using experimental designs to test several types of gendered and gender-neutral language. The research included a between-subjects design, with conditions varying by type of language and the presence or absence of explanations for its use. Data were analysed using ANOVA and regression analyses. Findings: The findings reveal that men are generally indifferent to gender-neutral language unless an explanation of this choice is provided, which can enhance their attitudes toward the brand. Women demonstrate higher engagement and purchase intention with gender-neutral language when no explanation is offered, except for those with high adherence to gender stereotypes, who are less favourable. The study underscores the significance of contextual explanations in mitigating resistance to gender-neutral language. Research limitations/implications: The study focuses on explicit perceptions of neutrality, sexism and inclusivity, leaving implicit cognitive responses unexplored. Future research could adopt cross-cultural comparisons and incorporate more diverse gender identities for broader insights. Practical implications: Brands should carefully consider their communication strategies when adopting gender-neutral language, emphasizing contextual explanations to enhance consumer acceptance and engagement. Social implications: Promoting gender-neutral language in marketing can contribute to broader societal acceptance of inclusivity, potentially reducing gender biases embedded in language use. Originality/value: This research is among the first to explore the intersection of gender-neutral language and consumer behaviour in a gendered language context. It highlights the nuanced role of adherence to gender stereotypes in shaping consumer responses and provides actionable insights for brands adopting inclusive language strategies.</p>