The "gender dilemma" in German brand language

First things first: brand language can go many ways. This includes innovative grammar, a language mix, an unusual syntax or new word constructs. How far brand language can go is a marketing decision. But what about gender inclusivity in advertising slogans?

This article discusses the increasing – and increasingly politicized – use of gender inclusivity within the German language as such and brand language or advertisements in particular. As of today, this is a topic specific to German-speaking markets. Therefore, we chose not to translate this article.

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You will find the original text on the German version of this page. Or contact us directly to find out more!

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Gender-inclusive brand language in Germany

First things first: brand language can go many ways. This includes innovative grammar, a language mix, an unusual syntax or new word constructs. How far brand language can go is a marketing decision. But what about gender inclusivity in advertising slogans?

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