All around the world, people gather to recognise Transgender Awareness Week on 13-19th November. This is a recognition of the Trans, Non-Binary and Intersex (TNBI) community, the progress they have made, the obstacles they have faced, and the actions we can all take in allyship. The week culminates in the Transgender Day of Remembrance on 20th November, which honours members of the TNBI community who have died at the hands of transphobia.
In June, we wrote a blog explaining why we need to support LGBTQ+ rights throughout the year. However, Cisgender people (someone who isn’t’ Trans or Non-Binary) should also consider allyship with TNBI colleagues in particular. At a time when Trans people’s voices have become more prominent, so has the backlash against them.
What is the current climate like for the TNBI community?
For our comms to be inclusive and progressive, we first need to acknowledge the current climate.
In the UK, the Equality Act makes it illegal to discriminate against someone because of their gender identity. Even so, a 2018 Stonewall Trans Report found that over half of Trans and Non-Binary people in employment have hidden their identities at work for fear of discrimination. The report also found that:
- One in eight Trans colleagues has been attacked by a work colleague
- Almost half of Trans people don’t feel comfortable using public toilets
- Two in five Trans people avoid walking streets alone
Sadly, some press pieces have contributed to this. Despite the IPSO Editor’s Code of Practice, some reporting on Trans people can include misgendering (referring to someone as a gender they don’t identify as) and deadnaming (referring to someone’s previous name after it has been legally or socially changed).
How can we use language to support the TNBI community?
No one wants to cause harm with their marketing. But a lack of awareness can lead to assumptions that perpetuate unhelpful narratives.
The charity TransActual provides a helpful glossary to become familiar with if you aren’t already. In addition, here are some other ways to ensure you are Trans inclusive:
- Refer to someone as a person, rather than their gender. (E.g. ‘That person’ instead of ‘That man/woman’)
- Putting pronouns in email signatures (e.g., inputting ‘she/her’ next to your name and job title if you are comfortable)
- Respecting those who don’t wish to use pronouns
- Assuming someone’s pronouns are they/them until you learn otherwise
- If needing to ask someone their pronouns, offer yours first without putting them on the spot (‘Hi, my name is Cerys, and my pronouns are she/her. What’s your name?’)
While it may be challenging to do this at first, it will soon feel second nature. Consuming content written by Trans people can help us understand these perspectives more.
How can we use marketing to uplift the TNBI community?
When sharing marketing and communications about TNBI people, take a moment to reflect on whether the audience needs to know their sex or gender identity. The TNBI community has often faced stereotypes of being ‘inspiring’ or felt pressure to share their entire life story. It’s also important to remember that it’s against the Equality Act to ‘out’ a TNBI person without their consent.
Consider the narrative that you are unconsciously telling with your communication. Here are some stereotypes the TNBI face repeatedly in the media:
- Being treated as a monolithic group rather than as individuals with their own ideas and ambitions
- Being painted as brave because of their gender, not because of their accomplishments
- Seen as domineering, oppressive or violent
- Having a ‘Trans agenda’ or ‘gender ideology’
- Following a trend or a phase
- Focusing solely on whether they have received medical treatment
The best way to make sure that Trans people are best represented is to include them. Marketing can be Trans inclusive even if the content isn’t TNBI-related.
What else can we do to support our TNBI colleagues?
If you don’t have Trans-friendly workplace policies already, work with a Trans consultant like Gendered Intelligence to create one.
For marcomms, resources available from https://transmediawatch.org/ are useful.
Being Trans inclusive isn’t just avoiding discomfort. It means making sure that everyone has a seat at the table. The more voices we include, the stronger our communication and our lives become.
Magenta is proud to support and centre TNBI voices. To find out more about our TNBI inclusive marketing, get in touch with us.
