Germany Bans Gendered Language in Insurance: 'Man' is Out
German authorities have introduced a comprehensive guideline prohibiting insurance companies from using certain words like 'man' to promote gender-neutral language. The Chartered Insurance Institute (CII) has issued a guide advising members to avoid phrases containing 'man', deeming them offensive.
The CII's guide aims to foster inclusion and create a more welcoming environment. It suggests replacing phrases like 'man the phones' and 'man the desk' with gender-neutral alternatives such as 'attend the phones/desk'. Other words and phrases advised to be replaced include 'workmanship', 'man-made', 'mother and father', 'Christian name', 'surname', 'faith', 'boyfriend/husband', and 'family planning clinic'.
The guide also discourages using terms like 'welcome ladies and gentlemen', 'policeman', 'cleaning ladies', and asking 'what is your marital status?'. Alternatives suggested include 'welcome everyone', 'police officer', 'cleaning staff', and 'what is your relationship status?'.
Critics have argued that the guide lacks common sense and risks excluding most groups by changing everyday words and phrases. Alka Sehgal Cuthbert, director of campaign group Don't Divide Us, stated that changing words like 'pensioner' excludes most of the population. The CII has suggested alternatives like 'mature individual', 'older individual', or 'senior citizen'.
The CII's spokesman emphasized the importance of treating all people fairly, regardless of various factors, and upholding professional behaviors. While the guide has been helpful to many CII members, it has also faced criticism for going too far in its pursuit of inclusivity.
