The Power of Words

written with Anja Leist

Language is more than a communication tool – it shapes thought and affects choices in everyday interactions. Quantitative research increasingly shows that words influence our thoughts in ways we are often unaware of. For example, tests measuring subconscious attitudes reveal that bilingual individuals show different biases when tested in the other languages they speak (Ogunnaike, Dunham, and Banaji 2010; Danziger and Ward 2010). Differences in language structure also impact our behaviour in economic settings. For instance, Chen (2013) shows that speakers of languages that clearly distinguish the future from the present (e.g., English) tend to allocate lower shares of the household income to savings than those whose languages do not make such a distinction (e.g., German).

What we see, read and hear influences our perception of the world

Language implicitly transports concepts, norms, and roles. Over five decades of research have investigated the pictures that children draw when asked to draw a scientist (Miller et al, 2018). (This experiment only works in language contexts that leave the gender of occupations neutral.) While still nowadays, fewer pictures on average depict a female scientist, this rate has increased from close to 0% in the 1960s to around 28% in the 2020s. In fact, over half of the girls observed draw female scientists, reflecting children's increased exposure to female scientists in educational and leisure material. This provides a signal that girls perceive the career of a scientist as something that is ‘for them’, and that they could achieve such a career if they work hard – a fact that will hopefully translate to higher female representation in science and innovation later on, with all associated benefits for societies (Schiebinger et al., 2020). Similarly, as adults, language influences our perceptions of the world and vectors norms and values by providing visibility.

How inclusive language promotes equality between the genders

Research has also shown that language reflects gender roles and reinforces social norms on roles assigned to men and women in the household and in society and it influences how we see gender. The words we choose can either support biases or challenge them. When language does not explicitly make girls and women visible, they are less likely to attain similar educational levels as men. For example, speaking a gendered language is linked to a 0.75-year increase in the educational gender gap between men and women and a 7.6% rise in the gender gap in secondary school completion (Davis and Reynolds, 2018), a fact that should worry policymakers who strive to ensure that all children develop their full potential. Educational achievement rates, societally, reflect a ‘good life’ for citizens, and as such are rightfully part of the United Nations’ Human Development Index.

Inclusive communication refers to the use of respectful language, avoids stereotypes, and promotes equality by recognizing and addressing the diversity of people. It seeks to avoid language that may inadvertently exclude certain people based on gender, race, ability, or other characteristics. The use of masculine terms as the "default" form comes from historical social structures dominated by men. Many languages (Latin and Greek, for example) categorised nouns as masculine or feminine. In many cases, masculine words became the standard terms during periods when men held most political, social, and economic power.

Language intentionally and unintentionally maintains unequal social structures

Even though linguistic traditions have deep historical roots, research shows their ongoing effects. Studies by Gastil (1990) and Hyde (1984) found that using male-generic pronouns causes listeners to picture men, even when the intent is to be inclusive. In countries with gendered languages, Prewitt-Freilino et al. (2012) found greater indices of gender inequality, greater inequality in education and labour (Gay et al, 2017), as well as in household roles (Hicks et al, 2015). Kricheli-Katz and Regev (2021) linked gendered languages to lower math performance among women, as these language structures subtly damage their confidence in traditionally male-dominated fields. These findings show that language not only reflects inequality but it also contributes to maintaining it. For example, Hicks et al. (2015) looked at the connection between language, unpaid household labour, and gender identity, finding that language plays a role in how household work is divided.

Why modern societies need gender-inclusive language

There are numerous societal reasons to represent women in language besides providing more equitable opportunities for them. In economic terms, better representation of women in everyday language makes male-dominated careers more appealing to women, thereby expanding the talent pool with both capable men and women to meet the growing demands of the labour force. This also increases the potential for medical and technological innovation through increased diversity in those sectors. Societally, gender-inclusive language also benefits men, specifically when we think of occupations currently mainly held by women and in need of increasing diversity. Increasing male representation in, for instance, primary education helps boys in need of (additional) role models, and increasing male representation in nursing will help in the fight against current – and even more dire future – staff shortages.

Keep those cultural achievements worth keeping

Efforts to challenge these language norms often face resistance from those who prefer the "classical" structures of Latin and Greek. Critics argue that inclusive language changes damage the elegance of traditional grammar. However, this view overlooks how these linguistic traditions were products of societies that excluded women from public life and intellectual work. Keeping these outdated conventions in place only reinforces inequality under the guise of protecting culture.

Inclusive communication is not about rejecting history; it is about adapting it to create a fairer, more equal society. In French and other languages, using feminine titles and gender-neutral terms challenges biases built into grammar and helps create a more inclusive future.

Chen, J. I., He, T.-S., & Riyanto, Y. E. (2019). The effect of language on economic behaviour: Examining the causal link between future tense and time preference in the lab. European Economic Review, 120, 103307.

Danziger, S., & Ward, R. (2010). Language changes implicit associations between ethnic groups and evaluation in bilinguals. Psychological Science, 21(6), 799–800.

Davis, L., & Reynolds, M. (2018). Gendered language and the educational gender gap. Economics Letters, 168, 46–48.

European Commission: Directorate-General for Research and Innovation. (2020). Schiebinger L. et al, Gendered innovations 2 – How inclusive analysis contributes to research and innovation – Policy review. Publications Office of the European Union.

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Ogunnaike, O., Dunham, Y., & Banaji, M. R. (2010). The language of implicit preferences. Journal of Experimental Social Psychology, 46(6), 999–1003.

Prewitt-Freilino, J., Caswell, T. A., & Laakso, E. (2011). The gendering of language: A comparison of gender equality in countries with gendered, natural gender, and genderless languages. Sex Roles, 66, 268–281.