As a professional photographer, understanding your client's needs and treating them with dignity and respect is fundamental. This article delves into the significance of employing gender-inclusive language and gender pronouns to include a diverse range of clients. Learn how to revolutionize your client relationships and lay a strong foundation for respect and open communication in your business!

What Are Gender Pronouns?

Pronouns are how people identify themselves apart from their name, and ultimately how we refer to another person when conversing with them, speaking about them to others, or referring to them in written communications. Here are some ways gender pronouns are used in conversation: 

•    “Her kittens are so cute.”
•    “His cat, Theo, is very mischievous.” 
•    “I would love to meet their dog!” 
 

In these examples, her, his, and their are all gender pronouns. Gender pronouns function to identify another person without using their name. They are used in place of a proper noun to shorten a sentence and indicate a key feature of one’s identity. Oftentimes, people assume another person’s pronouns based on physical appearance, but this method isn’t ideal—for reasons we’ll explore below.

What is Gender Identity and Why Do Pronouns Matter?

Gender identity refers to one’s innate sense of gender. If we imagine gender as a spectrum with “male” and “female” at either end, some people feel they exist in a gender category that is different from the one they were assigned at birth. Others may feel that their gender identity exists somewhere in between these two poles. People who refer to their gender as non-binary (and often use they/them pronouns) generally describe their gender identity as falling outside this scale entirely. 

While all this information may be new to you, the most important takeaway is that gender identity is not always visible.

When we take the time to ask what another person’s pronouns are, we establish that we respect their identity and that we’re taking the time to learn how to address them properly. This is especially important for transgender and nonbinary people who have historically struggled on issues of equality and acceptance. If you're looking for a guide to gender identity terms and correct pronoun usage, NPR has an excellent resource for that.  

Research shows that using a person’s correct pronouns has a significant positive impact on their mental health and well-being. What better place is there than your business to make others feel comfortable and safe to be fully themselves?

How to Be a Great Ally

You’ve just taken the first step in educating yourself a little about gender pronouns—so what’s next? Creating a space that makes everyone feel included takes intention, awareness, and consistent effort. Here are a few ways to start building a more inclusive client experience:

Respect Confidentiality

Establish trust with your client at all stages of communication, and always keep personal information private. Not everyone who is comfortable sharing their gender identity with a trusted professional will want their identity openly disclosed publicly. When in doubt, ask respectfully and honor their preferences.

Use Gender Inclusive Language 

According to the United Nations, gender inclusive language refers to a way of speaking and writing that does not discriminate against a particular sex or gender identity. It’s a way of discontinuing the use of gender stereotypes in our language that negatively affects others.   

For example:

• A wedding photographer might replace “husband/wife” with “partner/spouse” in their client materials.
• An email newsletter might start with “Hello everyone!” instead of “Hey guys!”
   

Once you start noticing gendered language in everyday communication, you'll realize just how often it shows up. These small changes in your messaging can signal big shifts in inclusivity.

Introduce Yourself: Email Signatures 

One easy way to introduce the topic of pronouns is by including yours in your email signature. This signals to others that you're respectful of identity and open to learning theirs as well.

(Example: Alex Rivera | Photographer | Pronouns: they/them)

You can view more examples of this here. 

Use Professional Tools

Many professional tools such as LinkedIn, Zoom, Slack, Instagram, and Facebook allow users to add gender pronouns to their bio or profile. By normalizing this act, you're helping others feel safe to do the same, especially in professional or unfamiliar settings.  

Update Your Website 

You may also find that your website can use a slight revamp to include additional options for people to share their pronouns when filling out a request form or contacting you. Consider all the areas within your business practice and documentation that could be edited to include pronoun options. Take a quick audit of your online presence and ask: does this welcome everyone? 

Incorporating gender inclusive language changes into your business might take some time, but the effort is worth it. By embracing gender-inclusive language and showing respect to everyone's pronouns, you not only affirm your commitment to equality, you also set a positive example within your industry. Stay informed, keep learning, and challenge the status quo—because photography is about seeing people clearly, and that starts with respect.