Language is one of the most powerful tools humans have ever developed. It not only enables communication but also plays a fundamental role in shaping how we see the world, how we relate to others, and how we define ourselves. Words carry meaning beyond their definitions. They convey attitudes, assumptions, and sometimes, unconscious biases. Among the most deeply ingrained of these biases are those tied to gender.
The language we use every day reflects, reinforces, and sometimes even creates gender-based stereotypes. Terms that seem harmless at first glance can carry significantly different implications when used to describe a man versus a woman. CPB London’s recent public campaign addresses this issue head-on. Through a series of stark, minimalist posters placed throughout the city, the campaign calls out the sexist double standards hidden in our vocabulary. These posters compare the very same words ascribed to different genders, exposing how societal interpretations diverge depending on who the subject is.
The Double Standards Hidden in Plain Sight
Think about words like assertive, emotional, bossy, or ambitious. When describing a man, assertive often suggests confidence and leadership. When describing a woman, it may imply she is difficult or aggressive. A man described as emotional might be seen as deep, caring, or human, whereas an emotional woman is too often dismissed as irrational or unstable.
These differences aren’t just semantic—they reflect long-standing societal beliefs about how men and women are expected to behave. In this framework, men are assumed to be logical, strong, and decisive. Women, by contrast, are expected to be nurturing, calm, and supportive. When women deviate from these expectations, language becomes a weapon used to police their behavior.
The CPB London posters bring this double standard into the light. By simply placing contrasting interpretations side-by-side, the campaign forces viewers to confront the contradictions we’ve come to accept as normal. It's a mirror held up to our social conditioning, and for many, the reflection is deeply uncomfortable.
How Language Affects Real Lives
The implications of sexist language go far beyond conversation. These subtle differences in description have real-world consequences that influence everything from hiring decisions and salary negotiations to media portrayals and interpersonal relationships.
In the workplace, for instance, performance reviews often contain striking differences in how men and women are evaluated. Numerous studies have shown that men are more likely to be described as strategic or visionary, while women are more often praised for being helpful or organized. This not only limits the perception of women’s capabilities but also affects their opportunities for advancement. A woman who is called bossy in a review is less likely to be promoted than a man who is described as confident, even if their behaviors are identical.
This bias also infiltrates how the media portrays public figures. Female politicians are frequently judged based on their appearance, tone, or emotional demeanor, whereas male politicians are critiqued for their policy positions and leadership style. Such imbalances shape public perception and reinforce outdated stereotypes about who is fit to lead.
At a more personal level, language shapes how people see themselves. A girl who is repeatedly told she is too loud, too opinionated, or too emotional may learn to hold back her thoughts. Over time, this internalized judgment can limit confidence, ambition, and self-worth. Words, in this way, don’t just reflect reality—they create it.
The Origins of Gendered Expectations
To understand why these language biases persist, we must examine the roots of gendered expectations. From early childhood, boys and girls are socialized differently. Boys are encouraged to be adventurous, dominant, and bold, while girls are often guided toward being sweet, polite, and agreeable. These expectations are reinforced through toys, media, schooling, and even well-meaning adults.
When children hear certain behaviors praised in one gender and criticized in another, they learn what is acceptable and what is not. Boys are told to toughen up; girls are told to smile more. These instructions are often delivered through language—sometimes gently, sometimes harshly—but always with the power to shape behavior and identity.
As these children grow into adults, the expectations solidify. A man who asserts himself in a meeting is seen as authoritative. A woman who does the same may be accused of being overbearing. The words used to describe these behaviors perpetuate a belief system that remains deeply embedded in our culture.
CPB London’s posters do not offer complex explanations or detailed critiques. Instead, they let the words speak for themselves. By holding these contradictions side by side, they expose the absurdity of a system that punishes people for stepping outside arbitrarily defined gender norms.
The Role of Media and Advertising in Reinforcing Bias
MThe mediaplays a significant role in reinforcing gendered language patterns. From headlines to film scripts, the words used to describe male and female subjects often carry subtle—and sometimes not-so-subtle—biases. A male CEO who is forceful in negotiations is portrayed as a tough leader. A female CEO doing the same is often described as cold or difficult. These portrayals influence how we see not just individuals, but entire categories of people.
Advertising has long been a culprit in promoting these stereotypes. Women are frequently shown in domestic roles, concerned with beauty, family, or cleanliness, while men are depicted as decision-makers, adventurers, or problem-solvers. The words and images used in these campaigns shape public attitudes and reinforce outdated notions of gender roles.
It is within this context that CPB London’s campaign gains even more significance. By using the language of advertising to critique the language of society, the posters become a subversive act. They turn a medium traditionally used to sell products into one that challenges people to question their assumptions. They show that advertising can be a force for social change, not just commercial success.
Confronting Our Own Word Choices
The posters invite not just passive observation but active reflection. They encourage people to reconsider the words they use every day. Are you more likely to call a woman emotional than a man? Do you describe your male colleagues as driven and your female colleagues as intense? These moments of realization can be uncomfortable, but they are necessary.
Change begins with awareness. Once people become conscious of the language they use and the biases it reflects, they can start to make more intentional choices. This might mean replacing a judgmental word with a descriptive one, challenging a stereotype when it arises, or simply pausing to ask why certain traits are being interpreted differently based on gender.
Language change does not happen overnight. But small shifts, repeated over time, can create a cultural ripple effect. When enough people choose words that empower rather than diminish, the norms begin to evolve.
Beyond Words: The Bigger Cultural Conversation
While language is a critical starting point, it is part of a broader conversation about gender equality. The words we use reflect deeper attitudes about power, value, and identity. If we want to build a more inclusive society, we must look not only at what we say but also at how we act—and what we believe.
CPB London’s posters may be simple in design, but they serve as a bold invitation to join that conversation. They ask us to reconsider the invisible rules we have accepted and to recognize how those rules disadvantage certain people while benefiting others. They remind us that culture is not fixed—it is something we all create, reinforce, and have the power to change.
The Workplace as a Stage for Bias
The modern workplace is often presented as a meritocratic environment where talent, experience, and performance determine success. Yet, beneath this surface lies a complex web of unspoken rules and subtle prejudices, many of which are perpetuated through language. In particular, the language used to describe men and women in professional settings often reflects and reinforces sexist double standards.
CPB London’s poster campaign brought public attention to this issue by placing contrasting terms side by side—words that are interpreted positively when used for men but negatively when applied to women. Nowhere are these linguistic double standards more prevalent, or more damaging, than in professional environments. From job descriptions and interviews to evaluations and promotions, the way we talk about people at work matters deeply.
Gendered Language in Job Descriptions
The first point of entry into any organization is the job description. It’s the lens through which potential employees assess their fit, and it's often the first site where gendered language begins to exert its influence. Many job descriptions are filled with terms that subtly signal a preference for one gender over another.
Words like “dominant,” “competitive,” or “driven” may seem like neutral descriptors of a high-performance culture, but they tend to resonate more with male applicants, who have been culturally conditioned to view these traits as desirable. Women, socialized differently, may read the same descriptions and feel they don’t belong.
On the flip side, job ads that include words like “supportive,” “nurturing,” or “collaborative” may attract more women but can also be read as signaling less prestigious or lower-status roles. These subtle cues impact who applies and how qualified candidates perceive themselves in the role.
Research has shown that women are less likely to apply for jobs unless they meet 100 percent of the listed qualifications, whereas men will often apply if they meet just 60 percent. This disparity is fueled in part by the language used in job listings, which contributes to a culture of self-doubt and exclusion for women.
Interview Impressions and Double Standards
Once a candidate steps into an interview, language continues to shape the experience in biased ways. Interviewers may ask women more questions about how they will fit in with the team or balance work and family life. Men are more likely to be asked about their ambitions, leadership potential, or strategic vision.
Women who speak confidently about their achievements can be labeled arrogant, while men are praised for their self-assurance. A man expressing his vision is seen as inspiring; a woman doing the same might be perceived as trying too hard. These reactions are not always conscious, but they are deeply ingrained and hard to shake.
Interviewers may also interpret nonverbal cues through a gendered lens. A woman who maintains strong eye contact might be seen as confrontational, while a man doing the same is viewed as assertive. These judgments can affect hiring decisions in ways that go unnoticed, yet significantly impact outcomes.
Performance Reviews: A Mirror of Bias
Performance evaluations are intended to provide objective feedback and guide professional development. However, they are often rife with gendered language that influences both how employees are perceived and how they are rewarded.
Studies of corporate performance reviews have found that women are more likely to receive vague, personality-focused feedback—terms like “needs to be more confident,” “too soft,” or “not assertive enough” appear frequently. Men, by contrast, tend to receive task-oriented feedback such as “needs to improve strategic planning” or “should develop project management skills.”
The difference is significant. Personality-based feedback is harder to act on and more subjective, making it more difficult for women to demonstrate improvement or meet expectations. It also reinforces the idea that success is tied to conforming to a specific personality type, often one that aligns with male-coded behavior.
This language disparity also shows up in the way leadership is discussed. Men are often described as having “potential,” even if they have not yet demonstrated the skills in question. Women, meanwhile, are expected to have already proven themselves before being considered for advancement. Words like “capable” or “competent” may be used to describe women, but rarely is “visionary” or “trailblazer”—terms that signal leadership—applied.
The Cost of Double Standards in Language
The consequences of these linguistic biases are both individual and systemic. On an individual level, women may begin to internalize the criticism and doubt themselves, leading to impostor syndrome or reluctance to pursue leadership roles. They may feel pressure to soften their language, downplay their accomplishments, or adjust their behavior to fit expectations.
On a systemic level, the cumulative impact of biased language results in fewer women in senior positions, a narrower pipeline of talent, and a loss of diverse perspectives that are essential for innovation and growth. Organizations that fail to address this issue may struggle with retention, engagement, and reputation.
When certain traits are consistently framed as strengths in men but weaknesses in women, it creates an uneven playing field. The same language that builds careers for one group can hold another back.
Language in Meetings and Team Dynamics
Meetings provide another window into how language reflects and reinforces gender roles. Women are often interrupted more frequently than men in group settings, and their ideas may not be acknowledged until echoed by male colleagues. When a woman challenges a decision, she might be seen as difficult or emotional. A man doing the same is viewed as showing leadership or standing his ground.
This behavior is sometimes mirrored in internal communication as well. Emails from women may be scrutinized for tone, while men are judged more on content. Women often feel the need to include softening phrases like “just checking” or “I think” to appear less demanding. These linguistic habits are developed in response to real consequences—being seen as too blunt or too aggressive can lead to backlash.
Over time, these micro-level interactions build a culture in which women must continually manage not only their performance but also how they are perceived. The emotional and cognitive load required to navigate these dynamics is exhausting and unfair.
Organizational Strategies to Challenge Bias
If language is one of the tools that perpetuates inequality, it can also be a tool for change. Organizations have the power to shift their cultures by becoming intentional about how language is used in all aspects of work, from hiring to performance management to daily communication.
One effective strategy is to audit job descriptions for gendered language. Tools now exist that can identify biased wording and suggest alternatives that appeal to a more diverse pool of candidates. Encouraging neutral or inclusive terms helps level the playing field from the very beginning.
Performance review processes can also be revised to ensure that feedback is consistent, task-focused, and free from subjective personality judgments. Training managers to recognize their own unconscious biases and adopt more objective language can lead to fairer evaluations and better outcomes.
Companies can also encourage inclusive communication by creating environments where all voices are heard. This might involve setting ground rules for meetings, rotating leadership roles, or acknowledging and giving credit to contributors in real time.
Leadership's Role in Setting the Tone
Organizational change starts at the top. Leaders have an outsized influence on culture and language. When senior executives model inclusive language and actively challenge sexist double standards, it sends a powerful signal that bias will not be tolerated.
Leaders can also use their platforms to spotlight inequities and celebrate diverse leadership styles. By reframing what leadership looks and sounds like, they expand the definition of success and make space for more voices to be heard.
Mentorship and sponsorship also play a crucial role. When leaders mentor across gender lines and advocate for high-potential employees regardless of gender, they help break down the barriers that language often erects.
A Cultural Shift Begins with Awareness
What CPB London’s campaign makes abundantly clear is that language is never neutral. The words we choose—consciously or unconsciously—carry meaning and consequence. In professional settings, where careers and identities are constantly shaped and reshaped through communication, these words matter more than ever.
By drawing attention to the different ways men and women are described, evaluated, and perceived, the campaign pushes us to examine our assumptions and change our habits. Organizations that take up this challenge and act on it can create more equitable environments that benefit everyone, not just women.
Changing the way we talk is not about policing language; it's about recognizing its power. When used thoughtfully, language can elevate rather than exclude, support rather than suppress, and empower rather than diminish.
Media as a Mirror and a Megaphone
Media is more than entertainment; it’s a cultural force that shapes collective memory, identity, and social norms. From the news we read to the television shows binge-watching and the films we watch, the media not only reflects our world but also molds it. Within this landscape, language plays a critical role. It sets the tone, defines the characters, and constructs narratives that influence public perception.
Yet, despite its reach and influence, the media often serves as a breeding ground for sexist language. Women and men are described, framed, and spoken about in radically different ways—even when their roles and actions are the same. These differences may appear subtle, but they accumulate to form a powerful narrative that elevates one gender while diminishing the other.
The sexist language double standards that CPB London exposed through public poster campaigns are also present in headlines, voiceovers, interviews, and scripts. In this part of the series, we examine how these dynamics play out in media and pop culture, and what impact they have on how society perceives gender.
Headlines That Shape Bias
News headlines have a unique ability to shape reader opinion before an article is even read. They summarize complex events into a few impactful words, often framing the subject’s character and intent. In the case of gendered news coverage, men and women are often introduced to the public in ways that reinforce traditional roles and stereotypes.
When male public figures succeed, headlines tend to focus on their strategy, innovation, or leadership. When women achieve the same, the focus often shifts to their appearance, family life, or emotional state. A man becomes “a trailblazer” or “a rising star”; a woman becomes “a mom balancing it all” or “stylish and strong.”
Even when covering identical events, the framing can diverge sharply. A man who aggressively pursues a political agenda is labeled decisive or bold. A woman in the same position is described as pushy or polarizing. These differences influence how readers perceive authority, competence, and credibility.
Language in headlines doesn’t just reflect bias; it amplifies it. When certain terms are repeatedly linked with one gender, they shape the public’s expectations about what roles people should play and what qualities are valued.
Character Stereotypes in Film and Television
Fictional narratives in film and television are equally influential. While progress has been made in recent years with more complex and diverse female characters, gender stereotypes persist in how characters are written, spoken about, and developed.
Male characters are frequently defined by their actions, careers, or ambitions. They’re allowed to be flawed, messy, or morally ambiguous without losing the audience’s respect. Female characters, by contrast, are often defined by others, especially men. They are wives, mothers, girlfriends, or assistants. Even when given central roles, the language surrounding their characters is often focused on beauty, age, or emotional expression.
Descriptions in scripts and character breakdowns reinforce these imbalances. A male lead might be introduced as “charismatic and intense,” while a female lead is described as “beautiful but insecure.” These seemingly innocuous lines establish a tone that echoes through casting, dialogue, and viewer interpretation.
Moreover, certain tropes continue to dominate the screen. The ambitious woman is portrayed as cold or lonely. The emotionally expressive woman is unstable. The “strong female lead” is often written as a woman who succeeds only by mimicking masculine traits—rarely is she allowed to lead in her way.
These narratives send clear messages about what traits are acceptable for each gender. They teach viewers what is admirable and what is problematic, who is a hero and who is an obstacle. When language boxes characters into narrow roles, it limits the storytelling potential and the audience’s understanding of gender diversity.
Celebrity Coverage and Image Control
Celebrity culture provides a particularly revealing case study in gendered language. Public figures live under constant scrutiny, and the language used to describe them contributes to their public image in real time. For female celebrities, media coverage often centers on personal life, body image, or perceived emotional states. For male celebrities, the focus is more frequently on career milestones, artistic vision, or business success.
Consider how interviews differ by gender. Men are asked about their latest projects, creative inspirations, or industry impact. Women are asked about their diets, relationship status, and how they juggle career and family. A male actor gaining weight for a role is considered committed and transformative. A female actor doing the same faces speculation about her health and appearance.
Even praise can be laced with bias. A woman being described as “surprisingly articulate” or “unusually tough” implies that those traits are unexpected or atypical. A man being praised for the same qualities reinforces his alignment with the expected standard.
Social media has intensified these dynamics. While it provides a platform for celebrities to control their narratives, it also exposes them to unfiltered public commentary. Language in comment sections, tabloids, and fan discussions continues to reinforce the idea that women’s value lies in appearance and likability, while men’s worth is tied to talent and power.
Awards and Recognition: Who Gets the Spotlight?
Language bias is also evident in the recognition of artistic and professional achievement. When women win awards, headlines often include their emotional reactions or fashion choices. Men, meanwhile, are described as visionary, groundbreaking, or masterful. These differences in emphasis affect not only how accomplishments are perceived but also whose contributions are seen as more significant.
In acceptance speeches, women may feel pressure to appear humble or grateful, while men are free to speak with confidence and authority. The audience’s response reinforces these roles. A woman who asserts her worth may be called arrogant or controversial; a man doing the same is celebrated as bold.
Over time, these linguistic patterns contribute to a hierarchy of value. They suggest that male achievement is objective and earned, while female success is conditional or exceptional. This narrative has a chilling effect on aspiring artists, creators, and leaders who see their potential shaped by external expectations rather than internal capacity.
Language and the Narrative of “Firsts”
Another recurring pattern in media language is the celebration of women as “the first” in a role or achievement. While this can be an important milestone, it often comes with its problematic framing. By focusing on the novelty of a woman’s presence in a role—“the first female director of a blockbuster,” “the first woman to lead this company”—the language may unintentionally reinforce the idea that women don’t naturally belong in those spaces.
Instead of simply recognizing talent and capability, the emphasis on “firsts” can isolate the individual and make her success appear anomalous. Men are rarely framed as the first male to do anything, because their presence is assumed to be the default.
This framing affects public perception and self-perception alike. It can create additional pressure for women to not only succeed but also represent their entire gender. Language, in this context, becomes a tool that singles people out rather than including them as equals.
Rewriting the Script
While these patterns are deeply embedded, they are not immutable. Writers, journalists, editors, and producers have the power to shape more inclusive and equitable narratives by being intentional with their language. This means questioning default assumptions, avoiding reductive tropes, and expanding the vocabulary used to describe women and men alike.
Storytelling is one of the most effective tools for cultural change. When media creators choose to portray a wider range of gender identities, roles, and behaviors, they broaden the public’s understanding of what’s possible. When they avoid language that diminishes or stereotypes, they contribute to a more balanced cultural conversation.
The responsibility doesn’t lie solely with content creators. Audiences can also demand better representation and call out biased language when they see it. Viewers and readers shape media consumption through their choices and feedback. By supporting content that challenges gender norms and elevates diverse voices, the public helps drive meaningful change.
The Influence of Pop Culture on Everyday Language
Language used in media doesn’t stay within screens or pages—it filters into everyday conversation. The words we use to describe celebrities, fictional characters, or news subjects often become the words we use to describe friends, colleagues, and even ourselves. That’s why the impact of media language is so profound.
When the same double standards seen in CPB London’s posters are echoed in movies, news, and celebrity interviews, they become normalized. They influence how children talk about role models, how adults interpret success, and how society collectively values its members.
Pop culture has the reach and resonance to either entrench sexism or dismantle it. And because it is ever-present, it offers countless opportunities for intervention. Every headline rewritten, every character given depth, every trope subverted contributes to shifting public consciousness.
A Culture of Conscious Storytelling
Changing the way gender is discussed in media and pop culture is not about censorship. It’s about consciousness. It’s about recognizing that language carries weight and that every word contributes to the larger story we are telling about ourselves and each other.
The media landscape is vast, but it is not static. As more creators and consumers become aware of sexist double standards in language, they can begin to rewrite the cultural script. They can make room for stories that are more honest, more varied, and more just.
In the final part of this series, we will turn our attention to solutions. We’ll look at how education, policy, activism, and personal responsibility can help shift our language and, by extension, our culture. The goal is not just to point out what’s broke, but to imagine what’s possible.
Beyond Critique: The Power of Change
By now, it is clear that sexist double standards in language are deeply embedded in our culture. From workplaces and media to daily conversations, the way we speak about men and women often reinforces outdated stereotypes. The CPB London posters brought this issue into public focus with stark, impactful clarity. But identifying the problem is only the beginning.
To create real change, we need more than awareness—we need action. Language shapes how we see ourselves, how we relate to others, and how we envision what’s possible. Rewriting the narrative means equipping ourselves, our institutions, and our cultures with tools to build a more equal world. This final part of the series explores the practical steps individuals, organizations, educators, and media creators can take to create a lasting impact.
Education as a Foundation for Equality
Education is the most powerful tool in challenging language bias. It begins with helping people recognize how language influences perception and extends to developing communication habits that promote inclusion rather than division.
In schools, curricula can be restructured to highlight how gendered language has historically shaped literature, media, and social norms. When students learn to analyze the underlying messages in texts, they begin to question language conventions they might otherwise take for granted. This critical lens can be applied to everything from classic novels to news articles and advertising.
Language classes can also incorporate examples of inclusive vocabulary and alternatives to stereotypical phrases. Teaching the mechanics of gendered language helps young people understand how to communicate thoughtfully and avoid reinforcing bias unconsciously.
At the university level, gender studies and communication courses offer in-depth frameworks for examining language and power. But this education should not be limited to elective subjects—it belongs across disciplines, from law and politics to marketing and STEM.
Rethinking the Role of Policy
Legislation and institutional policies can reinforce or reduce linguistic inequality. While policy can’t dictate how individuals speak, it can establish standards for official communication and accountability mechanisms for language-based discrimination.
In workplaces, companies can implement guidelines for inclusive language in internal and external communication. This includes everything from job descriptions and onboarding documents to emails, meetings, and performance evaluations. Clear, equitable language should be the norm, not the exception.
Hiring processes can be redesigned to remove biased terminology and ensure that roles are described in ways that welcome all qualified candidates. Conducting regular audits of job postings and performance reviews can reveal patterns of gendered bias and provide opportunities to address them systematically.
Government agencies and public institutions also have a responsibility to model equitable communication. Policies around media reporting, educational content, and public service announcements can help establish a new standard for how gender is represented in public discourse.
Training and Conscious Communication
Workshops, coaching, and training sessions are practical ways to equip teams and leaders with tools to recognize and change biased language habits. These programs should go beyond surface-level etiquette and instead dive into the nuances of how words influence power dynamics.
One effective exercise is the rewriting of real-world content. Participants can take existing job ads, headlines, or feedback comments and rework them using neutral and inclusive language. This helps internalize the changes and shows how small shifts in tone can lead to more balanced outcomes.
Another useful method is to analyze meeting dynamics. Who gets interrupted most? Who receives credit for ideas? These questions encourage participants to reflect on their behavior and the culture they are contributing to.
Communication audits can be helpful for individuals as well. Reading over emails, notes, or reports with a gender lens can reveal unconscious habits like apologizing unnecessarily, using minimizing language, or avoiding direct statements, particularly among women who have adapted to cultural expectations around tone.
Leadership as a Cultural Lever
Leaders are culture-shapers. When people in leadership roles speak with clarity, consistency, and inclusivity, their language sets the tone for everyone else. They have the power to challenge sexist norms not just by policy but by practice.
This means more than adopting neutral language in official statements. It involves the daily work of calling out bias when it appears, lifting diverse voices, and actively using language to create space for others. Leaders can praise traits in women that are often undervalued—like emotional intelligence, collaboration, or strategic empathy—thereby redefining what leadership looks like.
They can also ensure that success is not described only in masculine-coded terms like dominance or aggression. Leadership qualities should reflect a full range of human strengths, and language should evolve to honor that diversity.
Mentorship is another avenue for leaders to impact linguistic culture. By coaching mentees to speak confidently and advocate for themselves using language that reflects both competence and authenticity, leaders help create a more empowered generation of professionals.
Media’s Role in Language Equity
As explored in Part 3, the media plays a major role in shaping public understanding of gender roles. But media can also be a tool for change when journalists, editors, and content creators commit to conscious language choices.
Newsrooms can implement style guides that encourage inclusive terminology and discourage gendered framing of stories. Reporters can be trained to ask themselves how they would write about a story if the subject were a different gender, and adjust their language accordingly.
Headlines should focus on achievement, action, and impact, not gendered stereotypes or personal appearance. When covering stories about public figures, professionals, or historical events, attention should be paid to whether men and women are described with equal weight and seriousness.
In entertainment media, writers and producers can challenge tropes by creating complex characters who don’t conform to gendered expectations. This includes writing dialogue that reflects a wide range of voices and resisting the urge to reduce characters to familiar clichés.
Even casting announcements and promotional materials can benefit from language equity. Descriptions of talent and roles should focus on skills, story arcs, and contributions to the creative process, rather than reinforcing appearance-based or gendered descriptions.
Everyday Language, Everyday Power
While large-scale changes are important, the everyday use of language by ordinary people holds significant power. Conversations at home, in social circles, and on social media platforms all contribute to the larger narrative about gender.
Individuals can start by paying attention to their speech patterns. Do you describe men as strong and women as emotional in casual conversations? Do you assume a leader is male when you hear the word “boss”? Becoming more aware of these habits is the first step toward breaking them.
Parents and caregivers can influence future generations by being mindful of how they talk to and about children. Complimenting both boys and girls for qualities like intelligence, kindness, and curiosity—rather than defaulting to looks or strength—helps raise more confident, self-aware young people.
In friendships and relationships, people can support each other by challenging stereotypes and encouraging more expressive, respectful, and nuanced communication. This includes calling out sexist jokes, questioning assumptions, and refusing to normalize dismissive or condescending language.
Digital Platforms and Responsibility
Social media platforms serve as massive amplifiers of cultural norms. While they have provided space for advocacy and awareness, they have also become hotbeds for sexist language and harassment. Content moderation policies should include specific guidelines around gendered language abuse, and algorithms should not amplify toxic or inflammatory posts that perpetuate discrimination.
Users also have a role to play. Reporting abuse, promoting positive language, and engaging in conversations that highlight inequality can shift the tone of discourse online. Hashtags, viral posts, and comment threads can all contribute to creating a more respectful digital environment.
Influencers and creators, in particular, hold sway over public dialogue. Those with large followings can model inclusive communication and advocate for language justice in creative, accessible ways. Their reach makes them uniquely positioned to change hearts and minds through both example and storytelling.
Rewriting as a Collective Effort
The language we use does not evolve in isolation. It changes when enough people choose to speak differently, write differently, and think differently. Rewriting the narrative around gendered language is not a task for one campaign or one generation—it’s an ongoing cultural project that requires commitment, humility, and imagination.
CPB London’s posters revealed how deeply entrenched these double standards are. But they also revealed something else: when exposed to the public in stark terms, these patterns are impossible to ignore. They make people uncomfortable. They make people think. And that discomfort is where transformation begins.
By bringing the issue into the public square, the campaign created space for reflection and discussion. It challenged the status quo and reminded people that the language we inherit can—and should—be reimagined.
A Future of Language Equity
Looking forward, the goal is not perfection but progress. It’s about striving to create spaces—at work, in media, in education, and at home—where people are not judged or defined by their gender. It’s about fostering a culture where all voices are heard, where words are tools of inclusion, and where narratives reflect the complexity and humanity of everyone.
Language equity is not an abstract goal. It is a practical, achievable shift that begins with awareness and grows through daily practice. It demands that we challenge tradition, confront bias, and build new habits. But most importantly, it demands that we believe in the possibility of change.
Words build worlds. It’s time to build one that includes us all.
Final Thoughts
Language is one of the most powerful tools we possess. It builds identities, defines relationships, and sets the boundaries of what we consider possible or acceptable. When language is riddled with sexist double standards, it does more than reflect inequality—it reinforces it. It quietly dictates whose voices are amplified, whose achievements are celebrated, and whose identities are deemed valuable.
The campaign by CPB London didn’t introduce a new problem; it illuminated a long-standing one with striking clarity. By presenting everyday words side-by-side in gendered contexts, the posters forced a collective pause. They revealed how casually we use language to uplift men and undermine women, even when describing the same behavior.
But awareness is just the beginning. As explored throughout this series, the path forward requires work at every level—personal, professional, educational, and cultural. It calls on us to listen more closely, speak more carefully, and write more responsibly. Changing language is not about policing—it’s about purpose. It’s about making sure our words match the world we want to create.
That world is one where ambition is admirable, regardless of gender. Where assertiveness isn’t rebranded as aggression when expressed by a woman. Where leadership, creativity, intelligence, and vulnerability are not restricted by outdated scripts.
Rewriting the narrative won’t happen overnight. But word by word, story by story, it can happen. And when it does, we’ll have not just changed how we speak, but how we see each other.