The generic use of grammatically (or lexically) gender-marked nouns and pronouns (GM) to refer to women and men in Indo-European languages has been criticised as gender-asymmetric since the 1970s. Two main strategies for eliminating asymmetry have been suggested: visibility by feminisation and de-gendering by neutralisation. Feminisation strategies seek to contribute to women's visibility in discourse by explicitly and symmetrically referring to women and men, thus continuing to highlight gender boundaries. In contrast, neutralisation strategies downplay gender boundaries by promoting the use of unmarked nouns and pronouns. We discuss feminisation and neutralisation strategies and review: (a) evidence (from our own work and that of others) on the effect of neutralisation and feminisation strategies on speakers' and readers' mental representations of gender and associated behaviours, and (b) evidence on individual variables facilitating and hampering the successful implementation of a less asymmetric-and therefore more gender-fair-language use. Based on this review, we suggest, in particular, to use feminisation strategies in contexts that are already gendered, and to use neutralisation strategies in nongendered ones (hence keeping the context gender-neutral).

Gender-fair language, that is, referring to men and women with symmetrical linguistic forms, has been found to promote gender equality, but it is largely unknown which factors help make gender-fair forms more common in everyday life. Two studies examined whether speakers of German used more gender-fair forms after reading a text with gender-fair wording (vs. masculine generics vs. no personal nouns vs. another topic). Both studies showed consistently that women used more gender-fair forms after reading the gender-fair text than the other texts, whereas men did not. Men employed more gender-fair forms only after being made aware of these forms (Study 2). To conclude, merely reading gender-fair texts enhances women’s inclination to use gender-fair language, whereas men need to be made aware of this type of language use. Both studies highlight the importance of using gender-fair language frequently and consistently in everyday life.

In two paper-and-pencil studies on university students and trainees, we studied how general language competence and the motivation to use accurate language are linked to people’s actual and potential gender-fair language use. Overall, participants’ actual gender-fair language use was lower than their potential. The higher the participants’ language competence, the higher their potential. Trainees’ actual gender-fair language use was predicted by the interaction of language competence and motivation to use accurate language, those with relatively high language competence used less gender-fair language the higher their motivation to use accurate language was.