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Having a discussion about gendered language often brings up a mixed reaction, especially when we’re talking about gendered language in recruiting. Some brush it off instantly as if it doesn’t really matter. Yet, the nuance of gender is obvious in everyday life, from the store shelves to the marketing of clothing. Everything is gendered – but it’s especially obvious in the way things are advertised. Even jobs.
Take body wash, for example. Masculine-coded body washes use names that reference strength and adventure. Examples include names like “Burning Phoenix,” “Sport Blast,” or “Invigorating Rush.” These names are then paired with bottling