New campaign urges New Zealand businesses to consider need to register customers’ gender

Bode’s experience is supported by data.

In a gender data survey of non-binary participants conducted by Spark and OutLine Aotearoa, 84% of respondents from the panel of 104 people often or always felt misrepresented when sharing their gender information online.

OutLine Aotearoa is an all-ages mental health organization providing support to the rainbow community, their friends and whānau in New Zealand.

Spark New Zealand CEO Jolie Hodson said data can play “a valuable role” in helping businesses better serve their customers.


“But for Kiwis who are beyond the male and female gender binary, when this data is not collected or used properly, it can create deeply negative day-to-day experiences,” they said.

“Our new Beyond Binary Code combines these goals by providing companies with a trusted source to improve their gender data collection practices and in turn help them create more inclusive and gender-friendly online experiences for their employees and their employees. clients.

Spark says that if a business determines that gender data is needed, implementing the code will mean having options in its online forms that are inclusive and aligned with business needs.

This includes cases such as name and legal name, pronouns, prefixes, and a variety of gender options that recognize diverse gender communities, including non-binary and takatāpui communities, as well as an open field for whether individuals enter their own, or if they prefer not to say .

OutLine Aotearoa’s General Manager, Claire Black, said she sees Spark’s code as a catalyst for building better experiences that support and affirm the well-being of non-binary people and Rainbow communities.

“When trans and non-binary people are excluded, misgendered, or discriminated against in everyday interactions with businesses, it contributes to an environment hostile to their well-being,” they said.

Quack, a non-binary takatāpui advocate for rainbow communities, said it’s important to recognize how such a small action as including them/them pronouns can have a huge impact.

“I’ve often been asked why I need a checkbox that I can identify with. And it’s not so much that the checkbox is going to be the keystone of my identity – my identity is much stronger than that, but the constant reminder of feeling like you don’t have a place, like there’s no option to choose from, makes me feel whakamā,” they said. .

“I understand I’m a minority, but that doesn’t mean I deserve any less respect, or that I should think less about representing people like me.

“I hope companies will take this into account and create meaningful change with the use of Beyond Binary Code,” Quack said.

In addition to creating the code and a support toolkitthe survey also identified the top five ways that businesses, according to respondents, could represent and engage with gender in an inclusive way.

Those are:

  • Ensure that all communications use gender-neutral language
  • Provide gender-inclusive spaces such as changing rooms and bathrooms
  • Make gender data point optional
  • Use gender-neutral/inclusive representative images in marketing and communications
  • Specify how and when gender information will be used.

Comments are closed.