If stereotypes are where dreams go to die, it is primarily women who pay the price for sexist language.

The language we use and the narratives we perpetuate or listen to create an ecosystem in which women are penalised and punished for simply existing. Yet, according to new research from CPB London one in five British men have no problem using sexist language.

The research, commissioned by creative agency CPB London ahead of International Women’s Day (IWD), found that men are most likely to use sexist language to ‘be funny’ and one in five use it to show camaraderie and bond with others.

In addition, only 14% of men feel comfortable confronting others when hearing them use offensive or sexist language. However, despite this, over 50% of male respondents agree that using sexist language can be hurtful towards others.

Calling time on everyday sexism

The research underlines that women are still held to punitive and toxic double standards. These standards are called out in CPB London’s new campaign which powerfully calls out the everyday sexism which holds women back.

The ‘Double Standards’ campaign powerfully brings to life the way that men and women may exhibit the same behaviour. Yet what is celebrated in a man is unforgivable for a woman. 

This sexist juxtaposition is brought to life by the campaign by highlighting these ‘Double Standards’ such as: Assertive vs Bossy, Ambitious vs Pushy, Passionate vs Hysterical, and Player vs Slut.

The work is rolling out as outdoor advertising nationwide as well as across digital and social media in advance of International Women’s Day on Wednesday.

Helen James, CEO of CPB London, explained: “As our research has shown, language can, and is, used to perpetuate negative stereotypes and sexist attitudes toward women. Through this campaign, we want to address this issue head-on by calling out these double standards in a way that can’t be ignored. By creating a visual, stark contrast between the labels, we’re asking people to change their words, to change the narrative.” 

Gender and linguistics specialist Louise Mullany, Professor of Sociolinguistics at the University of Nottingham, added: “The use of gender-biased language is, for many, part of their everyday communication, perpetuating barriers to inclusivity. It is more important now than ever to raise awareness about how we use words and phrases. This campaign spotlights language's power and is an important reminder that we all need to challenge linguistic double standards.”

Stereotypes stop women from achieving their full potential

Linguistic analysis and research by international content experts Locaria also underline that gender-biased double standards are not only a problem in the English language. Locaria reviewed the main couplets from the campaign and confirmed that whether in French, Arabic, German, Mandarin, Japanese, Italian or Spanish, a similar double standard exists.

“Despite the old saying about sticks and stones, words DO hurt, even if used unintentionally. Sexist words and phrases can demean girls and women (and femaleness itself), ultimately preventing daughters, sisters or mothers from reaching their full potential at school, work, home, and wider society,” added James.

The Double Standards campaign is the result of a partnership between CPB London and media agencies Assembly, Goodstuff and Open Media; public relations agency KWT Global, and multilingual content activation agency Locaria.

The six agencies have come together to launch a ‘Pledge for Positivity’, which seeks to puncture the complacency surrounding sexist language. As the campaign highlights sexist language affects everyone, but it impacts women and girls disproportionately. The creative industries have a huge opportunity to challenge sexist language and change the narrative.

The pledge urges individuals and companies to watch out for the sexism that hides in everyday language, learn about it and spread the word. Additionally, it urges people to commit to opening up discussion and researching the sexist language people use around you. 

The campaign calls on people not to be bystanders to sexist language, but instead challenge it even when it's used unconsciously. An approach which spotlights the insidious nature of ‘harmless’ banter, which is not a get-out-of-jail-free card. 

For while it’s easy to dismiss sexist language as ‘not a big deal’, language contributes to stereotypes which stop women and girls from achieving their full potential. A narrative which contributes to real world harms which span everything from girls as young as 7 defining themselves as ‘not sporty’ to the gender pay gap. 

This campaign is a significant step in recognising that women are still defined by what a sexist narrative says they cannot or should not do. The work follows the groundbreaking ‘Imagine’ campaign, which invites consumers to ‘Imagine a CEO’ before questioning if it's a man they are thinking of. A powerful creative tool to encourage the audience to imagine a world where gender makes no difference.

You can sign the pledge here.