From calling them 'princess' to 'pretty', most people are guilty of reinforcing gender stereotypes when speaking to girls, which can impact them later on in life. Tech firm Sheboard is tackling this by designing a keyboard that helps users pick more appropriate phrasing. We explore the insights behind how tech can be used to tackle gender stereotypes from a young age.
Gender stereotyping can affect us from the moment we are born, potentially hindering a child's development. In the hope of staunching sexism early, Sheboard is a predictive keyboard from Plan International, created in collaboration with Samsung Electronics Nordics, which suggests replacement phrases for gender-biased language. For example, 'sweet' becomes 'smart', 'princess' turns into 'adventurer', and 'beautiful' changes to 'happy'. Plan International has also launched a campaign highlighting how people talk to girls and boys differently, and the effect it can have later in life.
The aim is to get people thinking about how they may use biased language reflexively, in turn shaping how they treat others. "We want to help people see the impact that words have, and make them consider ways in which they can change how they talk in order to empower girls," says Nora Lindström, Plan’s global coordinator for digital development. “Strict gender roles affect both girls and boys from birth, all over the world. However, gender roles have a particularly negative effect on girls.”
These biases are learned early and carried forward from a young age. One study found that girls as young as six have internalised old-fashioned stereotypes suggesting that boys are better suited to intellectual careers, such as those in maths or science. Meanwhile, other research has shown that gender stereotypes stop 55% of girls speaking their minds, while 47% say they affect how much they participate in lessons, and 51% say they affect how they interact with their peers.
Some brands are already tackling gender stereotypes; Let Toys Be Toys sheds light on high street retailers’ gendered approach to toys, and Microsoft and Mattel are encouraging girls to pursue careers in STEM subjects. But in nudging people to use gender neutral language, Sheboard addresses the divide on the subconscious level where it begins. “Language, as the medium through which we conduct almost all relationships, public and private, bears the precise imprint of our cultural attitudes,” writes journalist David Shariatmadari.
Rebecca Smith is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. She has worked with a number of global brands to help them better understand the mindsets of their audiences, from what people want from fake tan to how they feel about technology. Outside of work, you’ll find her binge-watching anime or with her nose stuck in a fantasy novel.
