Language is a powerful tool. It both reflects and often reinforces societal views.  

However, men and women often use different language and styles to discuss the same subjects.  In this article we explore why these differences exist and the impact when the dominant view is biased towards one gender. 

Why Do Men and Women Use Different Language?

The differences in language usage between men and women stem from a combination of social, cultural, and psychological factors.  

1. Socialisation and Cultural Norms 

Like it or not, from a young age, boys and girls are often socialised differently. Recent research has shown that even at the age of 2, girls play outside less than boys.  

Boys are often encouraged to be assertive and competitive, while girls are nudged to be nurturing and collaborative. These early lessons shape how we communicate as adults. 

• Boys: Tend to use assertive language, focus on outcomes, and prioritise facts. 

• Girls: Often emphasise relationships, use more emotional language, and focus on context. 

2. Cognitive Differences 

Cognitive research suggests that men and women may process information differently. Studies indicate that women are more adept at empathising and reading emotional cues. Men however may be better at logical reasoning. This influences both how they respond to communication and articulate their thoughts. 

For example, when discussing a product, a man might focus on its technical specifications and performance. In contrast, a woman might highlight how the product fits into her lifestyle.  

3. Contextual Communication 

Men often use language to assert their point of view, while women may use it to build consensus. This difference in communication styles can affect how each gender discusses the same topic. And indeed which aspects they focus on. 

When discussing health, females share experiences and express vulnerability, which fosters connection and empathy. In contrast, men typically approach health topics with a focus on facts and solutions, sometimes downplaying personal experiences.  

This difference not only reflects socialisation but also affects how individuals seek help.  

Why Does It Matter? 

These gendered language differences and communication styles have significant implications for marketing. If we want our message to land we need to consider whether to follow existing patterns, or to shake things up. 

Take financial services as an example – an industry traditionally dominated by men. The language focuses heavily on features, presented in a dry and technical manner. This style has been a barrier for some women to get more involved in their finances. The messages didn't resonate and they didn't feel understood. 

Fortunately, the language is changing, especially from female-led financial institutions like Starling Bank and Female Invest. For instance, Starling Bank, founded by Anne Boden, uses terms like "spending" and "payments" rather than "credit" and "debit." 

The shift in conversations around men and mental health is also acknowledgement that this divide is not healthy. For too long, men have been told to “man up”, leaving them feeling isolated and unable to express their struggles. This silence has serious consequences - male suicide rates are alarmingly high. Thankfully, there’s been a cultural shift. There's increased focus on creating safe spaces for men to talk openly about their feelings. Campaigns and conversations are now addressing the importance of vulnerability, showing men that it’s not just okay to ask for help - it’s essential. 

So what does this mean for your messaging?  

The words you use and the tone you communicate in shape who listens, who feels included and who feels understood. 

Ask yourself, does your language truly connect with everyone you want to reach? If not, it might be time to reframe the conversation. 

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