Hidden Barriers: The Language of Business and Diversity

Language is not just a tool for communication in business and entrepreneurship; it’s a powerful force that shapes perceptions, decisions, and outcomes. The prevalence of masculine language in business discourse, however, creates a subtle yet significant barrier for under-represented founders, particularly women and minorities. This linguistic bias reinforces stereotypes and contributes to cognitive biases that can impact funding decisions and business opportunities. In this article, we’ll delve into how masculine language is used, its impact on non-male and BIPOC founders, and the cognitive biases it activates. I’ll leave you with some thoughts on adjusting your thoughts, behaviors, and language to create a greater sense of belonging for your employees and colleagues.

Note: I used Claude.ai to generate ideas and selected content.

The Masculine Nature of Business Language

Research has shown that the language of business is predominantly masculine. A study by Gaucher, Friesen, and Kay (2011) demonstrated through experimental and archival analyses that job advertisements in male-dominated fields used more masculine-themed words such as “competitive,” “dominant,” and “leader.” These words are an institutional-level contributor to inequality within the social structure. Such systematic contributors are often “deeply embedded within the social structure that they are overlooked by society at large” [1]. This linguistic trend extends beyond job postings to pitch decks, business plans, and casual networking conversations. I’m not referring to the use of gendered pronouns or overtly harassing language. The business world has historically been male-dominated, reflected in its language. Terms like ‘crushing it,’ ‘killing the competition,’ and ‘aggressive growth’ are deeply rooted in masculine ideals of conquest and dominance. Sports-related terms like ‘play hardball,’ ‘step up to the plate,’ or ‘move the goal posts’ are strongly associated with the masculine performance of these games.

The Masculine Nature of Business Language

Research has shown that the language of business is predominantly masculine. A study by Gaucher, Friesen, and Kay (2011) demonstrated through experimental and archival analyses that job advertisements in male-dominated fields used more masculine-themed words such as “competitive,” “dominant,” and “leader.” These words are an institutional-level contributor to inequality within the social structure. Such systematic contributors are often “deeply embedded within the social structure that they are overlooked by society at large” [1]. This linguistic trend extends beyond job postings to pitch decks, business plans, and casual networking conversations. I’m not referring to the use of gendered pronouns or overtly harassing language. The business world has historically been male-dominated, reflected in its language. Terms like ‘crushing it,’ ‘killing the competition,’ and ‘aggressive growth’ are deeply rooted in masculine ideals of conquest and dominance. Sports-related terms like ‘play hardball,’ ‘step up to the plate,’ or ‘move the goal posts’ are strongly associated with the masculine performance of these games.

Impact on Under-represented Founders

This masculine-coded language can create several challenges for under-represented founders:

1. Reduced Sense of Belonging: Women and minorities may feel less connected to the business world when the language doesn’t resonate with their experiences or communication styles.

2. Stereotype Threat: The prevalence of masculine language can trigger stereotype threat, where individuals fear confirming negative stereotypes about their group, potentially impacting their performance. It may also contribute to an environment of microaggressions, making individuals feel unsafe, unvalued, and unheard.

3. Investor Bias: Pitch decks and business plans that don’t conform to the expected masculine language may be subconsciously viewed as less compelling by investors.

Furthermore, the language of questions creates additional barriers. A study by Kanze, Huang, Conley, and Higgins (2018) found that investors ask male entrepreneurs promotion-focused questions (highlighting potential gains) and female entrepreneurs prevention-focused questions (highlighting potential losses). The entrepreneurs naturally respond in kind to the questions posed. This difference in question framing and answers led to significant funding disparities, where those asked more promotion-focused questions raised higher funding than those asked prevention-focused questions [2].

Cognitive Bias in Action

When we consistently use masculine-coded language, we signal, often unintentionally, who belongs and who doesn’t in the business world. Such language can activate and reinforce several cognitive biases, including:

1. Confirmation Bias: Investors may subconsciously seek information that confirms their preexisting notions of what a successful entrepreneur sounds like.

2. Affinity Bias: People tend to favor those who are similar to themselves. In a male-dominated industry, this can disadvantage women and minorities.

3. Availability Bias: The prevalence of successful male entrepreneurs in media and popular culture makes it easier to recall examples of male success, potentially influencing decision-making.

4. Role Congruity Bias: How stereotypes affect the treatment and evaluation of individuals based on the expectations of their social roles.

Dr. Laura Huang, author of “Edge: Turning Adversity into Advantage,” states, “bias or disadvantage is really the result of perceptions that have gone awry – when we link our perceptions about people to their attributes to describe what is ‘good’ and ‘bad’ in society.” These perceptions are made quickly and tend to endure; however, awareness allows us to address bias and guide other’s perceptions [3].

Steps Toward Inclusive Business Language

To create a more equitable environment for all founders, the business community can take several steps to increase the use of inclusive language. These include:

1. Awareness: Recognize the prevalence of masculine language and its potential impact.

2. Inclusive Language Training: Train investors, mentors, and business leaders on using more gender-neutral language. For instance, instead of ‘aggressive growth,’ consider ‘sustainable expansion.’ This shift in language can help create a more inclusive environment.

3. Diverse Representation: Ensuring diverse representation in decision-making roles, including investment committees and board rooms, is crucial. This step is not just about ticking a diversity box; it’s about bringing different perspectives and experiences that can lead to better decisions and a more inclusive environment.

4. Balanced Media Representation: Highlight success stories of under-represented founders to provide counter-examples to prevailing stereotypes.

5. Reframe Pitch Criteria: Develop more inclusive criteria for evaluating pitches and business plans that don’t rely solely on traditionally masculine concepts of success.

Inclusion Requires Leadership

Bourke and Titus note that “what leaders say and do makes up to a 70% difference as to whether an individual reports feeling included” [4]. Their research shows inclusive leaders share six traits:

1. “Visible commitment: They articulate authentic commitment to diversity, challenge the status quo, hold others accountable, and make diversity and inclusion a personal priority.
2. Humility: They are modest about capabilities, admit mistakes, and create the space for others to contribute.
3. Awareness of bias: They show awareness of personal blind spots, as well as flaws in the system, and work hard to ensure a meritocracy.
4. Curiosity about others: They demonstrate an open mindset and deep curiosity about others, listen without judgment, and seek with empathy to understand those around them.
5. Cultural intelligence: They are attentive to others’ cultures and adapt as required.
6. Effective collaboration: They empower others, pay attention to diversity of thinking and psychological safety, and focus on team cohesion” [4].

They found that the most important of these traits for those working with such leaders was their awareness of bias. Adding humility and empathy increased those feelings of inclusion [4]. That puts the burden on us as leaders to educate ourselves and be aware of how language affects our thoughts and actions.

Recognizing the Importance of Inclusive Business Language

The masculine language of business is a subtle but powerful force shaping the entrepreneurial landscape. By recognizing its impact and creating more inclusive linguistic norms, we can work towards a business environment that truly values diversity and innovation from all corners of society. As Dana Kanze, lead author of the study on investor questioning, puts it, “By calling attention to the role of regulatory focus in Q&A sessions, we give VCs and entrepreneurs the tools to ask and answer questions for the benefit of their funds and startups, respectively. Over time, small changes in reframing questions and answers can promote gender parity so that the most deserving startups—regardless of whether they are led by men or women—receive the funding they need to thrive.” [2]. These conclusions apply to all social groups. By being aware of bias and taking steps to counteract it, we can create a more level playing field for all entrepreneurs.

References:

[1] Gaucher, D., Friesen, J., & Kay, A. C. (2011). Evidence that gendered wording in job advertisements exists and sustains gender inequality. Journal of Personality and Social Psychology, 101(1), 109-128.

[2] Kanze, D., Huang, L., Conley, M. A., & Higgins, E. T. (2018). We ask men to win and women not to lose: Closing the gender gap in startup funding. Academy of Management Journal, 61(2), 586-614.

[3] Huang, L. (2020). Edge: Turning Adversity into Advantage. Portfolio.

[4] Bourke, J. and Titus, A. (2020). The Key to Inclusive Leadership. Harvard Business Review.