Products by Salesforce New Gender Identity and Pronoun Data Options Will Make Your Website More Inclusive

Feb. 14, 2023

Today, Salesforce added gender identity and pronoun data fields to its products. This opt-in enhancement will provide organizations with more inclusive methods for collecting, managing, and utilizing data, allowing them to build customer trust and forge deeper connections.

Customers and their users will be able to select, identify, and capture pronouns and gender identity with the launch of two new fields across standard objects representing people on Salesforce — the Lead, Contact, and Person Account objects — as a result of today's enhancements. By standardizing these fields, administrators will no longer be required to create custom fields for their organizations, allowing for more accurate customer data capture and a faster time to value.

The gender-inclusive features were developed in close collaboration with Salesforce's Inclusive Language Steering Committee, which included members of Outforce, the company's LGBTQ+ employee resource group, and Out and Equal, an Oakland-based organization working to promote LGBTQ+ workplace equality. The news announced today builds on Salesforce's efforts to advance ethical and inclusive technology, including 2021 updates to Salesforce's technical language to address implicit bias and increase racial inclusivity.

Screenshots of the new fields and options, such as he/him, she/her, they/them, etc. Options for gender identity include male, female, nonbinary, and others. Both fields include the "not listed" option.

Inclusive, customizable features provide options and establish confidence

Utilizing the appropriate identifiers is crucial for fostering customer success and establishing trust. Too often, however, the default options of data systems and customer relationship management tools fail to capture the full identity of individuals. The new fields will provide businesses with simple, built-in pronoun and gender identity options, while also empowering customers to customize fields to meet their specific requirements.

Additionally, organizations will have more options regarding whether, when, and how to use this data thanks to Salesforce's new gender inclusive features. Not all companies will require or desire to collect broad gender-related data. Salesforce is dedicated to protecting individuals from discrimination, exclusion, and unintended disclosures.

When collecting data from customers, organizations must adhere to the following guidelines:

  • Safety should always come first. Gender data can be among the most sensitive information collected by businesses. Unintentional disclosure of LGBTQ+ and nonbinary individuals' identities may result in discrimination or targeted harassment.
  • Utilize openness to build trust. Customers are more likely to provide sensitive information to a company if they understand why the company wants it and what they will gain by providing it.
  • Empower clients. Organizations must provide their customers with relevant disclosure options and allow them to make their own decisions. Gender information is not always required to be collected. In some instances, it can be a limiting data point.
  • Advocate for inclusive language. Utilizing language and terminology that is affirming, people-centered, and inclusive is essential for obtaining accurate and reliable data, as well as for improving customer experiences.