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What’s �in the presentation kit?

The Beyond Binary Presentation Kit is designed to help you implement more gender inclusive data practices within your organisation.

Reference any, or all, of these sections to help your internal stakeholders understand how gender inclusivity practices are good for business. And learn how to implement them within your company.

Problem

A summary of gender-related data within businesses �

Customer and employee touch points relating to gender data�

How it feels to be misrepresented

Solution

Delivery

An introduction to Beyond Binary Code�

The positive impact of gender inclusivity�

How to implement the code

Spark’s roadmap as a basis for change within your own organisation�

Resources used to create this presentation kit

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HELPING YOUR DATA

WORK BETTER FOR YOUR

BUSINESS AND CUSTOMERS

Data can help businesses design better, more intuitive products, services and experiences. But if the data isn’t needed or it isn’t accurate, it can actually do more harm than good.

This is the problem with gender data. Many business forms and fields are still binary: male + female. This misrepresents people outside this binary. It forces them to lie and makes them feel invisible.

As data continues to influence more and more of our lives, customers need to be able to trust in businesses to keep their sensitive data safe and treat it with respect.

Revising how we collect gender-related data and all that it effects, �is one of the ways your business can better align with the inclusive values of a progressive and diverse society. Building a future where more people feel seen and feel accepted as themselves.

Businesses who see people as they see themselves are better equipped to innovate further, engage more authentically and �attract new customers.

Being inclusive is good for business.

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If a form has a field that contains only two genders and the user can’t opt out and skip this section, then the users may be forced to misidentify themselves.

What gender data collection often looks like:

Options such as ‘other’ or ‘gender diverse’ are umbrella terms that don’t accurately represent those who identify beyond the binary gender of male and female. It can makes the non-binary communities feel invisible and misrepresented.

MISGENDERING:

Implies that there are two legitimate genders and anything else is a cursory tickbox, signifying the person asking doesn’t care what that “other’ is. Including options �and giving people the ability to enter their own gives them equal standing and recognition. It shows that people behind the form don’t have a binary view of gender.

Can be intentional or unintentional but has the impact of fundamentally failing to see and address people for who they are, which can negatively impact people's wellbeing and self-esteem. It can also contribute to harassment or endangerment of the person.

‘OTHERED’:

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Gender-related data has a ripple effect across your business, and is felt by your customers and employees

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Small datapoint, big impact.

The gender-�related datapoint

Touchpoints �directly influenced �by the datapoint

Name

Prefix

Pronouns

Gender

Personal ID

Account details, email signatures, name tags

Direct Marketing & �Service Communications

Personalised emails, customer service/care, Customer �care scripts.

Targeted advertising �using 1st & 3rd party data

Facebook ads, programmatic and digital ads, loyalty databases

Flow on touchpoints indirectly influenced by the datapoint

Aspects of business unrelated, yet still influenced by gender data collection

Recruitment & Talent

Recruitment portals/forms, diversity & inclusion or demographics reporting, �Career management

Digital experience

Product descriptions, online navigation of products and services(depending on logged in state/cookies)

Internal Culture

Codes of conduct, purpose and values setting, policy training, partner organisations, celebrations �or causes you champion

Innovation & Strategy

New product, experience

and service design

Funding & Resources

Diversity grants and support

Models & Imagery

Representational imagery within marketing and communications

Spaces

Bathrooms, changing rooms, shop experience

3rd Party Vendors �Data Collection

Credit card checks, ticketing portals, recruitment portals, license/ID checks

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How does it feel to be misrepresented?

We spoke to New Zealand’s non-binary communities to better understand how binary gender questions make them feel and uncovered the following themes.

Invisible

Click to learn more.

It leaves you feeling invisible, �like the system and organisation �isn’t designed to include you.

Exhausted

Click to learn more.

Being forced to lie, �correct or educate people �and organisations is exhausting.

Vulnerable

Click to learn more.

This datapoint has the �potential to work against you �if not handled sensitively.

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85% feel often or always misrepresented when sharing their gender information online with a business or organisation.

< Beyond Binary Code Gender Data Survey, 2021>

It leaves you feeling invisible, like the system isn’t designed to include you.

66% feel like the business doesn’t care about them when �they are misrepresented because of their gender.

< Beyond Binary Code Gender Data Survey, 2021>

feel mostly or always misrepresented when sharing their gender information online with a business or organisation.

< Beyond Binary Code Gender Data Survey, 2021>

<85%>

feel like the business doesn’t care about them when �they are misrepresented because of their gender.

< Beyond Binary Code Gender Data Survey, 2021>

<66%>

Misrepresentation makes me feel invisible

When you think, ‘I’ll be visible’ just to exist in one moment by clicking the wrong box, because that's the only option, then you start to go invisible, not just in that moment, �but to yourself as well.�

After you've done this over and over and over again, you think ‘Am I even real? Is it even a real part of me?’ And the really ugly question to ask yourself, is ‘Should I even bother? Am I worth taking up space?’ It's such a painful question. Am I allowed to be here in the way that I am? Am I enough?

�< Jess (They/Them) >

“

”

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Being forced to constantly lie, correct or educate �is exhausting

”

Honestly, I can’t be bothered, it takes so much energy and then they still just don’t get it. It’s less effort to live a lie

< Beyond Binary Code Gender Data Survey, 2021>

It’s like interacting with someone who’s given you a nickname you don’t want. So you grin and bear it, but you limit your interaction with them.

< Beyond Binary Code Gender Data Survey, 2021>

would actively avoid engaging with a business that misrepresented them because of their gender.

< Beyond Binary Code Gender Data Survey, 2021>

35% would actively avoid engaging with a business that misrepresented them because of their gender.

< Beyond Binary Code Gender Data Survey, 2021>

Misrepresentation makes me feel exhausted

My rule around pronouns is that society hasn't come along with me, and nonbinary people are ahead of where society is. �

So if you misgender me by mistake, I will correct you once. The next time I just won't respond to you and I will wait for you to pick up on your mistake and correct yourself.

�< Shaneel (They/Them) >

“

”

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This datapoint creates anxiety, because it can put people in a vulnerable position

Forms are more about fear for me. “I should just put male so I don’t get asked questions or be judged”. Hiding myself is easier.

< Beyond Binary Code Gender Data Survey, 2021>

We face a lot of microaggressions every day, so the person who receives this info should treat it with respect.

< Beyond Binary Code Gender Data Survey, 2021>

Safety is very important. A lot of people are worried about the backlash from it if the information got out.

< Beyond Binary Code Gender Data Survey, 2021>

I describe my gender differently based on who I’m talking to. �I give off a different version of myself and my gender based on who the person is. Profiling them as soon as I meet them

< Beyond Binary Code Gender Data Survey, 2021>

Misrepresentation makes me feel vulnerable

I can feel somebody sit back slightly in the chair and make less eye contact. It’s those really small micro-behaviours that show me my gender will shrink this connection.

So, then it's a choice between what's more important; the connection with this other person or the connection with myself? I have to decide, and the connection with the other person wins a lot of the time - I go, ‘oh, well, this connection with my gender is expendable.’ Yeah.

�< Jess (They/Them) >

“

”

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<br />

Beyond Binary Code �the internet to see more than �two genders.

Co-created with OutLine and non-binary communities, it’s a simple piece of code that can be added to your website to help make data forms and fields more gender inclusive, and the data you collect accurate. Which, in turn, helps you inform better experiences, products and services for your customers.

</div>

</form>

The power to change this starts with a simple piece of code.

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How does �it feel when businesses �get it right?

We also spoke to non-binary communities to understand the positive effects of gender inclusivity in data collection.

Euphoria

When businesses reflect a person’s identity accurately, it creates a sensation of overwhelming positivity – known as “gender euphoria.”

Authentic Loyalty

Communities are wanting to support businesses that are designing their systems to make people feel safe today, and are investing in a future that’s better for everyone.

Click to learn more.

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The experience of ‘gender euphoria’ from validation and better representation can be life-changing.

When businesses get it right I feel gender euphoria

MX is my preferred title – and when the intercity bus driver greeted me with it, I was so excited! They obviously had good staff training

< Beyond Binary Code Gender Data Survey, 2021>

Went looking for work and was the first time I’d seen a �non-binary option in a form on a contract for a workplace. It was a mind-blowing experience where I thought, “Wow! People know I exist!”

< Beyond Binary Code Gender Data Survey, 2021>

”

It’s so exquisite. Just by providing a little bit more space, it's �like, literally one more box is all it would take, to be like, ‘Yes, �you are allowed to be here, you're allowed to take up space. You're allowed to grow. You're allowed to be stupid and silly and not just non-binary, but also non-binary and fabulous, non-binary �and thriving.’.

I think when this beautiful crack of light hits my little gender creative sapling - by somebody using affirming pronouns or asking me for what I really want, or asking me who I am today - �I feel like this little sparkle emerges and something just unfurls.��That's why it matters.

�< Jess (They/Them) >

“

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If I have the option between two different companies that offer the same service, and only one of them has non-binary as a gender option, then I'll go with the one that can represent me better.

Not only because they have that option and I know it'll be associated with my account, but I also foresee that if I ever have any issues with my gender on that website, the company itself will be more receptive to my feedback.

�< Bode (They/Them) >

“

”

A willingness to �support businesses �with progressive values, �who consider everyone. �Not just most people

When businesses get it right I feel authentic loyalty

I prefer supporting businesses that will support and include me, especially if this reaches beyond gender data they collect and into their marketing, product grouping etc (eg. not gendering clothing, makeup, toiletries).

< Beyond Binary Code Gender Data Survey, 2021>

88% are more likely to repurchase from a business, when the process of collecting their gender related data was a positive experience.

< Beyond Binary Code Gender Data Survey, 2021>

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Not �really

Do you already know how gender data impacts your customers and employees?

How to implement the code.

Plan & Roadmap

Map the products, services and spaces directly impacted by this data change. Work through the easy wins and the things you want to launch with. Then prepare a roadmap for changes that might require a longer timeline.

Get Your Code�Head to s park.co.nz/�beyondbinarycode to�check if you need this data and use the form builder to get the latest, best-practice code.

Research�Ask a cross-functional group of stakeholders to conduct an internal audit on your own forms and what they are used for to understand if you need the data. Then, work closely with non-binary communities to assess the barriers your business, and industry as a whole, faces.

Implement�Ensure the appropriate updates are made to both the form and anything the form impacts before launch. This could include: FAQs, customer service scripts, training modules, bathrooms, spaces, third party vendors, etc.

Launch�Think about how you want to introduce this update internally to your staff before communicating these changes with your customers and anyone else engaged with your business.

Yes, let’s go

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