ASDA have announced that staff members will be offered the opportunity to receive pronoun badges to help avoid other staff and customers misgendering them.
The pins will be available for staff to order from mid-June and feature rainbow-coloured designs, with a range of pronouns, including male, female or the non-binary “they” pronouns.
A staff flyer seen by TheIndustry.fashion also states that a pack on the impact of misgendering will also be available to those who request it.
In the advert, ASDA states: “We’re passionate about supporting the gender identity of our colleagues and know that misgendering can be distressing for all, so we’ve created pronoun badges for colleagues who wish to wear them.”
The leaflet has also circulated on popular mothers forum Mumsnet, where opinion was split.
One user said: “Phew another reason to go to Waitrose”, with another adding: “You don’t get this twaddle in Aldi or Lidl.”
Some users spoke up in support of ASDA, commenting: “I have a friend who is a very masculine looking and sounding woman who gets sick of people assuming that she’s male. There are always going to be people who are outliers, for whom asking is better than assuming”
Many brands have continued to show their support for the LGBTQ+ community during Pride Month, despite no clear season of queer events.
Throughout Pride Month 2020, TheIndustry.fashion will be showcasing the brands who continue to be proud, and support the LGBTQ+ community by releasing collections, donating funds and breaking down barriers.