Collecting gender in preferences pages

When designing preferences pages, it's important to decide whether the data you're collecting is necessary.

It's also important to collect personal information like gender in a respectful way. 

Here’s a guide on when and how to ask about gender on your preferences pages.

Do you really need to know?

Before asking your contacts for their gender, assess whether it serves a clear and valuable purpose. 

Is this data that you’ll actively use to personalise emails, offers, or product recommendations? 

If not, reconsider asking about gender to respect your customers’ privacy.

Consider alternatives

Instead of focusing on gender, ask questions directly related to your customers’ shopping habits.

For example, asking, “What type of products are you interested in?” (e.g., menswear, womenswear, unisex, accessories, etc.) provides actionable insights without delving into personal identity. 

This approach is more respectful and directly relevant to personalisation needs.

Best practices for asking about gender

If gender data is essential for your business needs, make sure you phrase your question in an inclusive and respectful way. 

Use a broad range of options that reflect diverse identities.

Avoid using “other” as an option

“Other” can feel dismissive to those whose identities don't fit into traditional categories. 

Instead, offer specific options like “Non-binary” or “Prefer to self-describe” with a text field, allowing contacts to express their identity in their own words. 

Always include “Prefer not to say” to respect their choice.

Example phrasing

How do you identify?

• Man
• Woman
• Non-binary
• Prefer to self-describe: [Text Field]
• Prefer not to say