servicethey

Servicethey is a framework and term used to describe an inclusive customer service approach that centers gender-neutral language and nonbinary accessibility in service interactions. The core idea is to treat pronouns and gender cues as fluid, with staff defaulting to gender-neutral language and offering explicit pronoun options when presenting or collecting information.

Origins of servicethey lie in broader movements toward inclusive design and nonbinary pronoun adoption during the 2010s and early 2020s. It developed within service design discussions and corporate diversity initiatives as organizations sought to reduce misgendering and improve comfort for diverse customers. The term circulated in industry writing and at conferences before becoming a recognized label.

Core practices include staff training on pronoun awareness, forms and digital interfaces with optional pronoun fields, and messaging that avoids gendered assumptions. Interactions emphasize asking for preferred pronouns when appropriate, using they as a default when pronouns are unknown, and documenting pronouns in customer profiles with consent where useful. Environments may also feature gender-neutral signage and policies.

Adoption is seen as part of broader efforts to improve accessibility and user experience. When implemented thoughtfully, servicethey can increase comfort and trust for gender-diverse customers and expand service reach.

Critiques focus on privacy concerns, potential tokenism, and the risk of awkwardness or inconsistency if staff lack training. Some observers argue that the principle should be embedded in comprehensive inclusive design rather than treating it as a separate label.

See also: inclusive language, gender-neutral pronouns, inclusive design, accessibility.