It looks like businesses are starting to try and cash in on gender identity politics. The latest opportunists are airlines. United Airlines is has set up new ways to enter data for their customers. They are now giving their passengers more options under the “choose gender” box.
“United Airlines today announced it has become the first U.S. airline to offer non-binary gender options throughout all booking channels in addition to providing the option to select the title “Mx.” during booking and in a MileagePlus customer profile. Customers now have the ability to identify themselves as M(male), F(female), U(undisclosed) or X(unspecified), corresponding with what is indicated on their passports or identification.
“United is determined to lead the industry in LGBT inclusivity, and we are so proud to be the first U.S. airline to offer these inclusive booking options for our customers,” said United’s Chief Customer Officer Toby Enqvist. “United is excited to share with our customers, whether they identify along the binary of male or female or not, that we are taking the steps to exhibit our care for them while also providing additional employee training to make us even more welcoming for all customers and employees.”
“At the Human Rights Campaign, we believe being acknowledged as the gender you identify with is part of treating everyone with dignity and respect,” said Beck Bailey, acting director of the Workplace Equality Program. “By providing non-binary gender selection for ticketing and the gender-inclusive honorific ‘Mx’ in user profiles, United Airlines is taking an important step forward for non-binary inclusion.”
“The suggested standard would create an option for “unspecified” or “undisclosed” for passengers booking tickets. That option would be in addition to the options for “male” or “female.”
This standard was said to become effective June 1, but it was up to individual airlines to make the option available to their booking platforms.
The nation’s five biggest U.S. airlines – American, Delta, United, Southwest and Alaska airlines – all previously told USA TODAY that they plan to implement the trade groups’ suggestion.”