EasyJet has become the latest employer to introduce gender pronoun name badges for its staff.
The air crew will get to choose from 25 pronouns as part of introducing "an inclusive environment for everyone".
Employees can choose from both English options as well as pronouns used in other languages such as ze/zir/zirs, xe/xem/xyrs and xier/xies/dier.
The airline said name badges will be amended for staff who request it.
Employees can choose from both English options as well as pronouns used in other languages
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The move has prompted wide-spread criticism, including from Sir John Hayes, chair of the Tories' Common Sense Group, who has branded the idea "pointless posturing".
He told The Sun: “This is another example of out-of-touch, profit-greedy plutocrats expecting their hard-working staff to endure this kind of pointless posturing — and customers to take seriously an organisation that can’t grasp the English language.”
In 2019, EasyJet also advised cabin crew to avoid using the collective greeting "ladies and gentlemen" after a Twitter user complained.
Staff are now urged to say "welcome everyone" in order to involve all passengers.
EasyJet said: “We want to ensure we provide an inclusive environment for everyone.”
It comes after airline Virgin Atlantic updated its uniform policy last year to remove gendered clothing requirements in a move which saw passengers criticise the airline for not focusing on passenger prices and experience instead.
Employees including plane crew and pilots can now choose which uniform they wear.
Cabin crew have the choice between the company's "red" option, previously more commonly worn by female flight attendants and the "burgundy" option, previously worn by male flight attendants.
British Airways also introduced the option for male staff to wear make-up and carry handbags last year
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Male workers are now able to wear skirts and women can wear trousers, after the airline increased the uniform options available to non-binary staff members.
In addition, British Airways also introduced the option for male staff to wear make-up and carry handbags last year in an overhaul of the airliner's strict uniform rules.
Airline bosses reportedly told staff in November: "Be bold, be proud, be yourself" and said they hoped the new guidance would be "embraced by everyone regardless of gender, gender identity, ethnicity, background, culture, sexual identity, or otherwise".