Capturing demographic information boosts data quality, builds trust, and lets you
personalize offerings to retain and attract new customers. But release of gender information
could result in safety concerns for individuals or liability issues for your company. It’s
important to classify your data correctly so that you can protect it.
Required Editions
| Available in: both Salesforce Classic and Lightning Experience |
| Available in: all editions |
| User Permissions
Needed |
| To customize standard fields: |
Customize Application |
Pronouns and Gender Identity are standard fields on the Lead, Contact, and Person
Account objects. Non-binary picklist values on the Salutation field help keep all
your data in sync. Before setting up these fields, ask yourself if it’s necessary
for your use cases. Discuss your goals with project stakeholders, and take measures
to ensure the data can’t inadvertently be used to discriminate. Always review the
privacy and legal ramifications with your legal department, and refer to your
industry’s standards for guidance.
When you gather pronouns or gender identity data from your customers, follow these
guidelines.
- Explain why you’re asking for this specific information.
- Describe how the data is used.
- Offer how it benefits them to share their personal information with you.
- Indicate how their data is protected.
- Give customers an option to opt out.
- Set up data classification levels.
- Manage access to the fields and to the data within them.
- To prevent mismatched data, add custom business processes.
To report on gender-related data, make sure that the top-level object in the report
is Contact, Lead, or Person Account. For example, a report with Campaign as the
top-level object doesn’t have gender-related fields available.
