How He-Man’s Pronoun Use Sparks Controversy and What It Means for Small Businesses Selling to Government Contracts

Navigating Cultural Controversies Like He-Man’s Pronoun Use: What Small Businesses Should Know When Selling to Federal Government

The recent uproar over He-Man’s pronoun display in the Masters of the Universe trailer highlights how cultural conversations ripple through media—and sometimes into federal contracting environments. Conservatives criticized the inclusion of “He/Him” pronouns on the character’s office placard, sparking debates about identity, tradition, and representation. While this controversy sits mainly in entertainment, it offers important lessons for small businesses pursuing government contracts.

Why This Matters for Small Businesses in Federal Contracting

Federal agencies today are increasingly attentive to diversity, equity, and inclusion (DEI). Many procurement programs prioritize contractors who actively support inclusivity and nondiscrimination policies. Understanding societal debates like the one stirred by He-Man’s pronoun use deepens your grasp of the broader cultural and regulatory environment affecting government contracts.

For companies targeting GSA Schedule opportunities or bidding on set-aside contracts (like those for women-owned or minority-owned businesses), demonstrating cultural competence and compliance with nondiscrimination standards can strengthen your proposal. Conversely, appearing out of touch with current diversity standards could inadvertently hinder your chances.

Key Takeaways From the He-Man Pronoun Debate

1. Diversity and Representation Influence Procurement Trends
   Government agencies often seek vendors who reflect federal values around diversity and inclusion. The backlash over He-Man’s pronouns underscores tensions but also signals that traditional icons and workplace norms are evolving toward acceptance of gender identity expressions, including correct pronoun usage.

2. Policy Compliance is Non-Negotiable
   The federal system requires contractors to follow equal employment opportunity laws and DEI initiatives. When your small business registers on SAM.gov or negotiates GSA Schedules, being knowledgeable and proactive about inclusive policies helps with compliance audits and fosters good relationships with contracting officers.

3. Cultural Awareness Can Be a Competitive Advantage
   Staying informed about cultural debates—even those seemingly unrelated to your products—ensures you can communicate sensitively with government stakeholders and tailor your marketing or contracting approach appropriately. This includes using inclusive language and respecting workplace pronoun norms.

4. Anticipate Political Sensitivities Without Overreacting
   While the He-Man example triggered polarized reactions, federal procurement professionals focus on lawfulness, capability, and value. Your best path isn’t to engage in culture wars but to meet contract requirements clearly and professionally while demonstrating a dedication to inclusive business practices.

Practical Steps for Small Businesses

• Register Correctly on SAM.gov: Maintain updated company profiles that reflect nondiscrimination statements often required for federal grant and contract eligibility.
• Highlight DEI in Proposals: Whether pursuing a GSA Schedule or responding to solicitations, include your organization’s diversity policies, training programs, and commitment to inclusive hiring.
• Train Your Team on Pronoun Respect and Communication: This fosters a compliant and welcoming workplace culture expected by many federal clients.
• Monitor Procurement Trends: Agencies integrating DEI objectives into Requests for Proposals (RFPs) may signal shifting priorities. Use resources like the GSA website and procurement forecasts to stay ahead.
• Avoid Personalizing Political Controversies: Focus on your capabilities and compliance rather than public cultural disputes. Government contract decision-makers prioritize results over culture wars.

Conclusion

The He-Man pronoun controversy exemplifies ongoing societal shifts around gender identity and inclusion—an area that small businesses in federal contracting can’t ignore. By appreciating the intersection of cultural trends and government procurement expectations, you position your business for success in an increasingly diverse and regulated marketplace. Embrace inclusive practices authentically, stay aligned with federal policies, and you’ll improve your competitiveness without getting entangled in divisive debates.

For more guidance on federal contracting, explore resources on GSA Schedules, SAM.gov registration, and compliance best practices at the official General Services Administration website.

GovScout helps small businesses break into federal contracting. We simplify SAM.gov, surface winnable contracts, and give you the insights to grow in the public sector. Learn more at govscout.io.