Some unconscious bias can make it into final copy. You can avoid gender stereotype assumptions by addressing people as you or them instead of he or she.
Generally, avoid compounds ending in -man or -woman. Use a gender-neutral option such as business executive instead of businessman or businesswoman. A chairman becomes a chairperson.
Apply cultural sensitivity when writing for a non-American/British audience, as not all cultures/countries have the same understanding of gender neutrality or are accepting of gender equality.
For more details, see our guidance on writing about gender and sexual orientation.