On September 17th in 2017, Aamulehti published an editorial titled “Miehiä ja ihmisiä” (“Men and People”) which highlighted the significance of language when it comes to gender equality. Simultaneously Aamulehti pledged to strive for the use of gender neutral language, especially when it comes to professional titles. In practice, Aamulehti would for example talk about firefighters instead of firemen. The editorial stirred substantial conversation in the Finnish media and society on the use of gender neutral language. “Language is a method for structuring the world. In addition, language dictates thinking and directs interpretations even in unintended directions”, the editorial argued.