Many disputes about gender are normatively charged. To account for this, some suggest building normativity into the semantics of gender terms. I propose an alternative, pragmatic account. When speakers utter gender-attributing sentences of the form ‘Person A is of gender G’, they often pragmatically convey normative content about whether A should be categorized as G. After critically discussing the semantic approach, I motivate and discuss in detail this novel pragmatic view and elaborate on its compatibility with a number of semantic (...) options. (shrink)