Get a once-weekly tip for sharper business writing

A newsletter for professionals and biz writers. Delivered every Wednesday at 2PM, adjusted to your timezone.

You’ll also get a sign-up freebie. It’s called 10 common business writing mistakes making you look like a semi-literate ignoramus. But only WHILE STOCKS LAST!

(It’s actually a PDF, so stocks are unlimited, but I’m told fibbing about scarcity improves signups; don’t tell anyone 🤫)

And worry not, I know you’re busy, I keep the emails to the point.

Pop your lovely little deets into the subscription box below and await the coming of the double opt-in confirmation email (exciting, I know):

Still not convinced?

Here’s a sample:

Dear future subscriber,

Is the pronoun for a company name “it” or “they”?

The short answer is that both are acceptable, depending on context. American English tends towards “it”, and British English is more flexible. But it’s not just a British English thing!

My advice is to use “it” 90% of the time. It’s the safer option and much more natural to the American ear (which will usually constitute the majority of B2B readers for global companies).

But here’s why “they” can also be appropriate:

A business name is either an individual noun (a legal entity) or a collective noun (a group of people). A collective noun can take either a singular or plural pronoun, depending on whether it refers to the group as a whole or the separate actions of the individuals in the group.

Here’s what the (American) Gregg Reference Guide says: “Organizational names may be treated as either singular or plural. Ordinarily, treat the name as singular unless you wish to emphasize the individuals who make up the organization; in that case, use the plural.”

For example:

“Google has had a good year. Its share price is $160.” (Individual noun)

“Google is running multiple innovative projects. It will make feature releases throughout 2024.” (Collective noun with a singular pronoun)

“Google are attending the event. They are giving multiple keynotes.” (Collective noun with a plural pronoun)

When determining which to use, it’s important to understand what’s called notional agreement. Is the business acting as an individual legal entity (use “it”), as a cohesive unit of people (use “it”), or as a group of individuals doing different things (you can use “they” if you want).

Often, this is a judgement call. Just remember, in legal contexts, it’s almost always “it” because the business is an entity. And if in doubt, use “it.” But don’t forget you’re also allowed to use “they” if it sounds more natural.

Who the hell am I anyway? And why should you trust my writing advice.

Well hola, hallo and salut. I’m Dan Mowinski.

I’ve worked as a business writer, journalist and copyeditor for over a decade. Past clients include Pipeline Magazine and EU Business School. I’m currently the lead British English copyeditor for Rosetta Stone. Oh, and I just love the English language.