Utility company - pronouns

[SomethingPunny]

I've just had an email from my utility company, Utilita, suggesting I add pronouns to my account. Obviously it's optional, and I'm not going to bother, but the bit that got me was "If you choose to add pronouns to your account, we'll use them to refer to you when you speak to us". When are Utilita ever going to interact with a customer in a way that requires them to use the customer's preferred pronouns? Maybe I'm being thick but I can't imagine when that would be necessary.

Is this going to be the norm now? Are we about to be bombarded with emails from every company we deal with asking us for pronouns which they will never need to use?

Frankly I would prefer not to share my title, my sex, my date of birth - over 18 is enough or any other piece of information that is not strictly necessary for the supply of utilities

Everything is usually 'Dear Customer' these days, and I haven't been referred to as Sir or Madam for years. They all want to be on first name terms with me 🤷‍♀️

I have no idea how they refer to me when I am not there. I just hope it is polite.