Twitter has been roiled by a dispute over the pronouns used on Halifax name badges. The bank said that customers who disagree with its position can have their accounts closed.
Halifax posted a tweet saying "Pronouns matter" and included a photo of a badge that said "Gemma ("she/her/his)" on Twitter.
Some people replied that the post was "woke virtue-signaling", while others stated they would close their accounts.
Some social media disputes have made pronouns a contentious topic.
Pronouns are words that can be used to describe someone or a group of persons - I, you; he, she; they - but some people have found this tied to discussions about gender identity.
Halifax's announcement that staff could wear a badge with their preferred personal pronouns was the trigger of the row.
On Tuesday, Halifax's name badge tweet prompted strong reactions from some Twitter users.
One respondent said that the tweet was "pathetic virtue signalling", and added: "Why aren't you trying to alienate people?"
Others claimed it was an attempt at imposing a worldview on them that they did not share.
Halifax replied, saying, "We strive to include equality and do what is right." You can close your account if you don't agree with our values.
Later, the bank released a statement saying: "We want a safe environment that allows for open discussion about gender identity."
"We care about the individual preferences of our customers and colleagues so it's an easy solution to accidental mis-gendering."
Rival bank HSBC tweeted "We stand alongside and support any bank and organisation that joins our efforts to promote equality and inclusion." Everyone should feel comfortable being themselves at work.
Professor Bobby Duffy, Director of the Policy Institute at King's College London said that Twitter exchanges had many of the characteristics of a "culture warfare" debate, including the use terms like "woke" or "virtue signalling".
He said that the main feature that indicates this is part of the culture conflict is the complete lack of understanding the other side's viewpoint and deep suspicion about their motives.
"This is the true definition a culture war. It's not just disagreement over issues, but lack of trust and compromise. Each side cannot accept or understand the other's point of view.
