Halifax Bank in the UK decided to do some virtue signaling, unveiling ads celebrating their pronouns. When customers objected, the bank tweeted “If you don’t like it, close your account.”
Customers: “Your terms are acceptable.”
Halifax’s pronouns badge PR disaster has sparked an exodus of customers and their savings today as its bosses were branded ‘old fashioned bullies’.
Britons are closing their accounts en masse after the bank’s social media team told them to leave if they don’t like their new badges to help avoid ‘accidental misgendering’ of staff.
One account holder told MailOnline that he and his family has already pulled out investments and savings worth £450,000 while many more said they are closing ISAs after they accused the bank of ‘alienating’ them with ‘pathetic virtue signalling’.
Another reader cancelled his Halifax credit cards online today and told customer services: ‘Pronouns matter when used properly, I will not be told by a bank what I can and can’t’. Other critic said: ‘I care because they paid someone to come up with this rubbish but they keep closing branches’.
Branding expert Martin Townsend said Halifax’s policy is a ‘Ratner moment’ and an ‘astonishing’ mistake that will be considered one of the biggest PR blunders in recent history.
He told LBC: ‘It’s a Ratner moment I would say.
For those unfamiliar with the saying, Gerald Ratner was a jewelry store chain owner who joked that his products were crap. “Within a few days of the speech, Ratners Group shares dropped by £500 million (US$1.8B today); by the end of 1991, its stock was down 80%.”
It’s astonishing that they do something to make themselves look right on and virtue signalling – and they end up looking like the most old fashioned bullies, telling them: “If you don’t like it you’re welcome to leave”. It’s extraordinary. Who treats their customers like that? I’ve never heard of a company inviting their customers to go. How is that inclusive?’.
Natwest, Nationwide and HSBC all have optional pronoun policies for badges. HSBC entered the debate and shared the Halifax post, tweeting its 101,000 followers: ‘We stand with and support any bank or organisation that joins us in taking this positive step forward for equality and inclusion. It’s vital that everyone can be themselves in the workplace’.
The row began this week when Halifax, which was propped up by the taxpayer to the tune of £30billion as part of a 2008 bailout, tweeted its 118,000 followers on Tuesday revealing that it would allow staff to display their pronouns on their name badges, in a post that read ‘pronouns matter’.
It showed a photo of a female staff member’s name badge, which featured ‘she/her/hers’ in brackets under the name Gemma.
One customer replied: ‘There’s no ambiguity about the name “Gemma”. It’s a female person’s name. In other words, it’s pathetic virtue signalling and is seen as such by almost everyone who has responded to the initial tweet. Why are you trying to alienate people?’ Within 20 minutes a member of the Halifax social media team, calling himself Andy M, replied: ‘If you disagree with our values, you’re welcome to close your account’.
Andy M’s response has outraged customers, and seen hundreds claiming they will boycott the bank with many saying they have closed their accounts. Others have cut up their credit cards or getting rid of insurance policies and said the threat was the final straw after it cut 27 branches alone in 2022.
One told MailOnline: ‘My entire family have now transferred their accounts to Nationwide, cards etc. Loss to Halifax is in excess of 450K in investment accounts and savings’.
Sky News covers the story:
Get woke, go broke.
