Pronoun badges backfire for embarrassed banks

Pride month means only one thing: the chance for corporations to embarrass themselves with the latest right-on social media stunt. This year it was the turn of Halifax, which took to Twitter last week to declare that ‘Pronouns matter’ alongside an image of its new-style staff name badge, featuring the words ‘she/her/hers’ underneath. Other banks quickly piled in, with HSBC heralding this ‘positive step forward for equality and inclusion’ as ‘it’s vital that everyone can be themselves in the workplace.’

Unfortunately though, it seems that these citadels of capital forgot to ask one crucial stakeholder group in all of this: the customer. Halifax account-holders – many of whom are no-nonsense Yorkshire types –  don’t take too kindly to being lectured by banks, those paragons of virtue.