Case in point: the Bank of Scotland’s Halifax bank. Whereas businesses once provided products or services primarily to net loads of loot, today they appear as ideological initiatives that just happen to not be nonprofits.
Founded in 1853, surely Halifax was initially above all a bank. But society is evolving, and the company no longer has time to bother with bigots.
As reported by the British Broadcasting Company, Halifax recently wore its wokeness on its sleeve. “Pronouns matter,” it heralded via a Tuesday tweet. “#It’sAPeopleThing.”
The post included an employee name tag, complete with “she/her/hers” designation:
“We want to create a safe and accepting environment that opens the conversation around gender identity. … For us, it’s a very simple solution to accidental misgendering.”
Commerce has quickly changed. In the past, companies would fight for your business. These days, it seems they believe the power dynamic has reversed: You will align yourself with their singular view, or you’ll cease to be a valued customer.
Curiously, if every powerful corporation makes that shift — and if all of them occupy the same issues’ sides — then they do, indeed, have that power.