Friday 5 April 2024

My name on it

 


For all the talking I do about personalisation, it’s only when I receive brand communication deliberately directed at me, and me only, that I realise its potential impact.

It’s six years since I was pleasantly surprised by a direct mail flyer from a local sports store - which, incidentally, I’ve kept to this day. 

My latest encounter happened today. I’ve recently been reviewing my insurance policies (always fun in Germany). Allianz have sent me a couple of little personalised videos about my revised policies.

To be honest, they are only personalised to the extent that my name appears from time to time, as in the screenshot above. And I know only too well now that there’s no magic about this with AI these days. But they’re well put together and quite entertaining (a dummy called “Johnny Crash” demonstrates the Accident Insurance - well, it made me giggle). 

I know this’ll become standard, and quite likely, I won’t notice this sort of communication in future. So why am I blogging about it?

I felt well-disposed towards these films, and there’s a simple reason for that. Context. My insurance representative spent two hours with me last week, in my sitting room, getting to know me and my insurance needs. Yes, he was selling me insurance, but that’s his job. By the time these films arrived, I’d already signed the new contracts and had the feeling that there’s someone working for Allianz who knows what’s necessary about what sort of person I am and what makes me tick. 

Contrast that with some bright agency spark “powered” by AI who decides to “serve” me brand communications out of the blue, featuring a short-sighted old bag with pasty white skin.

There’s personalisation, and there’s putting people in irrelevant boxes.

Tuesday 2 April 2024

RETROWURST: Sekt April 2006

 

In this uncharacteristically bubbly article from April 2006 (why so many exclamation marks? What had I been drinking? Oh.) I gave a quick slurp-down of the German Sekt market. Its commodity-commonplace nature. Its sweetness and general perception of harmlessness (as recommended to breast-feeding mums). Its alarmingly low prices. And the dominance of the star of the former DDR, Rotkäppchen.

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Over Easter we’ve all probably over-indulged, either in chocolate or perhaps in hot-cross buns – or maybe in the subject of this month’s Extrawurst: sparkling wine. 

 

While sparkling wine still has a bit of a luxury status in the UK, Sekt, (from the Latin for dry) as it is known here, is more of a commodity. On the flimsiest of excuses for celebration, bottles of Sekt seem to appear from nowhere to anstoßen or drink a toast. While Champagne and sparkling wine seem more related to each other in the UK, the two are worlds apart here: real Champagne is drunk only on the most exclusive of occasions whereas Sekt is very much an everyday product.

 

Sekt has been produced in Germany since 1826 when a Herr Kessler brought back his knowledge of Champagne production to set up Germany’s first Sektkeller. There are various quality levels and descriptions for Sekt in Germany, for example, whether the process includes a Methode Champagnoise-type turning or not, which is all strictly controlled by the E.U these days, as you can imagine.

 

As well as quality variations, there are a wide variety of dryness and sweetness levels, most of which seem impossibly sweet to UK tastes! The range goes from mild to halbtrocken to trocken to extra trocken to brut to extrabrut. I would strongly recommend UK tasters to stick to extra trocken and above!

 

Sekt is drunk on all manner of occasions and is generally regarded as a “harmless, fun little drink” such that people who don’t normally drink will also take a glass. Sekt is even recommended to breast-feeding mothers to increase milk production. As well as the normal 0.75l bottles, small bottles of Sekt (0.2l, known as Piccolos) are also popular, seen as a reasonable size for someone to drink alone, perhaps in the evening when the other half is having a beer.

 

Although sparkling wine from other lands is available in Germany – for example, Cava, Prosecco, Crémant or Krimsekt from the Ukraine – home-produced Sekt takes the lion’s share of the market. A recent development on the German market in Hessen where I live is “Pomp” from Kelterei Höhl, which is a mix of Sekt and Apfelwein (the local speciality which tastes like a very tart cider). It does taste better than it sounds!

 

The popularity of Sekt is not unrelated to its price. Although Kaiser Wilhelm II introduced Sektsteuer or “Sekt Tax” to finance the imperial fleet (which is still continued as far as I know, even though the Kaiser, his fleet and his empire are long-since gone) a bottle or two of Sekt is hardly going to break the bank for most people. While a bottle of a premium brand such as Henkell Trocken will set you back €4.99, Aldi have a Riesling Sekt for €3.49 or a standard Sekt for €2.49, which is well under £2.00! 

 

Some interesting websites relating to Sekt include www.sekt.de , which is a site from a collection of the major producers, plus the individual sites of some of the main brands such as www.fuerst-von-metternich.de , www.deinhard.de , www.henkell-trocken.de and www.soehnlein-brillant.de .

 

However, maybe the most interesting Sekt brand of them all is the one that claims brand leadership: Rotkäppchen.Rotkäppchen means “Little Red Riding-Hood” in German and the brand itself is characterised by the red metallic top on the green bottle. Rotkäppchen is an extraordinary brand as it is one of the very few DDR brands which has not only survived the re-unification of Germany but has also won the heart of the former West German consumer.

 

Rotkäppchen is a commodity Sekt: the basic wine comes from Italy, France and Spain as well as Germany and there is no fancy turning or bottles here: the wine ferments in big vats with the addition of yeast and sugar. Having said this, the brand does have a history and heritage that long pre-dates the DDR: Rotkäppchen was first produced in 1894 in Freyburg an der Unstrut in Saxony. In the DDR days it was very much seen as a luxury, but a luxury that was affordable now and then even amid extreme socialism. In those days, Rotkäppchen was selling about 15m bottles per year- that’s about a bottle per head per year.

 

After the Wall fell, so did Rotkäppchen’s popularity to an all-time low of 1.5m bottles per year in the early 1990s. The former East Germans turned their backs on their old friend, demanding “proper” West German Sekt, while the former West Germans turned their re-unified noses up at what was seen as a cheap-and-nasty party fizz for the socialist masses.

 

Rotkäppchen’s saving grace was a management buy-out in 1993. The management team, led by the current MD, Herr Gunter Heise, really turned the brand around through clever marketing and their inherent faith in the product and brand. While the advertising and the presentation of Rotkäppchen may look a little Ferrero-Ambassador’s party to us cynical Brits, the brand has really caught onto the German middle classes’ yearning for “a little bit of Heimat glamour and luxury”. There is a sense of escapism back to an age of romance and beauty, albeit with a fairy-tale familiarity that is very appealing to a country terrified of an uncertain future. And all of this for a mere €3.99 per bottle!

 

Rotkäppchen is now Germany’s No. 1 Sekt brand, selling 66m bottles a year. 50% of the sales are accounted for by the halbtrocken variant which says a lot for where it has found its customers: the middle-of-the-road female pillars of German society (of which there are many!) with a sweet tooth and the yearning to play the mysterious lady in the red dress if only in their dreams.

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Well, despite a Prosecco surge that must have started not long after I wrote this, and rather more pink fizz around, very little has changed. The prices are still pretty good:

Henkell Trocken 2006 €4.99, 2024 €5.49

Rotkäppchen 2006 €3.99, 2024 €4.99

Aldi’s Riesling Sekt 2006 €3.49, 2024 €4.69

Aldi’s standard Sekt 2006 €2.49, 2024 €2.69 - Aldi also have a Secco Vino frizzante for €1.99 

And Rotkäppchen is still leading, having also branched into non-sparkling wine and the very popular alcohol-free sector.

Perhaps the “harmless” image was a deliberate ploy all along to pave the way for the sober-curious or whatever they’re calling themselves these days.

Hic!


Friday 22 March 2024

A drink in the Black Forest

 


I first travelled to the Black Forest around the time of this musical masterpiece (or at least, the Herb Alpert version). My parents bought me a little plastic cuckoo-clock-style house, which you could peer into and click a button for changing colourful landscapes - dark pine forests, snow and sky, sweeping lush pastures with perfectly positioned cows.

I didn’t return for more than two decades, which is when I most likely first encountered the wonderful Pils from Rothaus brewery - Tannenzäpfle. The pine-cone beer. The beer has been around longer than I have, and originally featured an illustration of a the typical Schwarzwaldmädel beloved in the wholesome Heimat films from the 1950s. These were a kind of escape into a world that never really was, an attempt to console the German population and blot out some of the stains of Nazism from the national psyche:


The label was redesigned in 1972, with a graphic version of the young lady - nicknamed “Biergit Kraft” by brand fans. I recall that this characteristic bottle was the beer available at the primary school’s “garden” at our local Hof und Gassenfest, along with Baden wines and Schwarzwald sausages, further imprinting the idyllic imagery in my mind. It’s a brand that’s a long way from edgy, gritty, urban pubs or laddish humour. In the past, sponsorships and a bit of outdoor aside, Tannenzäpfle hasn’t been a huge advertiser. But who needs to be, with a label like that?


But that’s all changed. The first big brand campaign for Tannenzäpfle has been developed by Kreuzbergkind (you can’t get less Schwarzwald, or more Berlin than that agency’s name!)

It’s all based around the idea of “Always calm.”



It’s a nice campaign - I like the calm pace, the slowing down, the serenity.

But I wonder: is it a little bit too goody-goody? Substitute other methods of crafting, and it could be for mineral water, or outdoor clothing or something like Bionade. It’s missing the quirkiness of “Biergit Kraft” and her pine cones. 

Pass me a another slice of Schwarzwälderkirschtorte while I consider.

Friday 8 March 2024

Just neat

 


One reason that so much advertising looks identikit these days is the obsession with representation and “people who look like me.” I’ve discussed this in relation to static images already here and here. With film, taken to its logical and literal extreme, the result is invariably one of those generic creations that resemble what we used to call a mood film. No story, just a series of vignettes showing different people all using the brand. 

But with a distinct move back to more entertaining and humorous advertising, it’s time to look behind that mirror. After all, Alice found some pretty weird, neat and entertaining stuff there. And Just Eat have done just that with a delightful series of short films. Close your eyes and listen - you can probably identify with the conversation in at least one of these films. 



Maybe the voices even “sound like you” - or someone you know. Now, open your eyes - someone who “looks like you”? Unlikely, unless you get your kicks dressing up in a furry bunny costume at weekends.

These Wes Anderson-style puppets are the latest in a run of pretty impressive advertising from Just Eat. I am unfamiliar with the brand as I don’t live in the UK, but I know a good thing when I see it as far as creative goes.

Animals and brand mascots have always been a useful trick in the ad magician’s box. 

Cute cats and dogs behaving (almost) naturally - either for “natural fit” brands (real life, like Arthur the white cat, or cartoon like "Cats like Felix like Felix”) or for brands where the association is built (the Dulux dog, the Andrex puppy).

Anthropomorphised animals of all sorts - again, either real or animated/puppets - the Cresta and Hofmeister bears, the Duracell and Caramel bunnies, the CompareTheMeercat bunch, the PG Tips chimps, Tony the Tiger from Frosties ...

Or the vaguely humanoid product mascots - Bertie Bassett, the Michelin Man, Mr. Peanut - although these may be more vulnerable to changing times, as M&Ms have demonstrated.

Given the popularity of cat, dog, wombat, capybara, llama, guinea pig and marmot films on social media it’s a wonder that casting a few furry friends instead of casting around to find someone that “looks like me” hasn’t been revived earlier. 

Friday 1 March 2024

RETROWURST: Ten years in Germany March 2006

 


My latest delve around the Extrawurst archives has made me feel uncharacteristically glum. For this month’s Retrowurst was a personal reflection on how life in Germany had changed in the ten years since my touchdown one chilly March morning at Frankfurt airport, in 1996.

Partly because optimism was my default setting in 2006 and partly because those days really were more hopeful than the current grim era, this article makes me yearn for those days gone by. I characterised the changes I observed as Germany moving from its rigid, rulebound, stuffy character to something more flexible, changeable and fluid. 

Shops were opening up on Saturday afternoons and evenings! 

Women were on the up, even mums in the workplace, with Angela Merkel and the “extraordinary” Ursula von der Leyen in charge! 

A vibrant, southeast-Europe-influenced youth culture, galaxies away from the 80s USA-influenced dull rockstar stuff was thriving!

And that’s not all!

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Around about now – I can’t remember the exact date as I’m not yet that German – is the tenth anniversary of my arrival in Germany. Seeing that there seems to be an overkill of anniversary-celebrating in advertising here these days (this is the “can’t-think-of-a-better-idea-so-let’s-use-our-31st-anniversary-and-some-funny-nostalgia-footage-from-the-70s” school of advertising) I thought I’d join in, be a little self-indulgent and let you know what I see as the biggest change factors in Germany since I’ve been living here.

 

Overall, I suppose it can be summed-up that the Germans are being dragged kicking and screaming away from their rigidity, their rules and their solidity to a more flexible, changeable, fluid way of living. Of course, the rules and rigidity are still there (someone from the local Ordnungsamt could apparently come around at any time and ask us to dig up our laurel hedge because it’s not a plant local to Germany – just let them try that and I’ll give them what-for about flora racism!) but there have been some encouraging signs that things are becoming a little less stiff and stuffy.

 

From my own point of few, one of the biggest changes that symbolise this relaxation in attitude is the change in opening times for shops. When I first came here, everything shut on Saturday at 1 o’clock except for one Saturday in the month when shops shut at 4 o’clock. To be honest, I could never be bothered remembering which Saturday it was and always braved the crowds of formidable Hausfrauen in a sleepy haze every Saturday morning. The only places where there was an exception to this rule were petrol stations, where one could buy emergency items – I remember being viewed with complete disdain as I bought a packet of rice at five-thirty on a Saturday afternoon – or the kiosks where one can buy beer, cigarettes, newspapers and rather nasty wine. Needless to say, these have a rather dubious clientele, and you wouldn’t want to be spotted by your boss buying a couple of bottles of beer from one: it would send out all the wrong signals! 

 

Weekday evenings were also not much better, with most shops closing at six, so you’d often have to rush out of work shortly before six, brave the queues, then dash back in to do another hour or two. Gradually, though things have changed. It’s now perfectly possible to buy food and drink until 8 in the evening without being made to feel like a social inadequate and although Sunday opening still seems a long way off, life is a lot less stressed.

 

Maybe now that they’ve been released from queuing at the Tengelmann checkouts on Saturday mornings and have more time to do something useful and interesting could be one reason that women are (at last!) on the “up” in Germany. I can always remember how completely amazed I was when I arrived here of the conservative, chauvinistic attitude of traditional Germany towards women. I think that, from the outside, one imagines that Germany is a typical modern “Northern European” country, maybe a bit like the Scandinavian countries, in terms of its attitude to women. But my own experiences and those of friends continually proved this otherwise. Young women in Germany are perhaps lulled into a false sense of security: opportunities really are equal in terms of higher education where as many young women are at university as young men. In fact, the men are a little bit “behind” at this stage as the National or Social Service (one year to eighteen months at age 19) is only compulsory for men. And opportunities on the lower rungs of the career ladder seem to be quite fairly spread, too. But it is once women have children that the problems start.

 

It is an alarming statistic that only half of women born in Germany in 1960 with a higher academic qualification have children. Children are still viewed as a career-killer for women: companies simply do not offer opportunities for senior women executives to combine family and career, childcare is inadequate and the school-system is still based on half-days where the children from 6-19 finish at noon without lunch.

 

However, with Angela Merkel in power, together with her Minister for Family, Seniors, Women and Youth, the extraordinary Ursula von der Leyen (a doctor, very photogenic, seven children!), the groundswell of opinion seems to be changing. Injustice in the workplace is becoming a topic of public debate and there seem to be real efforts to drag Germany out of the 1950s (and before) in terms of attitudes to and provision for working mothers.

 

Talking of Angela Merkel brings me on to the next point. Not only is Angie female, but she is also from the former DDR which is a bit of a double whammy. When I first arrived here, the “East” were still very much the poor relatives and somewhat resented. Former West Germans grumbled about the amount of money they were shelling out to the East in taxes and the former East Germans – “Ossies” – were regarded very much as figures of fun: somewhat naïve characters with dreadful fashion sense left over from the 1980s and music taste to match. A few years later, around the early noughties, there was an acceptance that the “Ossies” were here to stay and wave of Ostalgie or “Eastalgia” swept the country with T-shirts sporting logos of former DDR brands, the revival of many “cult” brands and websites devoted to the whole era. Cities such as Dresden and Leipzig were actively pushed not just as tourist destinations but also as potential hosts for forthcoming events.

 

These days, however, the difference, such as it was, is hardly noticed. The roads in former East Germany are every bit as good as those in the West (thanks to all those taxes, presumably) and in events like the national song contest (a bit of homage to Eurovision) it’s hard to say whether the Neu or Altbundesländer are more innovative and cutting edge when it comes to music and fashion.

 

On the subject of fashion – not that I’m an expert on youth culture anywhere at my age – it does certainly seem that the influence of the US on young people here has waned. While certain US-originated styles do seem to have an influence, the youth here take those styles and customise them locally. One good example is Hip-Hop which is more often heard here in the German language on the radio than in the original. Interestingly, it seems to be Southeast Europe that has an increasing influence on German youth culture. With large immigrant populations from former Yugoslavia, Romania, Albania and of course Turkey, German middle-class youth has real life “ghettoes and gangsters” in the neighbourhood with plenty of language and dress codes with which to shock traditional parents.

 

While the kids are getting nicely integrated into Southeast European ways, the rest of the population seems largely happy with closer ties within Europe as a whole. While there was plenty of grumbling about the Euro and how everything had been marked up (ooh, it’s just the same in Euros as in Marks – no pun intended) for the first couple of years, one has the feeling now that people are beginning to see the benefits. It certainly seems to have eased traveling within other Euro countries for many people: driving through Europe these days you hardly notice the borders and you often find yourself asking what country you’re in!

 

The common currency and a few common “enemies” – not least the war-mongering politicians of certain nations - do seem to have united the people of Germany closer with their immediate neighbours. There is a definite feeling of Camaraderie or I suppose I should say Bruderschaft around, especially in places like the Ryan Air airports. The cheap air travel has also contributed to this Eurocentricity, and popping off to Jerez, Montpelier or Milan for the weekend has become as affordable as taking the family to the nasty theme park half an hour down the road. 

 

These are just some of the signs I’ve seen over the last ten years of Germany losing its stuffiness and rigidity. I’m sure there are many others and I’ll keep my eyes and ears open too over the next ten years.

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Well, 18 years on, I am German. The shops are still firmly shut on Sundays and Segmüller still runs dire 131st anniversary radio ads. Some things carried on getting better, such as the lot of working mums, but sadly, too late for me. 

National Service has been abolished, but how long before it’s revived in the current war-ridden mess?

What’s of concern is that some things seem to be going backwards - or rather towards a new and different form of stiffness, rigidity and lack of openness. One rule book has been torn up, but there’s a weird new one in place, written by fear. The former East German states are strongholds for the AfD and other extremists of various shades.

And a thousand and one articles about Germany - The Sick Man of Europe. The less I say about Ursula von der Leyen, the better.

Maybe the answer is to dig out my 2006-tinted glasses and philosophise that perhaps a step or two backwards is inevitably the way forward.

 


Monday 26 February 2024

Can ostriches fly?


 

Next time I’m asked which is my favourite brand, I’ll be tempted to name Engelbert Strauss. I listened in to the OMR Podcast last week, where magaing director Henning Strauss was the guest. Now, the first thing that hit me in the face about this brand is how extraordinary its success has been. 

From the early 2000s to now, sales have multiplied tenfold, from ca. €100m to ca. €1bn. The company has grown from 100 co-workers to around 1,600 today. That would be impressive enough for some Berlin tech start-up. But for a family firm based in Biebergemünd, deepest Hessen, who started off selling brushes and brooms?

A lot is down to the business model, which was the right one at the right time. How much is by design and how much chance and smart choices in the circumstances is hard to say. The fact is that the huge bulk of sales come from Engelbert Strauss’s own online channel. Throughout the company’s history, from the brooms and brushes on, it’s been direct selling, with no wholesalers involved. We call it D2B and D2C these days, and it’s done online rather than mail order or knocking on doors, but the principle hasn’t changed.

A catalogue as the main communication medium? A firm HQ in the middle of nowhere, that few have heard of? I can think of plenty of parallels with IKEA. Could Biebergemünd set up town-twinning with Älmhult? When I worked with IKEA, the spirit of Ingvar Kamprad was ever-present. It was a matter of pride that Ingvar always trusted his instincts rather than doing things by the “Best Practice in Management” book. And there’s a lot of following instinct at Engelbert Strauss, too. Henning Strauss’s period of study in LA had a huge emphasis on the decision to expand into the US. But more on that later.

So many companies bang on about their “Authentic Culture” these days, but family and roots you can’t fake. Ask IKEA, ask Engelbert Strauss. The family have always rolled their sleeves up and got stuck in with the daily business. Henning Strauss referred to the Biebergemünd HQ as their “extended living room” and the logo as “the family coat of arms.” And this democratic culture, like that of IKEA, can be summed up by the idea of a local hero who’s open to the world. When the company calls its customers, they can see the 0 60 50 Biebergemünd dialling code. It’s a Somewhere brand that is at home Anywhere

Business model, culture - the other Engelbert Strauss success factor is a biggie. Customers - relationship and psychology. The brand’s core customers are crafts- and trades- people. And what is clear about everything that Engelbert Strauss does is that it’s done with understanding of and respect for people who do, build, make, repair, maintain. Not just that, but elevating and celebrating Handwerk as something noble and praiseworthy. This all starts with the attention to detail that goes into product design - a typical pair of work trousers from Engelbert Strauss is made from 200 individual components. And that respect goes right through to the marketing. Partnerships and sponsorships are deliberately chosen not just for reach, but to reflect the core customer group interests - football, handball, egaming and heavy metal in the form of Metallica. 

Engelbert Strauss is not just a workwear brand today. It’s a lifestyle brand, worn by off-duty doctors, dog walkers and kindergarten kids. And freelance strategic planners (see above). The brand has ticked the Mark Ritson boxes to get where it’s got. Distinctiveness: name of founder with “quirky” potential outside DE, red & white ostrich logo. Full marks. And Relative Differentiation - not the only workwear brand, but certainly the “quality German engineering” one. 

These are internally-driven factors that have powered the success of Engelbert Strauss. There are broader human societal trends that have put a bit of turbo behind that. One is the recognition of and yearning for Real Work, which became clear to all in the pandemic. Without essential workers, everything ground to a halt. The people who can’t work from home, the people who work with hand and heart as well as head were our heroes. And so should they be.

AI can take over much of office work, generating content, speeding up mundane tasks. But can an AI-powered robot replicate the intrictate brain-hand coordination of an aircraft mechanic? No way. And learning a craft or trade is becoming more aspirational. Maybe it’s because the generation who grew up on Super Mario and Bob the Builder are now finding their way in the world of work. Young people are questioning whether an apprenticeship may be a more useful start in life than studying for years, running up a huge debt with no guarantee of a good job at the end of it. 

For those of us still stuck behind a desk, the more time we spend in the digital world, the more we yearn to get stuck into the physical world with our hands. Make, create, build - do something positive that won’t be lost in the cloud of ephemera. And pulling on a pair of Engelbert Strauss trousers has a psychological effect. You immediately feel more practical, more competent, more of a capable pair of hands. 

The final trend is the changing meaning of masculinity. While Engelbert Strauss is for everyone, its core is the adult male worker. And here, maybe the brand represents a positive, timely antidote to macho-macho and toxic masculinity. Constructiveness, grit, competence, ingenuity, down-to-earthness, honesty and yes-we-can-ness. These are all values that sit comfortably with Engelbert Strauss. 

The latest news from Engelbert Strauss is the US expansion. There are a few challenges with the market, just as there were for IKEA. Two huge competitors in the form of Dickies and Carhartt. The potential confusion with another famous Strauss who pioneered workwear in the USA in the 19th century. And, what the heck has that ostrich got to do with workwear anyway?

Ah, back to the ostrich. It’s obvious that Engelbert Strauss are not hiding any heads in sand. But can ostriches fly? Henning Strauss made it clear in the podcast that he’s not looking to be snapped up by an investor, and expansion is being kept within limits.

Maybe the question is more whether the ostrich wants to fly. Back to the topic of relative differentiation, being flightless means that the ostrich is the heaviest and largest bird on earth. And the fastest on land, with an impressive running speed of 70 km/h. Running, I understand, is far more energy-efficient than flying.

The ostrich’s wings aren’t used to fly. But they do have a role in balance, for courtship displays and for shade. It’s all about adaptation - something Engelbert Strauss are masters at. By design or intuition, head, hand or heart - who knows? But it works.

Engelbert Strauss LA Store exterior


Monday 12 February 2024

Mixed up, muddled up, shook up world

 


I had a lucky childhood.

I grew up believing I could do anything or be anything I wanted. If I set my mind to it hard enough.

At the age of 3 or so (above) I was convinced I was a dog.

I wasn’t at all concerned about whether I was a male dog or a female dog - it seemed irrelevant. I didn’t have any dolls - just a pack of furry toys. Many of them were dogs.

My hair was cut short and I tended to wear my brother’s hand-me-downs. It was a question of practicality. I did have a blue party dress with a sticking-out skirt, which I hated wearing. Not because it was a dress, but because it was itchy.

The boys’ clothes continued into my teens. I grew my hair a bit longer in the 70s, but so did my brother and most of the boys I knew. I do remember us getting muddled up by an elderly relative, who’d thought “the boy was the older one.” He was in purple cords, I was in a Ben Sherman shirt and jeans. We thought it was funny, a bit subversive. 

If you look at photos of groups of young people in the late 60s, 70s and 80s, the boys and girls look pretty similar. From Woodstock to the New Romantics. I dug out what I think must be a book to accompany an exhibition, entitled 14:24 British Youth Culture. It was published in 1986.

You can see the effect in these photos of punks and skinheads by Nick Knight.



But something started happening just after my son was born, in 2000. When he was small, our house was a sea of yellow, blue and red plastic. I bought his clothes from flea markets.

But I did start noticing that the brand new toddlers’ clothes in H&M were sectioned off  into “boys” and “girls”. For  “Mummy’s little man” and “Daddy’s princess."

And Lego had started producing rather “girly” toys.

And our neighbours/fellow primary school parents would have parties where men and women sat in different rooms. Or even “women/men only” parties. This latter phenomenon I initially (rather snobbishly) put down to class or maybe educational level. Or possibly even an age thing, although this seemed unlikely as it didn’t seem to reflect any kind of progress.

And that “Women are from Venus, Men are from Mars” book started a whole industry of pop-gender-psychology. Excerpts from 1950s publications coursed around the internet, demonstrating how dreadful life was for women in the 20th century. I found these somewhat suspect - my mum had two degrees and was better academically qualified than my dad.

Ten years ago, we had the whole full-blown pink glitter pony stuff spilling from the kindergarten into adult life.  

And then came the whole #MeToo thing, the victim/oppression/patriarchy stuff and the omnipresent adjective “toxic.” 

I wondered why on earth I’d want to join a “women only” group from my college, that I’d deliberately chosen because it was mixed. And whether segregation really is progress. 

This data, published recently in the Financial Times, didn’t really surprise me.


But some of the extreme reactions I saw on LinkedIn certainly did. A lot of screeching about how this is evidence that all young men are unredeemable sexist and racist bastards.

Still, I can look forward with optimism. I hear there’s a brilliant new invention called “gender-neutral clothing” for children.

Whatever will they think of next?