*that* M&S email…

The 1950s called, they want their adverts back…

This email just blew up the Wild chat, someone got it about 20 minutes ago and since then we’ve all donned our pinnies, got to the shops and got our husbands ready for spring. God forbid he catches a chill!

One member highlighted the main issue with this… the infantilism of men. This rhetoric is entirely unhelpful in any progress that we’re trying to make with gender roles and stereotypes. ESPECIALLY after a pandemic that’s wiped out 25 years of increasing gender equality as Anita Bhatia, UN Women Deputy Executive Director explained in an interview recently. Anita also said we’re at “real risk of reverting back to 1950s gender stereotypes”. Well yeah, looks like it!!

Now you might think “oh it’s just an advert, a simple email” but this is a reflection of consumer behaviour (due to the pandemic and the aforementioned changes in gender roles) and it’s reaffirming those stereotypes we’ve been trying to step away from.

Also, no shade on those who enjoy buying for their partners (I do!) but it’s the copy writing and the fact that I can probably guarantee no man was sent an email that told him to ‘get her ready for spring’ that is the issue. FFS, wheeennn will the narrative change to encourage men to take responsibility in all areas of life 🙃

M&S, babes, I love you but you can do better than this.