Halifax customers are closing their accounts en masse today after its social media team told them to leave if they don’t like their new pronoun badges for staff in what is being branded one of the biggest PR disasters in British business history.
One account holder told MailOnline they have already pulled out investments and savings worth £450,000 while many more said they are closing ISAs, cutting up credit cards or transferring balances to rivals after they accused the bank of ‘alienating’ them with ‘pathetic virtue signalling’.
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, and said the policy was to help avoid ‘accidental misgendering’.
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’. Another said: ‘I closed my credit card account today, after fifteen years of being a customer’, while one exiting customer who is now changing ISAs said: ‘If they politely said try to use the pronouns on the badge – I would have done my best’, but left because he perceived their threat meant ‘there would be hell to pay if I got it wrong’.
One customer from the Midlands said he has transferred £1,100 from his credit card to another company today, and said: ‘I’ve closed my account….sick to death of woke’.
Former Doctor Who scriptwriter Gareth Roberts, a Halifax customer since 1988, told the bank: ‘I’m a homosexual man. I’m appalled by your adoption of this homophobic, woman-hating claptrap, and by your attitude to customers making perfectly reasonable objections to it.’ Company director Anders Jersby ended his Halifax car insurance policy and said he would never deal with Halifax again thanks to ‘their antics with pronouns’.
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. 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. It’s so typical of debate these days: “If you don’t like it, off you go”. How is that inclusive? There are big questions about Halifax today and who came up with it’.
