Will the left focus on what money can't buy, or on what money shouldn't buy?

Alex Hern speaks to Michael Sandel about morality in politics and the markets.

Once acquired, stereotypes can be hard to overturn, and it's hard to think of a more enduring stereotype of the British political divide than a hard-headed Conservative making "difficult decisions" which the left decry as immoral. Those of us on the left, we are told over and over, must fight the stereotype by pushing for policy which is efficient on its own terms, and not just "moral". So the argument against forced unpaid work cannot just ride on the obvious truth that that is an unpalatable policy for 21st (or 18th) century Britain; it must also address whether such work succeeds in getting people jobs.

But, argues Michael Sandel, Bass Professor of Government at Harvard University and author of What Money Can't Buy: the Moral Limits of Markets, the can pendulum swing too far the other way. "I think that left-wing politics is diminished and impoverished when it tries to limit itself to efficiency arguments alone," he tells me when we sequester ourselves inside the New Statesman's offices on a sunny bank holiday Monday. "The result is a managerial, technocratic kind of public discourse that ultimately fails to inspire."

Sandel knows about inspiring people. What Money Can't Buy has made a splash in the British political scene since its publication: After the Guardian said it should be "the bedside companion of every Miliband aide", the Labour leader himself pronounced it "a powerful argument for change", and invited the philosopher to speak at the party conference last autumn.

The strength of its message comes from linking arguments about what money can't buy – the ones the left grudgingly feels it ought to make – with arguments about what money shouldn't buy. One of the book's case-studies is of some Israeli nurseries which introduced cash penalties for late pick-ups; counter-intuitively, the number of tardy parents actually increased as a result. But even if it hadn't, it would still have turned late pick-ups from something parents felt guilty about to something they could treat as a service they bought.

"So there are these two separate, overlapping arguments," Sandel explains. "One is that the the cash incentives may backfire as a practical matter; the other is, even if they don't backfire in terms of producing less of the behaviour being sought, they may crowd out attitudes and norms, non-market values, worth caring about."

Sandel blames this crowding out on the tendency in social sciences, all across the spectrum, to seize on things that can be weighed and measured, to the exclusion of other areas on import. "When economics was invented by Adam Smith, he conceived it, rightly I think, as a branch of moral and political philosophy. In the 20th Century economics and the social sciences tried to establish themselves as autonomous disciplines, as value-neutral sciences, and I think much has been lost as a result."

"One of the ways I've tried to challenge economistic ways of thinking about social life is to show how, even within efficiency terms, ignoring norms ignores something important."

But doesn't bringing morality into the debate risk being seen as a capitulation? After all, we've spent so long fighting political battles on the basis of narrow claims of efficiency that to abandon them now might be seen as an admission of defeat.

"I disagree," Sandel says when I put it to him. "I think one of the reasons that there is such wide-spread frustration with the existing terms of public discourse, and with the alternatives on offer from the major parties, in democracies around the world, is that there's too much focus on managerial and technocratic concerns, and too little vision."

The left has seized on that message, but there's another nut for Sandel to crack before he can claim victory. "Some strands of Conservative political thought want to bring ethical questions to bear on politics. And so I was hoping to connect with that strand as well." Has he? "I think it remains to be seen."

A woman gives blood in Germany. Research has found that paying for blood can lower the amount offered. Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Harmful gender stereotypes in ads have real impact – so we're challenging them

The ASA must make sure future generations don't recoil at our commercials.

July’s been quite the month for gender in the news. From Jodie Whittaker’s casting in Doctor Who, to trains “so simple even women can drive them”, to how much the Beeb pays its female talent, gender issues have dominated. 

You might think it was an appropriate time for the Advertising Standards Authority (ASA) to launch our own contribution to the debate, Depictions, Perceptions and Harm: a report on gender stereotypes in advertising, the result of more than a year’s careful scrutiny of the evidence base.

Our report makes the case that, while most ads (and the businesses behind them) are getting it right when it comes to avoiding damaging gender stereotypes, the evidence suggests that some could do with reigning it in a little. Specifically, it argues that some ads can contribute to real world harms in the way they portray gender roles and characteristics.

We’re not talking here about ads that show a woman doing the cleaning or a man the DIY. It would be most odd if advertisers couldn’t depict a woman doing the family shop or a man mowing the lawn. Ads cannot be divorced from reality.

What we’re talking about is ads that go significantly further by, for example, suggesting through their content and context that it’s a mum’s sole duty to tidy up after her family, who’ve just trashed the house. Or that an activity or career is inappropriate for a girl because it’s the preserve of men. Or that boys are not “proper” boys if they’re not strong and stoical. Or that men are hopeless at simple parental or household tasks because they’re, well...men.

Advertising is only a small contributor to gender stereotyping, but a contributor it is. And there’s ever greater recognition of the harms that can result from gender stereotyping. Put simply, gender stereotypes can lead us to have a narrower sense of ourselves – how we can behave, who we can be, the opportunities we can take, the decisions we can make. And they can lead other people to have a narrower sense of us too. 

That can affect individuals, whatever their gender. It can affect the economy: we have a shortage of engineers in this country, in part, says the UK’s National Academy of Engineering, because many women don’t see it as a career for them. And it can affect our society as a whole.

Many businesses get this already. A few weeks ago, UN Women and Unilever announced the global launch of Unstereotype Alliance, with some of the world’s biggest companies, including Proctor & Gamble, Mars, Diageo, Facebook and Google signing up. Advertising agencies like JWT and UM have very recently published their own research, further shining the spotlight on gender stereotyping in advertising. 

At the ASA, we see our UK work as a complement to an increasingly global response to the issue. And we’re doing it with broad support from the UK advertising industry: the Committees of Advertising Practice (CAP) – the industry bodies which author the UK Advertising Codes that we administer – have been very closely involved in our work and will now flesh out the standards we need to help advertisers stay on the right side of the line.

Needless to say, our report has attracted a fair amount of comment. And commentators have made some interesting and important arguments. Take my “ads cannot be divorced from reality” point above. Clearly we – the UK advertising regulator - must take into account the way things are, but what should we do if, for example, an ad is reflecting a part of society as it is now, but that part is not fair and equal? 

The ad might simply be mirroring the way things are, but at a time when many people in our society, including through public policy and equality laws, are trying to mould it into something different. If we reign in the more extreme examples, are we being social engineers? Or are we simply taking a small step in redressing the imbalance in a society where the drip, drip, drip of gender stereotyping over many years has, itself, been social engineering. And social engineering which, ironically, has left us with too few engineers.

Read more: Why new rules on gender stereotyping in ads benefit men, too

The report gave news outlets a chance to run plenty of well-known ads from yesteryear. Fairy Liquid, Shake 'n' Vac and some real “even a woman can open it”-type horrors from decades ago. For some, that was an opportunity to make the point that ads really were sexist back then, but everything’s fine on the gender stereotyping front today. That argument shows a real lack of imagination. 

History has not stopped. If we’re looking back at ads of 50 years ago and marvelling at how we thought they were OK back then, despite knowing they were products of their time, won’t our children and grandchildren be doing exactly the same thing in 50 years’ time? What “norms” now will seem antiquated and unpleasant in the future? We think the evidence points to some portrayals of gender roles and characteristics being precisely such norms, excused by some today on the basis that that’s just the way it is.

Our report signals that change is coming. CAP will now work on the standards so we can pin down the rules and official guidance. We don’t want to catch advertisers out, so we and CAP will work hard to provide as much advice and training as we can, so they can get their ads right in the first place. And from next year, we at the ASA will make sure those standards are followed, taking care that our regulation is balanced and wholly respectful of the public’s desire to continue to see creative ads that are relevant, entertaining and informative. 

You won’t see a sea-change in the ads that appear, but we hope to smooth some of the rougher edges. This is a small but important step in making sure modern society is better represented in ads.

Guy Parker is CEO of the ASA