Now is the time for middle-aged activism

When you’re a teenager you’re angry about everything, without necessarily knowing why. Steven Baxter suggests that it’s time for the grown-up teenagers to get properly angry – the kind of anger that comes with intimate knowledge of everything that’s gone

It's strange how life hands you chances to do things you never thought you'd do again, but there I was on Saturday, on the lower end of an 8ft helium balloon, marching through Manchester to protest about the state of the NHS. Before then, my previous protesting experience, as a punter rather than an observer, came back in the 1990s, before my young mind had even had the chance to be disappointed by New Labour, protesting Michael Howard's Criminal Justice Bill.

Back then, as a callow, long-haired teenager in that awkward space between A-levels and a City and Guilds, protesting seemed like the most natural thing in the world to do. The Government were taking away our Right to Rave, and we were Angry. Angry with a Capital A. We yelled, we chanted, we threw stuff (actually, I didn't; I left Hyde Park "before it all kicked off" to get home early for my dinner, but you know what I mean). We blew whistles. We read the Socialist Worker. We screamed and we bawled. We were young, and we thought it all meant something. Hell, maybe it did.

When you're a teenager you're pretty angry about everything. Politics is just one of the many thousands of things that seem utterly and irrevocably unfair; you gravitate towards it because you might as well find one more thing to complain about. Teenagers are built to rebel against nothing they can define because they simply must; at least, with political activism, it makes more sense, or seemed to at the time.

It might sound like I'm about to dismiss campaigning and protesting as something somehow callow or a phase you have to go through, but I'm not. In fact, I'm beginning to think quite the opposite. The teenagers are right to be angry. I don't know if they know they're right, or if they're just angry and happen to have stumbled on the right mood for our times, but I am more and more convinced of the righteousness of their cause.

The older I get, the more it's beginning to make sense again - the grumpiness, the anger, the disobedience. Maybe now is the time to get back involved, in a kind of middle-aged activism, the kind of anger that comes from knowing just what a miserable, lying professional foul the world is, and how much better it could be.

So there we were, marching through Manchester, a ragtag-and-bobtail collective of trade unionists, activists, protesters and - it irks to say this, but I'm very much afraid it is true - the Usual Suspects. Yes, SW were there. Yes, I got offered a paper. Yes, someone handed me a leaflet about The Death of Trotsky. Yes, there were calls for a General Strike, which will garner the well-meaning movement about as much public sympathy as a slap in the face. Yes yes yes, all of that, but wait: it's easy to dismiss this kind of stuff by looking at the clichés and thinking it represents a simplistic identikit of the aims and objectives of those who dare question the happy neoliberal consensus of austerity first, everything else later. But what if they're right? What if it is worth stopping the NHS from slipping into the meat-grinder? What if there is a better way than cutting everything, privatising everything and outsourcing everything?

It wasn't just us making a noise (thank you, PCS samba band) that chilly Saturday: there were others taking to the streets, for UKUncut to protest Starbucks' buffet tax options, against the Scientology shop in town, and so on. A lot of people are angry. A lot more, you might argue, ignored all the fuss, the noise, the banners and balloons; they carried on sipping their dishwater lattes and filling their heaving plastic bags with Christmas shopping gifts now, playing chicken with the overdraft limit later.

True enough, I suppose. There is apathy everywhere, and maybe only pockets of activism to try and stir the bewildered Christmas shoppers from their numb slumber of melting plastic and payday loan sharks. I don't know if the tide is turning, or if anything will change anytime soon due to getting out on the streets and making a noise about it.

But. oh, I don't know. When we come to look back on this time, when everything relatively decent that we managed to get from the postwar settlement was dismantled and chucked away, do I want to think I didn't do anything about it? Or can I, at least, say that I did something, that I stood up and I said, enough is enough?

Even if it is just a feeble attempt to save what can't be saved, I think you have to try. Probably the teenage me, who took part in that other protest all those decades ago, wouldn't understand, but I do: you have to try. Not because you think you'll win, but because you simply have to try. Because if you don't, the only person you can blame for the way your world turned out is yourself.

Get marching.

 

If you don't try, who will you blame for how the world works out? Photograph: Getty Images
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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