Feminism and Irresponsible Marketing: The Problem with Solasta Finance

You might have seen some posts from a company called Solasta Finance floating about recently, or maybe you’ve seen some posts about them. I certainly posted a fair few comments on Twitter.

On the surface, Solasta Finance is a Scottish Finance company that is marketing a “Women’s Initiative” – a competitive internship for women in a bid to increase the number of women working in high positions in the business world. So far, everything is sounding great, right? A company that is stating loudly and proudly that they want more women in the workforce.

screen-shot-2017-02-23-at-16-01-55

Unfortunately, the way this Initiative was marketed was something I like to call bullshit feminism. Almost every post revolved around competing and comparing against men, instead of focusing on how incredible women are, and that wasn’t the worst of it.

What really flared up my anger were their posts that told women to “stop moaning about sexism on Twitter and get on with your career” and, even worse, “stop banging on about the pay gap“. They also claimed that “the glass ceiling only exists if you put it there“, and that to achieve “equal opportunities” women have to “act like a man“.

screen-shot-2017-02-23-at-16-02-17screen-shot-2017-02-23-at-16-02-42screen-shot-2017-02-23-at-16-03-06

Like I said before, it’s bullshit feminism. It claims to empower women but what it’s actually doing is blaming them for circumstances that they have been forced into, suggests that they are allowing themselves to be victims of society, and essentially tells them that it is their fault equality doesn’t exist. It implies that women who do campaign against the pay gap or fight for equal opportunities in the workplace are weak, and that they’re simply not dedicated to building their career. So, like I said, it’s bullshit.

screen-shot-2017-02-23-at-16-01-42

 

I decided to write this post because one of the tweets I made about Solasta Finance and their marketing strategy got over 100 likes, and I feel like there are a few things I need to clear up.

Soon after I posted my tweets calling out Solasta Finance for their sexism and ignorance, I was informed that the whole thing – the website and all of the social media accounts – are actually a form of marketing for the upcoming BBC3 show Clique. The show will revolve around an “elite clique of alpha girls” at a university. I was also informed that it will star Louise Brealey, a self-proclaimed feminist.

solasta-finance-clique-bbc3-louise-brealey-feminism

Here’s my problem: it doesn’t matter that it’s not real, it’s still irresponsible.

At first, my friend and I were convinced that it was a fake account or some sort of parody, but not one part of any of the social accounts hinted toward it being marketing for a TV show, and that’s dangerous.

It’s dangerous because there are sexist people who believe what “Solasta Finance” are saying. They believe that women are creating their own problems. They believe that it is a woman’s problems, not society’s problem, to fix the issue of gender inequality. As a result, the Solasta Finance accounts are validating and perpetuating those views.

If the accounts were clearly created to be a parody then it wouldn’t be so bad, but it took people linking me to an article for me to realise that it wasn’t genuine, and I like to believe that I’m not stupid.

screen-shot-2017-02-23-at-16-05-44

This isn’t to say that when the show itself is aired, it will be anti-women. I’m sure, especially with someone like Louise Brealey, who I’m a fan of, involved, it will offer an insightful commentary on the world of women in business. However, the marketing for it does not.

I think that the people who linked me to articles and tweeted to let me know that it was only for a TV show were expecting me to back down, and I think they believed that it invalidated my opinions and statements because it wasn’t actually real. While I’m grateful to them for letting me know that it wasn’t a real account, I think my point still stands.

Ultimately, I know there are bigger problems in the world of feminism that the marketing for a TV show, and I understand the concept behind the marketing for Clique. It got me talking about it, didn’t it?

But still, it’s irresponsible. When Brexit happened, hate crime rose because the racists of England believed that their views had been validated and they were in the right. In the same way, the people who see this kind of rhetoric being spread and agree with it are going to feel that they too are in the right.

I will be tuning into Clique when it airs in the hopes that it doesn’t follow the same rhetoric as its marketing, and I hope that they follow through. Until then, what do you think of the choice to play into sexism and ignorance to market themselves?

LEIGH XO

 

15 Thoughts You Have When You Go To a New Gym Class

I’m not very fit. To be honest, I don’t think I’ll ever be very fit. I just can’t stop stuffing my face with pizza and Cadbury’s Nibbles and Thai Sweet Chilli Sensations and big, fat doughnuts, and I don’t want, to be honest. Would you want to stop eating these doughnuts?

fitness-classes-doughnuts-lifestyle-bloggers

But the point is, I’m trying. I try to go for runs, I will sometimes (rarely) order a healthier alternative. I’m no Joe Wicks when it comes to fitness, but I try, and one of my favourite ways to try is by going to fitness classes. In the past, I’ve tried Zumba, Body Pump, Yoga, The Jungle Body, Konga, and sometimes I like them, but sometimes (lookin’ at you, Body Pump), I do not and I’m left with these thoughts running through my head.

Continue reading

How To Be Single in 2017

how-to-be-single-2017-lifestyle-blogger

Let’s be honest – being single is a double-edged sword.

Sometimes, it’s the best thing in the world. You get to flirt with anyone you want, you don’t have anyone to check in with before making plans with friends, and there are no arguments about what to put on Netflix or who needs to shower first. There’s no obligation to actually share that share pack of Cadbury’s Nibbles* and when it’s time for bed, you can starfish like your life depends on it and there’s no one to commandeer the covers in the middle of the night. Being single is fantastic. 

But other times, it can feel like torture. You’re left to huddle up alone when all you want is a snuggle, and seeing other couples being cutesy on public transport makes you want to vomit into your stylish yet functional backpack. You imagine falling wildly in love with the bartender that made eye contact with you three whole times, but it turns out they were just looking at the clock on the wall behind you. Even though you have friends and family that love you, you’re lonely, and being single sucks. 

Continue reading

2017 and Me

As yet another year draws to close, the age-old question rolls around once more.

What are your New Year’s Resolutions?

Like a lot of people, I make resolutions every year. And like a lot of people, I promptly forget about them. By the time I remember that actually, I wasn’t supposed to be eating chocolate for the month of January, I’m eight segments into a Terry’s Chocolate Orange and feeling like a huge failure. And then I just give up, and finish the rest of the Chocolate Orange. Damn you, Terry.

This week, I thought a lot about whether I even wanted to make any resolutions. If my track record has proven time and again that I never manage to keep them up, why should I bother setting myself up for failure? I had all but committed to the idea of abandoning resolutions in 2017 when a new thought entered my head.

What if I’ve been making the wrong resolutions?

screen-shot-2017-01-16-at-14-55-08

Continue reading

Comparison (feat. Kermit the Frog)

The other day, as I was doing my thang and scrolling through Twitter, I came across a Kermit meme.

(Oh, Kermit. Don’t we all love him so much? He’s done so much for memes in the last couple of years. He and Joe Biden really are a match memed in Heaven.) 

When it comes to Kermit, it’s safe to say that he is a many memed frog – did I see a That’s None of My Business, Though meme? Or perhaps a Kermit Goes Hard on a Typewriter meme? No, it was none of those. It was everybody’s recent favourite: Evil Kermit.

Normally, an Evil Kermit meme will make me laugh a low, I Can Relate chuckle. I might even tag a friend before I scroll along to the next thing. But this Evil Kermit meme made me pause.

The meme in question is this one (courtesy of milkpopz on Twitter):

screen-shot-2016-12-08-at-14-04-40

Continue reading

2016: the Good, the Bad, and the Future

I’ve been reading a lot of 2016 roundup posts in the past couple of weeks, and most bloggers share the same sentiment that I’m about to share now: as a whole, 2016 has been kind of extremely shoddy, but on a more personal level, we’ve all experienced a bunch of really great stuff amongst the general crap of life.

For me, 2016 has been both phenomenal and heart-wrenching, sometimes at the same time. If this year was accompanied by a sort of best bits highlight reel, it would look something like this:

screen-shot-2017-01-16-at-14-59-27

Continue reading

7 Things Women Actually Do in the Shower

I’m assuming we’ve all watched a movie in the past ten-or-so years, so you’ll know exactly what I mean by the title of this blog post. Directors would love to have everyone believe that every time a woman takes a shower, she tilts her head back just so, letting the water run sensuously down her face while she clasps her hands behind her slender neck.

No shampooing, scrubbing, shaving or exfoliating ever actually occurs, she just stands there, surrounded by steamy glass and, at some point, a handsome fella with a lovely six-pack might step in and give her a cheeky hug.

Well, I hate to break it to ya, but none of that happens – ever. Here is what actually happens when a woman takes a shower:

screen-shot-2017-01-16-at-15-01-51

Continue reading