Banks, brands and all sorts of companies are rushing to align themselves with fashionable political causes, but we should ask hard questions about what this incessant and aggressive virtue-signalling is designed to hide

Twenty years ago there was a famous marketing campaign featuring a jolly banker named “Howard” dancing and singing about the allegedly great advantages of being with the Halifax building society. Last month the Halifax hit the news for a less happy marketing gimmick. Customers were no longer being invited to answer the question, “Who gives you extra?” Nor was there any other question or invitation. Just an assertion, “Pronouns matter”, followed by the hashtag “It’s a people thing”. Below was a photograph of a name badge of a Halifax staff member called “Gemma” with pronouns listed below. In this case “She/ her/ hers”.