Word on the Street

Our article about the student demos published on brand-e.biz: By Samantha Shellie.*In the aftermath of UK Parliament voting in favour of raising student tuition fees, Topshop’s Oxford Street shop windows were smashed and graffiti sprayed on the store. Earlier that day, bank branches were also targeted and spattered with paint.

It would be easy to believe that a new anti-brand sentiment is on the rise, but after going out onto the streets to talk to student protesters during last Thursday’s demo, it’s clear the story is more nuanced.

Let me set the scene…

It was simple to find the action – I just followed the sounds of the helicopters. The atmosphere was electric. Thousands of students were waving ‘Coalition Resistance’ banners. Children Of The Revolution was blaring from a huge sound blaster as students bopped, cheered and shouted their way to Westminster.

I started talking to the students…

Some sixth formers quickly raised the topic of corporate tax avoidance. “It makes me so angry, they owe billions of pounds,” one said.

However, it became clear that student anger was directed far more at the government than at corporates – and uncertain whether that anger would affect brand perceptions.

“The government basically just gives money back to these companies and now they’re like ‘we can’t pay for your education’.”

“They spent £18 million on the World Cup bid and now they can’t pay for our education.”

There was implicit disagreement with ‘Big Society’ thinking

“It shouldn’t be their [the brand’s] responsibility in the first place, it should be the government’s.”

One student was concerned about suggestions of involving corporations in educational funding and feared business might start to hold too much influence over young impressionable people, discouraging critical thought and leading to a bias in favour of commercialization.

So, is there a rising movement against brands?

It seems students are more likely to see failings in politicians appearing to rely too much on business rather than scapegoating commerce per se.

This may change – an anti-commercial movement may rise – or pragmatism and apathy may take over. It’s worth saying though that right now, when so many organisations are looking to get involved in the arts and in good causes, and government is inviting commercial participation in society, education is very sensitive ground for brands to tread.

*Samantha Shellie is a researcher at Thinktank International Research