Discrimination

A few 'features' from channel 7's today tonight show have been about people complaining about discrimination in our world.

One of the feature programs was about a coles biscuit called 'creole cream'. According to some academic Sam Watson, it's racist to 'people of mixed European and African or Afro-Caribbean heritage'. The man from the program (not sure if it was this guy) then proceeded to say products like 'redskins' and 'eskimo pies' are also racist and should be pulled off the shelves.

As I am of no European, African or Afro-Carribean descent, I realise that the term could be more offensive than I think it might be, but judging from the public reaction, 'people with a Creole background are generally happy to be associated with it these days regardless of the history', and a man interviewed said they didn't care about either despite being of such descent.

The man's claims, particularly about redskins left my brother and I stunned. I thought that if such a thing could be racist, will it be too far a step to label black pepper and white flour as discrimination as well?

It seems people who bothered commenting thought that the man had too much time on his hands and had nothing better to do. Personally, I think that if you try too hard to make things right, you might end up seeing problems where there are none.


The second 'story' was about fat people, and their struggle to find 'designer' clothing which fit them. Their main argument was something along the lines of :
'I work hard to earn my money, so I should be able to spend it on what I want to'

Yes, I think you should be able to spend it on what you want, but you can only spend it on SOMETHING WHICH EXISTS. If Louis Vuitton, or Gucci or whatever designer companies there are do not make a product which fits you, tough luck. They have their specific target demograhics, and obviously that cannot be everyone.

The people's claims that they are 'discriminating just to protect their "image"' is both ridiculous and true at the same time. Yes, they are trying to protect their image. Despite my limited knowledge of commerce and the business world, I'm pretty sure that's what every company tries to do. They spend millions of dollars trying to build up their 'brand' so that it means something, and those people who buy it are also buying that brand meaning.

In the most technical sense of the term, it is 'discriminating'. It is 'making a distinction in favor of or against, a person or thing based on the group, class, or category to which that person or thing belongs rather than on individual merit' (dictionary.com). But the question is, is it discrimination in the public, socially accepted sense? Are these companies simply picking on these people just because they feel like it?

I doubt that. More likely it was a rational decision which weighed up the benefits of broadening their market and introducing a whole new class of buyers to the brand against the drawbacks of diluting the brand's exclusivity and image, possibly leading to a disgruntlement and exodus of its core supporters. The world of business is cold, with decisions influenced more by profit margins than petty dislikes.

An example of this widening of the market was shown by Porsche a few years ago when it created the Porsche Cayenne, a large, luxury SUV. Where Porsches are generally light, low, agile, rear-engined 2(+2) seaters, the Cayenne was a 2 tonne +, was tall, ponderous, front engined 5 seater with space enough for 7 seats.

The controversy it caused was enormous. Critics said it was the most unPorschelike porsche they had ever seen, while die hard 'purists' believed it was damaging the brand. The result? The Cayenne is now one of the most popular porsches being bought. It had the brand name, and performance (to a point), while also having space, comfort and practicality.

The point is, these companies are not stupid. If, and only if, they believe the product will be a commercial success, they will make it. If they don't think so, then stop complaining like a 5 year old kid because they're not going to do what you want.

If the fashion brands are discriminating because they don't offer their clothes in greater sizes, then ferrari discriminates against the poor, women's clothing stores discriminate against men and you discriminate when you choose to buy one brand over another. Sounds ridiculous?

It is.