{"id":70102,"date":"2019-01-29T17:44:22","date_gmt":"2019-01-29T17:44:22","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/financial-services-copywriting\/"},"modified":"2025-03-07T17:14:24","modified_gmt":"2025-03-07T17:14:24","slug":"financial-services-copywriting","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/financial-services-copywriting\/","title":{"rendered":"Financial services copywriting: HSBC"},"content":{"rendered":"

HSBCs Together We Thrive: A conscious appraisal of unconscious bias<\/strong><\/h2>\n

In a recent episode of the ever-popular BBC drama Luther, the embattled inspector shares a powerful thought: \u201cAn assumption is something you don\u2019t know you\u2019re making\u201d. For many, this is an epiphany, driving right at the heart of unconscious bias and the problems it poses for our society. Why start a discussion on HSBC with a quote from Luther? Random? Well, consider this piece of financial services copywriting\u2026
\nLet\u2019s set it against the backdrop of views on HSBC\u2019s latest \u201cTogether We Thrive\u201d campaign, featuring five \u201cNot an Island\u201d press ads. The campaign takes a copy-based advertising route that urges Brits to take a more optimistic, outward-looking view. It gently prods at the inextricably international nature of contemporary Britishness, focusing on four English cities.
\nMany commentators have quickly taken sides. Some argue that the advertising is too politically oriented. Some suggest it\u2019s Brexit-biased. While others (incredibly, some might say) question its relevance to their business and banking products. For our part, their words prompt a different thought. Is their attempt at internationalism actually an advert for unconscious bias? In choosing how to describe these English cities, have they in fact scored a stunning own-goal?<\/p>\n

The purpose of the piece<\/strong><\/h3>\n
\"Financial
HSBC together we thrive example<\/figcaption><\/figure>\n

The intention of the campaign is to show the nuance and complexity of British identity, juxtaposing local icons of Britishness with their often-international origins. A cultural double-helix, if you like, of local history and international influence woven together.
\nThe take-away is simple\u2026 we\u2019re already international, so let\u2019s be inclusive and make the most of it (which works equally for Remain, Brexit and all the permutations). It\u2019s a winner, right?<\/p>\n

The own goal<\/strong><\/h3>\n

Well, not quite. In describing cities across England (Leeds, Manchester, Birmingham, London) they have demonstrated the unconscious bias of the writers \u2013 a brilliant and award-winning team from JWT who (according to the credits on the campaign) also appear to be a young 25-35-ish team of four white media creatives in London.
\nIs it therefore a surprise that a third of the cultural references included feature football, curry, pubs, 90s indie bands and lads\u2019 lingo? Is that all we have to denote and define these places? Are the lighthouses of our culture really the colours of football fan affiliations, beer-swilling and ruby murrays?
\nOf course not. But it\u2019s what this team has defaulted to as their means of communicating. In so doing, it demonstrates the perils of unconscious bias. In attempting to demonstrate nuance, complexity and diversity, the writers inadvertently tapped into biased stereotypes as cultural reference points. It\u2019s lazy, lacking in imagination and self-awareness.<\/p>\n

Words matter <\/strong><\/h3>\n

For us, the campaign is a brilliant example of just how much words matter \u2013 not just the words we choose and their meaning, but also the words we don\u2019t choose. The frames of reference we place in, on and around communications shape the debate and display what and how we think. Consciously or unconsciously.
\nNo doubt if the team turns their creative eyes west towards our Bristol office, cultural references to slavery, tobacco, rum-swilling pirates, Brunel and the not-so-glamorous Bristol City-Rovers blood feud would surely feature.\u00a0But is that what Bristol is? To Bristolians? Not at all.<\/p>\n

The right words can\u2026<\/strong><\/h2>\n

It\u2019s the words we choose, as well as the ones we don\u2019t, that shape the message.
\nWithin a frame of reference that WE have the power to influence, the right words can explicitly speak to internationalism and openness. But they can also implicitly be an expression of the cosmopolitan, international and diverse cultural reflection HSBC wants to provoke in us.
\nIn no way are JWT biased, or mis-representing things. If they had assembled a truly diverse team including men, women, young, old, local and international\u2026 these ads could have been a truer expression of the very idea they set out to communicate.<\/p>\n

For more on financial services copywriting:<\/h3>\n