Article
Comment
Nationalism
5 min read

Geert Wilders: heir apparent to an anxious nation

The election of a populist has shocked The Netherlands. Wim Houtman unpacks the result and explores anxious attitudes among electors, particularly Christians.

Wim Houtman is a senior editor with Nederlands Dagblad, a Christian daily newspaper in the Netherlands.

A politician in a suit stands amid a scrum of reporters holding microphones
Geert Wilders is at the centre of media attention in The Netherlands.

Much has been made in recent years of the similarity in appearance - their hair dos especially - between Donald Trump, Boris Johnson and Geert Wilders. All three sport this striking blond head of hair, invariably cut in the same style - be it with loosely non-conformist locks or carefully eccentric waves. 

It’s their trademark, it sets them apart - instantly recognizable. And it sends a message: Here is a leader who stands out, who doesn’t care what is ‘normal’ or ‘accepted’ or what others may think; he knows what he wants, he knows what you want and he will go for it. 

Until a fortnight ago, Dutch politician Geert Wilders was the leader of a relatively minor party on the far right, with a strong anti-Islam, anti-immigration agenda. His populist Partij voor de Vrijheid (PVV, Party for Freedom) had been around since 2006, hovering between 6 and 16 per cent of the vote. But suddenly, on November 22nd, he scored a whopping 24 per cent, becoming the largest party with 37 seats in the Lower House of the Dutch parliament, way ahead of the runner-up, the left-wing alliance of social democrats and greens at 25 seats. 

In the Dutch electoral system, this automatically gives Geert Wilders the lead in forming a new government. And here the problem starts. 

Now he wants to cash in on his victory to finally and decisively put his stamp on the country’s policies. At 60 years old, it may well be his last chance. 

So far, his party has been a wallflower in the political arena. Other parties have found his standpoints too extreme to bring on board. Today, however, looks very different. As the leader of the largest political party, Geert Wilders seems destined to become Prime Minister - at least he himself claims so. It would seem like going against the will of the people to stand in his way. But still, most other parties are reluctant to work with him.  

In its leader comment the morning after, the Dutch Christian daily newspaper Nederlands Dagblad recalled what kind of party and what kind of leader the country had just elected to be its next PM: 

‘Geert Wilders, who for years on end has branded democratically elected colleagues traitors to their country and a fake parliament. Who called the rule of law ‘corrupted’, after he had been persecuted and fined for collective insult. Who for years on end has hatefully offended entire sections of the population, because of their faith (Muslims) or their origin (Moroccan, Eastern European etc). Who wants to abolish religious freedom, leave the European Union, do away with the euro, end the military support to Ukraine, post soldiers along the nation’s borders, ban headscarves, disband climate policy and energy transition. Who wants to revert the apologies the King made last July for the nation’s slavery record. And so on, and so on.’ 

In the run-up to these latest elections, Mr Wilders ran a brilliant campaign in which he presented himself in a more moderate way, and pledged if he won, to be ‘the Prime Minister of all Dutch people’ - leaving aside the question what a person needs to qualify for being ‘Dutch’. Now he wants to cash in on his victory to finally and decisively put his stamp on the country’s policies. At 60 years old, it may well be his last chance. 

But if he is to lead the next government, and be successful at it, he will need to go through no less than a ‘deradicalisation programme’, the Nederlands Dagblad commentator wrote: ‘That’s the kind of test you can pass, but also fail.’ 

From Dutch Christians, you might say, the response to the first election victory of a populist party came in stages. 

At first, many of them were shocked, dismayed, and anxious. Their faith prompted them to strive for a government that will reach out to the poor, respect minority rights, care for the environment and welcome refugees. They had always known that Mr Wilders and his party had totally opposite ideas. But they had never expected him to gain any real political influence. Now, it felt as if they had woken up in a different country. 

But once some of the dust had settled down, there came room for other considerations, too. Surely not all 2.4 million PVV voters could be classified as extremists. The size of its electorate puts it rather in the range of a mainstream conservative party. Many people had voted for Mr Wilders out of disillusionment with the established parties who had governed the country for decades - and rightly so. 

It is one thing to say we must welcome asylum seekers, but it is another when you can’t find a place to live, because there is a shortage of affordable housing and refugees seem to get priority. It is one thing to say the government is there to support people who need help, but it is another when you experience you’re immediately suspected of fraud when you apply for a benefit. 

So Christian voters, like the general public, seem divided: some are shocked by the election result, others feel that their concerns have finally been heard. 

Up until 1967 Christian political parties had a majority in the Dutch parliament. Their support has shrunk steadily, but at this election it fell from 15 per cent in 2021 to no more than 7 per cent. And yes, some of their voters defected to the populist PVV.  

‘We have loved the stranger more than ourselves’, explained one of them in the Nederlands Dagblad newspaper. ‘It is better to begin at yourself; from there you can help the world. That’s what Mr Wilders stands for’.  

‘What decided it for me was the insight that this country needs real change’, commented another. ‘Not just some minor adjustments, but a firm pull to the right: a stronger policy on law and order, critical on the growing influence from Europe, battling poverty in our own country.’ Several Christians mentioned they had voted PVV because Mr Wilders is a keen supporter of Israel; they were worried about the anti-semitic tones in some quite noisy pro-Palestinian demonstrations because of the war in Gaza. 

So Christian voters, like the general public, seem divided: some are shocked by the election result, others feel that their concerns have finally been heard. 

The surprising election result seems to leave the country - and Christians in particular - with a couple of nagging questions. 

How to avoid stigmatizing PVV voters, and recognize that their problems are real and deserve solutions that are real? 

How to convince them that a party that has some anti-democratic tendencies and lives in denial of the big international and environmental crises cannot be the solution? And that care for the environment, refugees and the poor are authentic components of the Christian story, and not just after all of our own personal needs have been met? 

Article
Comment
Identity
6 min read

Identity is more than mere branding, ask WH Smith

It's not just nostalgia that's being generated by the retailer's demise

Roger is a Baptist minister, author and Senior Research Fellow at Spurgeon’s College in London. 

Cyclists and pedestrians pass in front of a WH Smith store front.

So, alas, no more WH Smith on the British High Street. Then, to add insult to injury, the chain of shops will be rebranded by the private equity firm, Modella Capital, as TG Jones. A move to ensure the stores retain “the same sense of family”. 

Really? 

I was surprised. Not by the news. We’ve seen so many once famous names disappear, another one is hardly noteworthy. But no, I was surprised by my reaction when I heard. 

I’m not quite sure what the emotion was. It nestled somewhere between 

“NO!” 

and, 

“They can’t be serious!” 

Somewhere between warm-hearted nostalgia and gob-smacked incredulity. 

I have loved Smith’s since forever. As a boy, in a small market town in Norfolk, the kiosk at our railway station was where I went to buy my Commando war story comics. As a teenager it was the music and video department I frequented. Then, newly married it was photo albums followed by all the school supplies of pencil cases and folders our growing family needed every August. Our memories exert a powerful influence on us. 

But the nostalgia goes deeper than that. It is a British institution. WH Smith and Sons, as I originally knew it, began life in 1792 in a news vending shop established by Henry and Anna Smith in Little Grosvenor Street in London’s Mayfair. 

Their grandson, William Henry (of the WH) joined the firm as a partner in 1846 and was responsible for their expansion through railway stations. Taking advantage of the boom in rail travel their first news stand was opened at Euston Station in 1848 by securing exclusive rights to operate with North Western Railways. This was swiftly followed with a similar deal with Midland Railways. 

Across the years innovative entrepreneurship has been part of who they are. They pioneered wholesale warehouse distribution through their sites in Birmingham, Manchester, Liverpool and Dublin. 

Then, along the way, in 1966 they introduced a 9-digit code to improve their book reference system. Eight years later their Standard Book Numbering (SBN) system had been universally adopted as the internationally recognised ISBN classification on the back cover of every published book. 

Their company history also includes novel initiatives like a circulating library, a travel agency, the DIY chain Do It All, a 10-year ownership of Waterstones, satellite TV with their own sports channel in the mid-1980s, and more recently, in-store post offices and the online personalised greeting card brand, Funky Pigeon. 

Smiths is a company that is deeply embedded in the life of our country. It’s deeply embedded in my life story too. Of course I’m going to feel nostalgic about it. But, do you know what, I can’t remember the last time I went into one of their iconic shops and actually bought something! 

And that’s probably it, at least in retail. Any nostalgia on my part is, at most, only of the wistful variety. 

As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

While the High Street shops do remain a going concern, it is their travel hub network in airports across the world that make the serious money and will retain the WH Smith branding. Hence, the change of name to TG Jones and the source of my “gob-smacked incredulity”. 

Now it is easy to understand how a move from WH Smith to TG Jones makes a lot of sense. Modella Capital were swift to affirm that it is “business as usual”. All the stores will remain open, doing what they do now, with all the staff retained. Two initials and one of the most common surnames is replaced by two initials and one of the most common surnames. 

Now the juxtaposition of Smith and Jones is very tempting in its offer to reference specific 1970s or 1980s TV shows. From a marketing perspective it is so cheesy, at least to anyone over 60. But to put that aside: what is in a name? 

WH Smith is a 233-year-old company and remained in the hands of the family until 1972. It has a heritage that has real substance behind it. It is the genuine fruit of all that has gone before. TG Jones is a fiction. A necessary invention to fill the gap, to provide a new name in place of an original that has migrated elsewhere. As Charlotte Black, chief strategy officer at Saffron Brand Consultants observed: 

“It feels incredibly close, a poor mirror of WH Smith and not necessarily very well thought through … I would say it feels hasty – an ‘insert here’ strategy – and a bit of a missed opportunity.” 

Ultimately, it’s about identity. Superficially it appears that a genuine history is being supplanted by pure fabrication. Any “sense of family” in TG Jones is vacuous because TG Jones never existed. There is no back story. 

WH Smith, on the other hand, does have a back story. Yet, having been a company run by shareholders since shortly after the second world war, how real is the “sense of family” there either? This is not the proverbial ‘mom and pop’ store. It is actually a corporate leviathan. There might be a sense of rootedness in the name, but a “sense of family” disappeared a long while ago. 

Now, with the name gone, the High Street shops have even lost that sense of rootedness, however tentative it had become. Where does that leave their identity? I’m sure the branding consultants and marketing departments have been all over this. However, identity is not established just by saying that something is so. 

Thinking about Smith becoming Jones then sent me down a rabbit hole of thoughts. So, bear with me here. 

We all know about identity because we all have one. 

At any given moment in time we are the product of a complex interplay of things. From our families and where we grew up, to the choices we’ve made and those that are foist upon us. The experiences we’ve had shape us. They make us into the people we are and help define our identity. 

Yet nothing is set in stone. There is something intrinsic to life that is dynamic, ever-changing and open to all kinds of possibilities. It is dynamic and multi-dimensional and alive to endless possibilities. 

In this sense, life is not deterministic, and our identity is not fixed. How we see ourselves and how others see us can change. As important as our personal history and heritage are in helping us understand ourselves, life is provisional, and our identity can change. 

That change can be evolutionary or revolutionary, it can come from inside ourselves, or result from our responses to what comes at us from outside. Life is a constant process of becoming who we are. Our choices matter. They have consequences. Nothing stands still. 

The possibility of turning life around, the opportunity of making fresh starts and hopeful visions for a better future have proven to be the bedrock of human resilience. The essential ingredients to ‘pick yourself up, dust yourself off, and start all over again’, to quote the famous 1930s standard. They’re also foundational insights that underpinned what Jesus stood for and taught. Proven across the range of human life, activity and ingenuity 

But back to TG Jones, I think I’m with Charlotte Black, the renaming is hasty, ill-thought through and a missed opportunity. Maybe the name will go the same way as Royal Mail’s abortive makeover as ‘Consignia’ in 2002. Identity is more than branding; we will know it by its fruit. 

In the meantime, when the new regime has established itself, I may swing by to see what they’ve done with the old place. 

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