Column
Comment
General Election 24
Politics
4 min read

Who’s right when hurling charges of hypocrisy?

Accusations highlight the risk of self-deception.

George is a visiting fellow at the London School of Economics and an Anglican priest.

A newspaper headline, text and an image of the subject of the article.
Ashcroft's charge against Raynor.
David Yelland, X.

Lord Ashcroft launched an extraordinary new attack on Labour’s deputy leader, Angela Rayner, in the Mail on Sunday at the start of this week, claiming that his investigation into where she lived, allegedly for tax purposes, was never about money. 

“Hypocrisy was always the charge against Angela Rayner,” he intoned, “not tax avoidance… And the stain will dog her for years to come.” 

Leaving aside whether stains dog people or the other way around, this is extraordinary not because Ashcroft attacks a senior Labour figure – day follows night, etc – but because it’s the sort of volte face that journalists call a reverse ferret. 

Had Rayner been found by investigating police officers to have committed a tax-fraud or electoral offence (and, to be clear, they didn’t), we need to ask ourselves whether Ashcroft would have run with the same line.  

Imagine: “Angela Rayner has committed a crime, but this is really about hypocrisy.” Do you think he’d have gone with that? Neither do I. 

Usually, charges of hypocrisy are levelled at politicians who use social privileges to which they’re opposed in principle. 

Hypocrisy is invariably the charge when there’s nothing else to go with. And that must raise questions about what hypocrisy really is. 

It’s clearly not just about telling lies. In the first televised debate this week between Rishi Sunak and his rival for premiership, Keir Starmer, the former repeatedly (12 times) claimed that Treasury officials had independently calculated that the latter’s spending plans would add £2,000 to the tax bill of every family in the UK. A published letter subsequently showed that the Treasury had specifically told the Government that this figure was bogus and not to be used. 

Was this hypocritical? No, it was just plain wrong – in the sense of both inaccurate and immoral. The opportunity for hypocrisy came when both leaders were asked whether they would use private healthcare for a family member in need. Sunak said he would; Starmer said he wouldn’t. If Starmer now ever uses private health facilities, Mr Hypocrisy will be ringing his door bell. 

From this, we deduce that hypocrisy is pretending to be what you’re not. So Donald Trump poses as a great statesman, the saviour of his nation, but goes down for all 34 felony charges of falsifying accounts to hide his pay-off of former porn actor Stormy Daniels, in order to protect his electoral prospects. That’s hypocrisy, precisely because he’s pretending to be someone he isn’t. 

That hypocrisy is exacerbated when Trump holds up a Bible to support his authority – or, indeed, publishes his own. Likewise, when a rich TV evangelist is convicted of sexual abuse (there are, tragically, too many examples to choose from).  

By contrast, is Rayner pretending to be something she isn’t because her family has used two properties? Very probably not. Similarly, we might like to ask whether SNP deputy leader Kate Forbes is a hypocritical politician because she’s a Christian, or a hypocritical Christian because she’s a politician. Very probably neither. Being both is who she is. 

Usually, charges of hypocrisy are levelled at politicians who use social privileges to which they’re opposed in principle. Like when Labour MP Diane Abbott sent her son to a fee-paying school. Private education, like private healthcare, is only meant to be available to those who support it ideologically, rather than just financially. Otherwise, it’s hypocrisy. 

The problem here is the presumption that the private sector is only available to those who endorse it. So it’s hypocritical for socialists to use it. But that presumption moves very close to the view that working people should know their place (a social order, incidentally, that the Christian gospel defies). 

There is no inconsistency – and consequently there can be no hypocrisy – in wanting the best for our own children, while concurrently wanting the best for all children. One might even call such a policy something like levelling-up, should such a thing exist. 

We may not know what Angela Rayner’s shortcomings are, but simply having them doesn’t make her a hypocrite.

A biblical definition of hypocrisy might be the hiding of interior wickedness under an appearance of virtue. In Matthew’s gospel, it’s the charge levelled at Pharisees whose good deeds are entirely self-serving. 

In this manner, moral theology would point to hypocrisy being the fruit of pride. But simply to hide one’s own shortcomings isn’t necessarily to be construed as hypocrisy, because there’s no moral obligation to make them public.  

In that context, we may not know what Angela Rayner’s shortcomings are, but simply having them doesn’t make her a hypocrite. Otherwise, we’re all hypocrites (and there may be some truth in that). 

It reduces to resisting the temptation to point to the mote of hypocrisy in our neighbour’s eye, while failing to attend to the beam in our own. That would also be to avoid self-deception. The kind of deception that pretends that one’s actions are in the public interest, when clearly they are only serving your own. Which, neatly enough, brings us back to Lord Ashcroft. 

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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