Opinion / Tyler Brûlé
Safe to shop?
What was your first waking thought today? Did you sit up against a mountain of pillows wondering what you might wear on a conference call? Did you reach for your phone to check whether you can fly to Mykonos in mid-July? Or perhaps you pulled the duvet up above your nose as you pondered whether it’s ever going to be safe to venture out in a world in the grip of a virus? For anyone who caught Boris Johnson’s Monday briefing on the reopening of retail in the UK, you might want to stay in bed and settle in for a long deep slumber because shopping looks dangerous – for shop owners more than customers.
Rather than benchmark against other enlightened nations, the UK has cooked up its own rule book on how consumers should gently venture back to the shops. The headline: look but don’t touch. Indeed, you’re better off staying at home and continuing to order online because the rules are so heavy-handed and out of order that it will make a Saturday in the shops anything but joyful: dressing rooms should be avoided and only used for people trying on protective garments, while items that invite touching should be roped off or placed inside a hermetically sealed bubble.
As many countries make confident, inviting steps to help their citizens (and neighbours) to reopen their economies, the UK government and many media outlets have found themselves stuck in a “is it safe?” narrative that has created a climate of fear, bewilderment and frustration. Companies are struggling to get staff to go back to work as workplaces might not be safe, the education sector is dealing with similar issues and retailers are threatened with fines and jail sentences if they fail to create a safe environment for shoppers. The UK government needs to recognise that the world is full of risk and reframe its communications, allowing for businesses to reopen in an economically sustainable manner and consumers to decide whether they want to go out and shop, rather than allowing heavy-handed health-and-safety guidelines to destroy life on the street.