Valentine’s Day Bungle: When “Sons’ Laptops” Meet “Hunts’ Vacuums”
Last week, HKT, the telecom arm of Hong Kong’s PCCW empire, tossed a holiday promo into a bank’s inbox that got less “romantic” and more “rude.” The offer, marketed as a “HSBC Staff Deal,” was a long, multi‑page flyer that split gifts allegedly into “FOR HIM” and “FOR HER.”
In the “FOR HIM” section you’d find discounted laptops, a GoPro, and wireless headphones—classic tech gear. The “FOR HER” part, though, was a lineup of five vacuums, a blender, and a kitchen tap, which stirred up a storm of complaints. HSBC employees in both Hong Kong and London slammed the ad at once, pointing out the sexist vibe it carried.
What the Company Said
- An HKT spokesperson issued a quick public apology, saying “We’ve heard the feedback and sincerely apologize for any offence.”
- They bragged about their commitment to gender equality and promised to act with “prudence, respect and inclusion” going forward.
HSBC’s Response
HSBC’s own spokeswoman clarified that the offer came from a third‑party marketing firm and that the bank is firmly “committed to gender diversity in the workplace.” Nonetheless, the controversy still hit home, considering HSBC’s still‑bloated gender‑pay gap.
Why does this matter?
HSBC’s gender pay gap ballooned to a staggering 61 % in the year ending April 2018, up from 59 % the previous year—worse than any other large British firm. They’ve been working to fix it by boosting the presence of women in senior roles to 30 % by 2020 (from 23 % at the time of the report). Still, the drop in senior female representation suggests the industry is still stuck in old habits.
Takeaway
Seasonal promo sheets are supposed to bring smiles, not sparks a sexist fire. The incident is a reminder that even marketing teams must stay woke—especially when it’s about who’s buying what.
