Here is a wacky story from Down Under.
Handsome Her, a small restaurant billed as “a space by women, for women,” made international headlines in 2017 after announcing upon its opening that female customers would get priority seating and men would be charged an optional 18% tax “to reflect the gender pay gap.”
Less than two years later, the cafe’s owners announced that they would be closing up shop in order to continue their mission with more “hands-on work.”
“When we opened Handsome Her in 2017, we expected that perhaps we might make a stir through our brazen public discussions of structural inequality and oppression,” the cafe said in a Facebook post. “The man tax blew up the internet, an idea that we didn’t think was all too radical, yet the way the world responded showed us how fragile masculinity is and solidified the necessity for us to confront and dismantle patriarchy.
The idea of charging a “man tax” seems radical to me and I wonder how this man tax did not run afoul of Australia’s anti-discrimination laws. It certainly seems to be discrimination based on sex, but perhaps discrimination against men doesn’t count. Maybe the fact that the tax is optional is enough to keep them out of trouble. I also wonder how these women expected to stay in business when they were alienating half of their potential customers. More than half really, since I am sure that many women did not appreciate the discrimination against the men they loved.
It is easy to make fun of these foolish women with poor business sense, but I think there is an important lesson for more established businesses here. The reason that any business exists, whether it is owned by a single proprietor or a great multi-national corporation is to make money for its owners. Any business must make a profit or it will eventually go out of business. The only way for any business to make a profit is to please its customers by providing goods or services they desire in a manner they desire. If the owner or manager of a company decides to pursue any goal besides making a profit by pleasing its customers, such as pursuing social justice, it will cease to please its customers and will eventually go out of business. This is particularly true if the pursuit of virtue-signaling results in policies that alienate customers. Yes, I am looking right at you and your new gun policies, Doug McMillan, CEO of WalMart. Trying to impress the social justice warriors, who despise WalMart and would never willingly shop there, while alienating gun-owning customers is simply not a good business policy.
Ultimately, the CEO of any corporation works for the stockholders, the owners, of the corporation. It is his or her job to serve the interests of the stockholders by pursuing policies that legally and ethically maximize profit for the corporation. As I stated above, any company can only make a profit if it provides goods and services that customers want to buy. If the CEO of a corporation decides that impressing his elite peers with virtue-signaling is more important than providing customers with the goods and services they want, he is not pursuing policies that will maximize profit and therefore is not serving the stockholders. He is in the same position as any of his employees who pursue outside interests while on the job.
Businesses should concentrate on the business of making money and pleasing their customers, not engage in political activism or pursue social justice. When I decide to buy something from Walmart or some other store, the only thing I want to consider is whether I am getting a good deal. I don’t want to have to be in the situation of having to consider whether the money I am spending is going to serve a bad cause. I don’t want every decision in my life to have political considerations. Not everything has to be about activism.