South Africa: BIC told women to “think like a man” and it didn’t go so well

BIC South Africa-ThinkLikeAMan-WomensDay

Pen makers BIC South Africa just had to apologize after posting this popular but sexist quote on its Facebook page to mark Women’s Day. When people on social media spoke out initially against the post, BIC SA said that the post was meant to empower women, when that didn’t fly, they finally posted an apology.

Hi everyone. Let’s start out by saying we’re incredibly sorry for offending everybody – that was never our intention, but we completely understand where we’ve gone wrong. This post should never have gone out. The feedback you have given us will help us ensure that something like this will never happen again, and we appreciate that.

Posted by Bic South Africa on Tuesday, August 11, 2015

There are some who may be wondering well what’s all the fuss? What is wrong with the post?

The answer is simple, if you want to empower women, send messages that affirm women. For starters you don’t tell women how they should look or think and certainly you don’t tell women that to be empowered they must look like a girl (meaning look young) and think like a man (meaning that thinking like a woman has no value).

BIC SA probably didn’t mean any harm but this is what happens when patriarchy and sexism are so engrained in our cultures both in and outside of the office that we miss the obvious.

Women should do what is right by them so here is a rewrite:




Work IT!

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