CalMac’s tone deaf rebranding
Readers may be alarmed to learn that CalMac’s current energy is being focused on rebranding in the interest of virtue signalling.
Recently I attend the AGM of the Friends of the West Highland Lines Society where one of our guest speakers was Mr Drummond, managing director of CalMac Ferries Ltd.
I had the chance to ask him why CalMac’s livery (which dates back to the early 1970s, is instantly recognisable and an important part of our cultural heritage) is being abandoned? How much this was costing and what, if any, consultation was carried out beforehand?
Mr Drummond confirmed this change but was unable to give any information on whether any public consultation was carried out leaving me to suppose that there wasn’t any, he downplayed the costs in a vague way, and explained the reason as concern for PR environmental issues.
Apparently the iconic funnel needs to be sacrificed in order to project the impression of a green company in an virtue signalling exercise. Although Mr Drummond suggested the costs of this would be low, it does seem to include new staff uniforms, port and vessel signage and software changes.
Instead of focusing on solving the current crisis engulfing the company, CalMac instead is choosing to spend time and money on destroying an iconic and cherished livery; one which is owned by Scottish ministers and by extension the people of Scotland not the operator. Although this change is gradual – and it’s unclear whether it will affect vessel exteriors – as it does become more apparent across the network it must be opposed by the people of the west.
Luca McCormick of Oban sent us this last month, saying: “This huge yacht was berthed on the beach today at Tralee Bay, using the tide to leave the boat on the beach for repair. Retracting its keel it remained upright, allowing the skipper to repair her. It looked spectacular in the environment!” If you have a photograph you would like to share with us, please email a jpeg (1MB) to editor@obantimes.co.uk
Either way, Joanne knows that our seas need to be in better shape in 50 years’ time, but seems unwilling to make difficult changes now to achieve that end. This is a serious mistake.
The most commonly used definition of sustainability is “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (Brundtland, UN 1987). To do anything less, as we have been for several decades, is an inexcusable way to treat young people. There is literally no future in it
and I think Joanne knows this.
We need to support small, local, non-destructive fishermen and we need to stop the damaging dredging and trawling methods very quickly now. We also need to drastically reduce the impact of salmon farming.
As Fergus Ewing said in Holyrood last week, “Salmon is the new oil”. Yes, Fergus, agreed. We’ve messed up the atmosphere with fossil fuels, so let’s learn the lesson and get salmon farms out of the sea before we ruin that too.