Backlash has begun against the popular British coffee brand Costa after consumers spotted the company using a graphic of a transgender man bearing scars from a “top surgery.” The image was featured on a Costa Express Van and quickly caught the attention of online users and coffee drinkers.
The hashtag #BoycottCostaCoffee began trending on Monday and Tuesday, with many people criticizing the company for what they perceived as glorifying the “mutilation of girls.” Singer/songwriter Gareth Icke wrote, “When you run a hugely successful company selling overpriced coffee, but you can’t resist promoting the mutilation of girls. Strange world. #BoycottCostaCoffee.”
Others joined in the criticism, with Ashlea Simon, chair of Britain First, tweeting, “Calling for the butchering of women’s bodies whilst taking your hard-earned money, is this what you want to see from corporations? #BoycottCostaCoffee and give them the #GoWokeGoBroke treatment like Budlight! Hitting them in the bank is the only way they’ll learn.”
Heritage Party leader David Kurten commented, “This glorification of breast mutilation and mental illness is deplorable. #BoycottCostaCoffee,” while Laurence Fox, leader of the British Reclaim Party, exclaimed, “Dear @CostaCoffee. You are promoting the mutilation of healthy young girls. I hope you are boycotted out of existence. #BoycottCostaCoffee.”
Members of the human-rights organization Sex Matters also condemned the image, with founder Maya Forstater stating, “The cartoon-like picture of a young woman who has had her breasts surgically removed is shocking and irresponsible. Young women are being sold a lie that if they have their breasts removed and take hormones they can become men, or at least avoid being women.”
Helen Joyce, director of advocacy, added, “It’s disgustingly irresponsible of Costa to suggest-sell – even glorify – mental distress, bodily dissociation, and self-harm among teenage girls. Costa presumably thinks it’s being ‘inclusive’ with this messaging; in fact, it’s helping to fuel a social contagion and medical scandal masquerading as a social-justice movement.”
Shortly after the backlash began, Costa released a statement to Newsweek explaining that the image was part of a wider mural commissioned for Brighton and Hove Pride last year, and the company stood by it as a celebration of ”diversity.” The statement read, “At Costa Coffee, we celebrate the diversity of our customers, team members, and partners. We want everyone that interacts with us to experience the inclusive environment that we create, to encourage people to feel welcomed, free, and unashamedly proud to be themselves. The mural, in its entirety, showcases and celebrates inclusivity.”
This controversy follows a similar incident in the United States when the shoe brand Dr. Martens promoted a “DIY Design” featuring a transgender man with scars after a top surgery. Twitter users expressed their hopes that Costa would face a blowback comparable to Bud Light, which partnered with transgender influencer Dylan Mulvaney and has seen a significant drop in sales and layoffs.
The debate surrounding transgender surgeries for underage individuals continues to be a controversial topic, with critics arguing against the promotion of such procedures. As the backlash against Costa Coffee continues, the company’s response and the public’s reaction will likely shape the future of the brand.
How does the use of the graphic featuring a transgender man with scars on the Costa Express Van send a dangerous message that mutilation is acceptable and even celebrated?
Altered is deeply troubling and offensive. It sends a dangerous message that mutilation is acceptable and even celebrated. #BoycottCostaCoffee”
The controversy surrounding Costa Coffee’s use of a graphic featuring a transgender man with scars from top surgery has sparked a backlash from consumers. The image, which was displayed on a Costa Express Van, caught the attention of online users and coffee-drinkers, leading to the trending hashtag #BoycottCostaCoffee.
Critics argue that the graphic glorifies the ”mutilation of girls” and have expressed their disappointment with the company. Singer/songwriter Gareth Icke took to Twitter to question how a successful coffee company could promote such practices, while others like Ashlea Simon, chair of Britain First, criticized Costa Coffee for endorsing the harming of women’s bodies.
Political figures also joined in the criticism, with David Kurten, leader of the Heritage Party, describing the glorification of breast mutilation as deplorable. Laurence Fox, leader of the British Reclaim Party, expressed his hope that Costa Coffee would face boycott and eventually cease to exist.
Human rights organization, Sex Matters, also condemned the image, considering it offensive and troubling. Founder Maya Forstater emphasized the negative message it sends, stating that it normalizes and celebrates mutilation.
As the controversy surrounding Costa Coffee continues to unfold, it remains to be seen how the company will respond to the backlash and the #BoycottCostaCoffee campaign.
While it’s important to prioritize inclusivity and representation, it’s equally important to exercise sensitivity when showcasing diverse identities. It seems that Costa Coffee missed the mark with their choice to feature a graphic transgender image on their coffee van, leading to a significant backlash. Companies should strive for respectful and thoughtful representation to avoid unintentionally perpetuating stereotypes or causing offense.
This article highlights the recent backlash faced by Costa Coffee for featuring a graphic transgender image on their coffee van. The controversy surrounding this decision is a stark reminder of the importance of respecting diverse identities and ensuring inclusivity in all forms of advertising. It is crucial for businesses to consider the potential impact and ensure they approach such sensitive matters with empathy and understanding.