The pejorative “snowflake” is usually hurled by those on the political right at those who subscribe to a culture of universal uniqueness. Snowflakes are members of a community where the stereotyping of groups is always considered evil and where people wilt or “melt” when confronted by “offensive” opinions and statements.

The hurlers of this term position themselves as resilient to disagreeable ideas and opinions. The battle lines are drawn between the left-wings snowflakes and the right-wing bigots.

This week something shifted in my thinking of this paradigm; those who had been calling out the snowflakes in society had become snowflakes themselves.

Stereotypes are funny and true, unless, of course, you are the one being stereotyped, in which case the joke is in poor taste and the inferences insulting and potentially dangerous.

Similarly being offended is something we need to either accept as a part of life or work to end it. It is inconsistent to call out snowflakes and then be snowflaked when we are the ones being offended.

Gillette’s “Toxic masculinity” advertising campaign has drawn the ire of many within the community. Some are calling for boycotting of Gillette products, others, including notable celebrities, are outraged that men, as a group, are bearing the brunt of this viscous campaign. Pierce Morgan claimed that the only people who would enjoy the ad were likely to be “radical feminists who love it because it portrays men as bad”.

Isn’t this the very definition of a snowflake being people who are triggered by “offensive” statements?

Boycotts are an extreme emotional reaction by the offended; it’s not a well considered or intelligent opposition.

It is unlikely that the advert will tempt me to reconsider my next razor purchase, but it is equally unlikely to motivate me to change my political and social leanings.

What it definitely does not do is offend me.

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