Lidl and Kaufland get chummy
Big Buddy: CEO Klaus Gehrig wants employees throughout the Schwarz Group empire to take off their ties and call each other by their first names
A recent example has just been provided by German discount giant Schwarz Group. Here we have the amusing spectacle of a retailer posting nearly €80bn in annual net revenues characterised by Teutonic efficiency and a strict hierarchy who are becoming increasingly pally.
A "preference" has now been expressed from on high that staff at its Lidl and Kaufland subsidiaries only use first names in future. Officially, everyone has a choice, but doubtless in the traditions of old this will be the end of all surnames within both companies.
The new everyone-is-my-best-buddy policy follows a similar wish from the c-suite that no ties are worn at the workplace. In a fresh break with taboo, this has just been accompanied by an expression of desire that all Lidl and Kaufland employees use the informal "Du" rather than "Sie" when addressing each other, regardless of rank. Now where will all this lead?
For non-German readers one first needs to explain a little. Du roughly corresponds to the archaic English thou and Sie to our modern you. Therefore it is usual in German to use Du when talking to good friends, family members, children up to around the age of 16, and animals.
One uses Sie as a form of respect when talking to adult acquaintances, older people and company superiors. Workers use the Du form far more frequently than office staff and the middle classes. To use Du inappropriately and without the consent of one's counterparty is generally considered a lack of good breeding.
The transition from Sie to Du is usually inaugurated by the older person or the one with a higher social status. It is also considered impertinent for a man to suggest this to a lady. Traditionally, some celebrate the change by chinking a glass of Schnaps (schnapps) together.
Om mani padme hum: Klaus Gehrig has instigated a cultural revolution at Lidl
So Gehrig, who has been instrumental in creating a number of liberal reforms at Schwarz Group over the last few years, has generally been praised for making the corporate ethos more modern. This echoes a similar move by Otto Group CEO Hans-Otto Schrader who now wants his 53,000 staff to use the Du form when talking to him.
Much, of course, depends on whether one appreciates the relentless Americanisation of European culture. It may seem straight-laced, but surely there is something to be said for formal dress and manners at work? The use of Sie and surnames in German may not mean much to non-German readers, but it is a wonderfully elegant way of keeping unloved colleagues at a respectful distance.
Also, when there are inevitable arguments in the office, it is easier to be rude in the Du mode than when you have to constantly pull yourself up by using the more respectful Sie. Looking at our existence on earth, it is hard not to find the world a generally vulgar place full of suffering, but whatever the reason for this, it has most certainly not been caused by too much politeness.
Schnaps: The start of a beautiful friendship
Wives will no longer be able to challenge philandering husbands with "But I distinctly heard you say Du to Miss Schmidt!", for now all men of this wayward disposition will be able to reply with innocent mien that such familiarity is only company policy.
And how can management reprimand those who like a little tipple at work? When the boss shouts to the erring underdog: "Fritz, you've been drinking again! You're fired!" The culprit can legitimately answer that he only had a wee dram of Schnaps to celebrate the transition to Du with his colleagues...
Related article in German: By Jan Mende in Lebensmittel Zeitung, no. 10, 11.03.2016
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