Co-operative language - are we making ourselves a closed shop?
Many of my friends don’t get co-ops. Frankly, they find the fact that I do odd. They find the fact that I love co-ops so much a bit weird and it’s sometimes a source of amusement. But they’re my friends so they show a genuine interest, they ask pertinent questions and occasionally they shake their heads at me, perplexed.
I tell them that co-ops are cool, radical, innovative and cutting edge. That they have the power to change the world. Appealing traits. Places that sound like my mates would want to do business with. But when they do any research, when they meet co-operators and ask questions, that’s not the experience they get.
They hear a foreign language. A technical jargon that has none of the passion or spirit that I’ve described to them. They don’t hear about social justice, the desire to make the world a better place.
No, they hear about ‘ownership models’, 'surplus’, read about 'our co-operative values and principles’ (but have two more links to click before they find out what they are), they’ve seen in the papers story after story about governance. We’re hardly welcoming people into 'the movement’ with open arms.
If you Google 'What is a co-op?’ the overwhelming search results throw up terms like 'legal entity’, 'autonomous association’ and even, according to business dictionary.com a 'Firm owned, controlled, and operated by a group of users for their own benefit’. It hardly fits with the glowing picture I paint to my mates. Is it any wonder that we sometimes struggle to broaden the reach, diversity and engagement of our members?
As co-operators we often talk about co-ops in hallowed terms, as if they are precious and delicate things. We discuss the pioneers in hushed voices. It’s not right. It can’t be. It doesn’t even feel respectful to me. These were men with radical ideas, they were rebels, who metaphorically stuck two fingers up at the establishment. They were tenacious and determined and they made the dreams they believed in bloody happen against all the odds!
They did change the world.
Over the last few weeks I’ve been thinking more and more about co-operative language. Communication is my business so that isn’t really surprising but two things have specifically thrown it into sharp relief for me.
Firstly, as I work with a number of co-ops it’s the way that they wrestle with how to articulate who they are and what they do. It’s much more comfortable to fall into the co-oppy jargon of values and principles, heritage, ownership and an adopted, slightly obtuse mission statement. It’s much more difficult to be clear, concise and be up front about the commercial proposition of the organisation - that wouldn’t quite be the done thing.
This approach is off putting and frankly can be downright intimidating to outsiders. So what happens? They vote with their feet. They become fans/supporters/members of someone else, a social enterprise, a community owned organisation, a charity that they can understand. That they can connect with.
And what does that mean? That the movement isn’t shifting. We’re all talking to the same circle of super-engaged co-operators each and every time. Basically, we’re talking to ourselves.
The second example is about someone who presented to a group of co-operators. It was a great presentation and then the session was opened up for questions. It’s never long in a room full of co-operators before the questions turn to detail. I listened to the question, I was interested to hear the answer. Our presenter sat in silence, only for a couple of heartbeats, and then said 'I’m sorry, I didn’t understand the question’. At that point I realised once again, we were talking in code.
Rather than be disappointed in, or criticise the speaker, I think the answer lies with us. Those of us within the movement, who class ourselves as co-operators and hold the key to the code. We need to find a way to open up. We need to be more inclusive, to welcome more people to join the 'movement’ and the debate without them having to feel part of a club and learn a new language. We have to take the initiative.
It’s great to see the increase in membership of co-ops in Co-operatives UK’s 'Co-operative Economy 2016’ report but imagine the potential if we can be more inclusive.
Co-operation is a better way of doing business. Co-ops are cool. They make a difference. More people should do business with them, more people should get involved and understand it. The more people that know, the cooler they get. And we’ll see the movement move significantly. We all have a role to play in this.