Burger King have long marketed their burgers with the tag line “Have it your way”, a riposte to the supposed inflexibility of McDonald’s. The customer can choose what they want and how they want it, within reason and usually at extra cost. Recently they changed the slogan to ‘Be your way’, and the shift marks not only a development of their advertising but the further incorporation of individualism into everyday life.
It’s not so much ‘I think therefore I am’, but ‘I choose therefore I am’. The liberty to decide what to do, how to do it, or whether to do it – whatever it may be – has become society’s fundamental and inalienable right. Not just the customer is always right, but the customer has all the rights.
Cases on both sides of the Atlantic have brought the question of religious liberty to the fore in recent weeks. There was the case in America of a dog walker ‘firing’ a customer because they supported the legalisation of marijuana. Also in the States was the related issue of whether an employer should cover medical insurance for treatments which they had religious objections to. And in Northern Ireland a bakery is being taken to court by the Equality Commission for refusing to back a cake decorated to advocate for the legalisation of same sex marriage. Continue reading