/nginx/o/2014/12/22/3628189t1h4877.jpg)
At end of last century, Hansapank used to advertise itself by «Good Ideas Always Come to Pass». The campaign was supposed to make the boring financial institution look like a dynamic organisation moving along with the society and radiating positive energy towards the client. Obviously, the slogan worked as the current Swedbank has had the sentence appear in its communication.
The embarrassing incident with Swedbank’s €5,000 donation to Aadu Luukas Foundation – then clawing it back – makes one think that sometimes other kinds of ideas come to pass. Such as are not thoroughly considered or do direct damage to the donators reputation.
This year, the Luukas Foundation granted their €32,000 mission award – for «activity boosting balanced development of society and raising people’s quality of life» – to go to Varro Vooglaid led Foundation for protection of Family and Traditions (Sihtasutus Perekonna ja Traditsiooni Kaitseks, SAPTK). The latter being a major force fighting the parliament’s gay bill. According to Professor Marju Lauristin, for one, activities by SAPTK sowed intolerance and hatred into society.
Through the donation, Swedbank as if became co-author of the decision. Herewith refraining from comments on agitation by SAPTK, it is doubtless a problem for a bank to be seen as apologete for one side in a debate splitting the society. A bank can’t divide clients into those who are okay with gays registering as partners, and those that are against. Whatever a person’s sexual orientation or political views, whether he be a conservative or hardened liberal, all need equal treatment when opening an account or being serviced.
While, for instance, then director-general Jüri Mõis desired to run at 1996 local elections in Pärnu in election coalition Mesilased (The Bees), there was quite a noise. A bank can’t be into politics, the discussion concluded (Mr Mõis failed to run, not being a Pärnu citizen). When one-time Hansapank Saaremaa regional head Meelis Põlda publicly criticised Kuressaare city government, the bank fired him. Since 1996, Estonian Banking Association has its good banking practice prescribed, pursuant to which banks «do not support political movements – parties or organisations by nature political». SAPTK is not a party, but pursues a matter clearly related to a definite world view. Therefore, the good practice ought to rule out support of such an organisation by Swedbank.
The case is bound to make banks take a closer look at what is actually being done by sponsorship money.