Tartan Day, much like Paddy’s Day in the States, isn’t about Scotland. It is a saccharine projection of dim-witted American expectations of Scotland and half remembered traditions of the old country. More, than this: It is about whipping up sales in the international centre of the religion of capitalism. Tartan – or “plaid” as our Merican cousins prefer to call it – is about money; it’s about playing on the emotions of American’s who have been convinced their great granny came over from Brigadoon or, more likely, Balamory. Tartan Day is about giving them what they want.
Walkers Shortbread has landed itself in a spot of bother over a marketing decision. The family run business thought it would be a good idea to launch a union flag shortbread tin, thinking the Scottish public would see in it nothing more than a Scottish company doing what it takes to make a buck. One would be forgiven for wondering where the heck Jim Walker, the firm’s managing director, has been for the last few years. There is no one in Scotland in 2018 who thinks the flag of the United Kingdom – the “butcher’s apron” – is a politically neutral emblem of national identity and patriotism.