Don’t Just Tell Sid. Text Sienna too!
Barclays is bringing back Sid, but what does the nextgen retail revolution actually look like?
So, Barclays has decided to dust off Sid.
In a recent paper, they revisited the legendary 1986 ‘Tell Sid’ campaign—the Thatcher-era marketing moment that turned British Gas into a national conversation and shareholding into something that felt, for the first time, for everyone. And honestly? We love to see it.
It’s heartening to see big institutions like Barclays thinking about how to reconnect with individual investors. They’re right to recognise that retail matters again. But if we’re going to channel Sid for a new generation, here’s the thing: we’ve got to do it differently this time.
Because Sid was told—but he was never truly empowered.
A Quick History Lesson (Promise, it’s worth it)
Back in ’86, Sid was the star of a groundbreaking campaign to get everyday Brits investing in British Gas. He represented the working- and middle-class dream of share ownership: accessible, exciting, and yours for £135 and a stamped application form.
Millions bought in. And then… most were gently nudged into the arms of institutions -funds, pension schemes, and nominee accounts. There was little in the way of investor education, and even less support for long-term engagement. Ownership? Kind of. Influence? Not really.
As Professor Amy Edwards brilliantly documents in her book Are We Rich Yet?, what looked like democratisation was often just deeper institutionalisation.
Fast Forward: Sid’s Not the Only One in the Group Chat
To understand what retail investing looks like now, let’s meet the whole crew.
Sid, 74 (Boomer)
He bought British Gas, maybe BT, and held them for the dividends. Still checks the FT and probably uses a landline.
“Owning shares used to mean something. I just wish I’d had more say.”
The world has moved on significantly since Sid was told about investing in 1986. Here he is with his Gen Xennial son, Steve, and his digital native Gen Z granddaughter, Sienna.
Steve, mid-40s (Millennial / Gen X)
Sid’s son. Has a SIPP, some index funds, maybe dabbled in crypto. Invests through Hargreaves Lansdown but never votes. Finds the system dry and slightly intimidating.
“I invest, but I wouldn’t call myself an investor.”
Sienna, 18 (Gen Z)
Sid’s granddaughter. Digital native. Just opened a Trading 212 account. Likes the idea of ethical investing and might own a fractional share in Tesla, a climate ETF, and yes—a bit of Ethereum.
“If I can figure out DeFi and crypto wallets, I can handle shareholder rights. Just make it make sense.”
So, What Went Wrong the First Time?
The original ‘Tell Sid’ campaign was iconic—but incomplete. We gave people shares, but not the skills. Access, but not agency. A moment, but not a movement.
The market got their money. Retail didn’t get much power.
What Today’s Investors Actually Want
Let’s give Barclays and co. credit - they’re right to start this conversation again. But if we’re really going to bring investing back into the cultural zeitgeist, we need more than another slogan.
We need systems, tools, and vibes that match how people live and invest in 2025. That means:
1. Representation
Retail investors deserve a seat at the table. Not just in share registries, but in policymaking. (Looking at you, Capital Markets Industry Taskforce.)
2. Digitised Ownership
End the nominee and proxy voting maze. Let people own shares digitally, vote with a tap, and actually hear back from companies. Sign the AIC’s petition to change the law so all investors can vote their shares!
3. Financial Education That Slaps
Stop assuming people don't care. They do - they just want investing explained in a language that isn’t pension-speak.
What We’re Seeing at TEA
At The Engagement Appeal (TEA), we’re already watching this revolution unfold. Through initiatives like Gen Z Ambassadorship, AGM Odyssey, ArtxCity, Weekly TEA Times and our newest, TEA Cups Honours, we engage with everyday investors, including those on socials or those showing up at AGMs, asking sharp questions, and turning governance into something human again.
And it’s not just boomers. It’s 20-somethings. TikTokers. Discord group mods. People who are tired of being passive capital and ready to act like owners—if we let them.
TL;DR?
Don’t just Tell Sid - empower him.
Don’t forget about Steve - he’s lost in the middle.
And most of all, text Sienna - she’s ready, if the system’s ready for her.