As I sat in Starbucks watching my Saturday go by, I paid more attention than usual to The Big Issue seller. "Big issue! Big Issue?" He called as he tried to catch the attention of people coming from all directions in the narrow cobbled street of Embankment.In the 15 minutes I watched him, all I saw was the consistent shaking of heads, avoidance of eye contact and quite impressive swerving manoeuvres. I laughed at the ridiculousness of it all before realising I do the same thing. My smile retracted and I turned my attention to the seller who regardless of the outcome, which was the same, was unfazed in manner. The longer I sat drinking my over priced coffee (I blame Sex and the City, by the way) I began to wonder why I, like so many others reacted in this way, even though I know The Big Issue is for a good cause.
We all grab The Evening Standard every day to get the latest news I assume, because it is free. Many get The Sun because it’s cheap and cheerful at 20p. Though at £1.70 why is The Big Issue seemingly such a hard sell? Whilst everyone likes a bargain and even more so in times of recession, I do not feel money is a factor. OK!, Marie-Claire and Vogue for example fly of the shelves without fail consistently, even though they are quite pricey and filled with at last 10 pages of glossy pictures before you get to read some words. As consumers people buy the things they want, things that make them feel better and things that they feel they can relate too. Perhaps the latter could contribute as a realistic reason? I don't know. I soon realise that I can search for answers until the cows come home, but the best person to ask would evidently be the man on the other side of the window.
I introduced myself to Michael before explaining that I had been watching him from Starbucks and wanted to know more. My first naive question was “Is it always like this? “Yes” he replied in regards to the consistent flow of people walking away empty handed. I asked how it works and he kindly explained, “I am homeless and this is how I make my money legally”. Every seller buys each magazine for 85p and sells it at the fixed price of £1.70, whatever money they make they keep, Michael usually buys 10 copies. I asked how long it would take to sell them, to which he explained “There is no set rule, every day is tough. I could ask between 5,000 and 8,000 people before one person buys it", I realise my mouth is hanging open and quickly close it.
Michael is homeless and chooses to sell the big issue over begging to make his money. However something tells me that as a beggar he would earn a whole lot more. I admire his persistence and want to help himself. I bought the magazine for the first time, which at the age of 31 is pretty bad, but I soon let go off this hang up, after all better late then never right?
The Big Issue is a well written magazine that contains an air that is lacking in the majority of magazines, which I can only describe as down to earth, real and honest. Street Lights is my favourite section as it contains articles and poems from people who live on the streets. Their experiences, vision and voice is a breath of fresh air from the superficial world of celebrities and consumerism. Love and Loss, a poem by Steve Gould was simple, beautiful and identifiable.
I also enjoyed Letter to My Younger Voice, a mini interview with a different celebrity each week, revealing a less glitz and glamour side, as they express what they would have done then, with the hindsight and knowledge they have now.
Having read the magazine I arrive at a potential answer to my initial enquiry. A possible reason as to why people do not buy The Big Issue as readily as other magazines, could be because the sellers are a reality of what could happen to us all. Hard to face, we avoid it and choose to pretend that it could not affect us, therefore we look away rather than embrace and support. It is fear based and ego led. Though another contributing reason wrapped up in this could be what I will call “Guilt” syndrome. When I hear “Big Issue” and I make eye contact, I have always said “sorry” before rushing by, though I don’t know what I am sorry for.
Michael and I’m sure the many other Big Issue sellers do not want to be pitied, but to be understood, supported and respected like the rest of us, they do a job and are also trying to make a living.
Regardless of what could be endless explanations for people’s behaviour, next time you see a Big Issue seller think twice before passing by. Your £1.70 is “A hand up not a hand out".
