The government appears to have decided that the word “sustainable” is no longer sustainable when it comes to the Economic Development Minister’s job title…
Three years after the former government proudly rebranded the Minister for Economic Development, Tourism, Sport and Culture as the Minister for Sustainable Economic Development, plans have emerged to change the title again – this time simply to the Minister for Economic Development.
The proposed change, described by the government as a “minor simplification”, forms part of a new draft order presented to the States this week.
If approved, it will bring the title almost full circle after the previous rebrand in October 2023.
At the time, then-Economic Development Minister Kirsten Morel hailed the addition of “sustainable” as an “important change” which would make clear that he – and, crucially, “future ministers” – would be focused on the long term.
He said: “By highlighting the focus on sustainable economic development, I and future ministers will be focused on the long-term and on building an economy that works within the Island’s social and environmental limitations.”
The long term has, it turns out, lasted just under three years. The 2023 change was said to reflect the aims of the Future Economy Programme, the government’s strategy for developing Jersey’s economy through to 2040.
However, the latest draft order proposes replacing every legislative reference to the “Minister for Sustainable Economic Development” with the rather more economical “Minister for Economic Development”.
The ministerial title is not the only one undergoing a rebrand.
The Environment Minister is also due a makeover, becoming the Minister for Environment, Agriculture and Fisheries – a change which the report says will “more completely reflect” the office’s functions.
Responsibility for the Agricultural Returns Law will also move across to the newly named minister.
It comes after the Environment portfolio underwent its own rebrand in 2023, becoming Minister for Energy and Environment.
The latest changes will require considerably more than simply changing a nameplate on an office door.
The draft order runs to 17 pages, with schedules setting out the numerous pieces of legislation that will need their ministerial titles updated.
Among them are laws covering tourism, gambling, electricity, shipping, shops and telecommunications.
Previous rebrands have seen the States of Jersey become the Government of Jersey, departments repeatedly renamed and ministerial titles expanded to include everything from communities to children.
When the “Sustainable Economic Development” rebrand was announced in 2023, then-Deputy Sam Mézec accused the then-government of being “obsessed with vibes over substance”.
The Chief Minister intends to make the latest Order in September following a notice period allowing stakeholders and scrutiny panels to comment.
