By J. N. HALM
Growing up in the 80s, there was a man in my neighbourhood who was feared by all. At least, that was what I believed. Just the mere mention of his name was enough to scare even the naughtiest kids into submission.
What made this man so mysterious was that he was about the only man in the hood who had a car. It was an old VW Beetle-type car, and whenever we were playing football on the street and saw the vehicle approaching, we fled for our dear lives.
Interestingly, none of my colleagues ever recalled having any encounter with Kyekyekule. None of us knew his real name, and so that was the name we gave him—and those of my generation should recall that name with nostalgia. The reason we called this neighbour by Uncle George Laing’s nickname was also the main reason why we feared this man. The man had an imposing beard.
In a time and age when gentlemen were expected to be clean-shaven, that man’s beard was not only a statement of defiance to society. It was also a way of expressing his uniqueness.
Those were the days when every gentleman was expected to have at least a classic stainless steel shaving stick in his morning—the kind that used razor blades. Therefore, having that full beard made him no friends, at least among us kids. And, we were warned by our parents to stay away from his gate and that made us fear the man and his beard the more.
But that is all in the past because, from the look of things, we are truly in the age of the beard. We are in an age when Kyekyekule would go unnoticed if he were to walk those same streets today.
Those of the bearded gang forcefully argue that its emergence is about redefining masculinity and self-expression. For those in this part of the world, it is said that the comeback of the beard is about embracing our heritage.
The truth is that whatever the reason for the comeback of the beard, the implications of men sporting full facial hair go beyond just the aesthetics. The impact of having full facial hair can be felt in the workplace—and rightly so.
I recall that just about two decades ago, when I entered the banking industry, we were informed that a banker was not supposed to carry facial hair. There was even a case study about male bankers keeping facial hair in our Law and Ethics of Banking course. I guess times have changed. But does that mean male employees, especially those who serve at the frontline, can now carry full beards without any issues?
Every frontline employee walks into work carrying more than just their skills and training. They carry an invisible toolkit of perceptions—how they look, how they present themselves, and how others interpret their appearance. A fascinating scientific study about beards offers surprising insights into how appearance can dramatically influence professional interactions.
While the research might seem like a niche scientific exploration, its implications for business are profound. How we perceive people—particularly those who interact directly with customers—can fundamentally shape business outcomes.
The study, titled “Beards Augment Perceptions of Men’s Age, Social Status, And Aggressiveness, But Not Attractiveness”, examined facial hair through a lens that goes far beyond simple aesthetics. The results were reported in the January 2012 edition of Behavioral Ecology journal.
The researchers investigated how beards influence perceptions across two distinctly different cultures: Europeans in New Zealand and Polynesians in Samoa. What they discovered challenges many long-held assumptions about appearance and perception.
Contrary to popular belief, the study found that beards did not necessarily make men more attractive. In fact, across both cultural groups, bearded faces were consistently perceived as older and carrying higher social status. This is not just about looking good. It is about how appearance communicates subtle messages about authority and experience.
For businesses, this research offers a critical lesson about frontline employee interactions. The way an employee looks can significantly influence customer perceptions before a single word is spoken. In other words, a frontline employee communicates even before one opens one’s mouth to say a word.
Consider a bank’s customer service representative. A clean-shaven employee might be perceived differently from one with a well-groomed beard. Facial hair does not just change physical appearance—it communicates subtle signals about maturity, experience, and potentially even authority. I am yet to find out from the banking fraternity in this country what its current stance is on the sporting of facial hair by male banking professionals.
More intriguingly, the study revealed that bearded faces displaying aggressive expressions were rated significantly more aggressive than the same faces when clean-shaven. This suggests that facial hair can amplify emotional and communicative signals. In customer-facing roles, this becomes critically important.
A customer service representative’s appearance can unconsciously set the tone for an entire interaction. This is to say that what a clean-shaven frontline employee might get away with, a bearded colleague might not be lucky enough to do so. The beard—or lack thereof—becomes part of a complex communication toolkit that extends far beyond verbal communication.
Businesses have long understood the importance of dress codes and professional appearance. However, this research suggests that the nuances go much deeper than simply looking neat and presentable. It is about understanding how appearance communicates complex social signals.
For training programs focused on customer experience, this means going beyond traditional communication skills. Employees must understand that their physical presentation is a form of communication in itself. Every detail—from facial hair to posture—sends a message.
In industries with direct customer interactions—think banking, hospitality, retail—appearance management becomes a strategic consideration. It is not about enforcing rigid appearance standards but understanding the subtle psychological mechanisms at play.
The research challenges simplistic views about attractiveness and professionalism. A beard does not make someone more or less attractive in a universal sense. Instead, it becomes a nuanced communication tool that varies across cultural contexts.
This applies equally to other aspects of physical appearance. Tattoos, hairstyles, and glasses—each becomes a potential communication channel that can influence customer perceptions. The key is understanding these signals rather than making blanket judgments.
For global businesses operating across different cultural contexts, the implications are even more significant. What communicates authority in one culture might be perceived differently in another. Training programs must become culturally intelligent, understanding these subtle perceptual differences.
Customer experience is no longer just about what is said. It is about a holistic understanding of communication that includes verbal and non-verbal signals. Appearance becomes another layer in this complex interaction.
Businesses should not view this as a call for uniformity. Instead, it is an invitation to develop more nuanced, culturally sensitive approaches to employee presentation. It is about understanding that professionalism is not a one-size-fits-all concept.
For managers designing customer interaction strategies, the message is clear. Invest in training that goes beyond traditional communication skills. Help employees understand how their entire physical presentation communicates complex social signals.
Technology and digital interactions are changing customer experiences. But human interactions remain fundamentally driven by deep-seated psychological mechanisms. Understanding these can give businesses a significant competitive advantage.
The future of customer experience lies in this holistic understanding. It is about recognising that every interaction is a complex dance of verbal and non-verbal communication. Appearance is not just about looking good—it is about effectively communicating competence, authority, and approachability.
As businesses continue to evolve, those who understand these subtle communication mechanisms will be best positioned to create meaningful, impactful customer experiences. It is not just about what you say—it is about the entire package of how you present yourself.
In the end, great customer experiences are built on understanding—understanding not just customer needs, but the complex psychological mechanisms that shape human interactions.
Appearance becomes another powerful tool in creating those exceptional moments of connection. If one intends to serve customers and still be a proud member of the bearded gang, it is important for the one and his employers to know what sporting that full beard comes with.
