It is a constant puzzle why politicians labelled a meaningful part of the economy as ‘non-essential’. Was this a convenient way for the policy makers to differentiate between supermarkets and everyone else, or was this where ‘policy wonk speech’ got out of control? Either way, it is just clumsy – who wants to be non-essential; or when is one person’s non-essential another person’s essential? It is also now clear that If we are to get out of this recession, the non-essentials will be an essential part of leading the way out. A reminder to us all that collective names used to simplify actions in a crisis need longevity. One thing we are sure of is, Winston Churchill, one of our finest wordsmiths and a hero of our Prime Minister, would have found a more elegant way to describe the non-essentials.