Would you consider "wingman" a sexist term?

You live and learn. I honestly wouldn't have thought twice about it but it would seem I am a bit out of touch. My reply was genuine though - naive, possibly, but not faux naive .

I have definitely heard of it in the pulling sense, but would not automatically consider it derogatory. So for example if I was out with a single friend (whether male or female) I could imagine saying it in a joking way. However, having said that, I would not be friends with people who would use "wingmen" in the PUA sense so maybe I am just naive!

Although I agree - what the hell is the connection to coffee?

I'd think 'someone who's got your back', which is the context in which I use it. Not that I use it often. The last time I did it was joking with a mate, when I noticed that she'd got her period (in a light coloured skirt). I'd like to have a more female appropriate term, but wingwoman doesn't really roll of the tongue.

I just don't like "blokiness" . I'm sure most blokes don't either.

I'll subscribe to this.

In fairness, I've always understood it to just mean a mate that you go on the pull with. I can well believe that PUA twats use it too to refer to someone whose role is to isolate the 'target', but I don't think that's the main usage. In my experience most men either aren't aware of PUA types on consider them to be sad bastards.

Some men do like being blokey and some don't but do it to fit in. It's like me in my old job pretending I gave a shit about handbags, baking, crafts and people's children. It's a way of fitting in.

I find in any group you get a dominant person I'm not just talking alpha male just someone that takes the lead. That one persons behaviour can have a big influence. My sister is a live wire her influence on social gatherings is substantial.

I would think Top Gun.
I have heard women talking about men a bit like this though infrequently. I mix with a very wide variety of people

I think it has both meanings, the "got your back" one and the PUA one. I'm fairly sure Pact mean the first one and they were going for a word which sounded "cooler" than guide or supporter.

No. I've never heard women use this tactic. It's very objectifying and dehumanising.

It's a PUA thing and definitely sexist.

The wingman's job is to separate the targeted woman from her friends so that the other guy can have her to himself to work on.

The wingman's reward is to get laid by one of her less desirable friends.

Like the fat friend is the reward for helping someone get laid.

NEVER heard women talking like this.

Fia - Top Gun - so did I and first time round ....

I'm going with icky / cheesy

It made me think of Top Gun - I had no idea about the pulling buddy thing!

It's just a bit cheesy.

Two things -

1.   My great (insert relative here) was in the RAF - would never have thought of "wing man" as anything other than the chap (and in those days it was a chap realistically) as the person who flew at 4 o'clock and looked after you. And I think that is what they are rather hamfistedly  trying to do  with their marketing.  Although I do have a connection now with a young woman who was a military pilot so times they are a changing. Clearly you and others on here think of the term "wing man" differently. I quite like <strong>Aints</strong> post . Why not just email them back Op and ask them what they mean by Wing Man ? 
   

Either, they won't care - or it might make them think.

2. Ground coffee ? 2 weeks old ? Why not beans

Interesting thread - thank you.

I've never heard of the pick-up thing, I also thought it was an Air Force thing from back in the day when women wouldn't have been active. So I wouldn't see it as sexist as such, plus Ashley may well be a man!

I think I'd just ignore it. The message is confusing and there are better arguments to get involved with

I am old enough to think of wingman in the air force terms, not the picking up one. On balance I would say it is odd as a marketing ploy but, perhaps, heartening, that they didn't think of the pick up thing. (Ie why would you as a purveyor of coffee stand by whilst someone got better coffee - it doesn't make sense). Rightly or wrongly, I think they are using it in a "we've got your back" type way.

Ok. When I was a young woman it most definitely was a sexist term- do women use it too now?

We do.

The use of it in a pickup sense is definitely sexist and a bit cringey / unpleasant. But I've no idea why it's being used by a coffee company. Bizarre.

It's very cringe worthy but not really a sexist issue.

It's an originally reasonable term which has been adopted for use in slightly dubious circumstances, but if it's used in a third circumstance that could equally refer back to its origins then I'd let it go. It's not like "pimp my X" which is always referring back to prostitution and always unacceptable in a professional context.

I think it's inappropriate because of the pulling thing.
bert can you pm me the thread you've been doing good work on? I always enjoy your POV

I would think 'sidekick' would be better. Similar connotations without the gendering.

I thought this was about those vile PUAs. In that case, it is most definitely sexist.

If Ashley is a guy, I don't see a problem with wingman used for ... uh, coffee-related support, but if Ashley is a woman, then it should be wingwoman, obviously.