In September 2002 IKEA launched its advertising campaign Wohnst du noch oder lebst du schon? Are you still just living somewhere, or are you really living? In 2016 the Schwarz Group, which runs the Lidl and Kaufland chains, ended the formal Sie. In the same year the head of the Otto Group, Hans-Otto Schrader, offered the du to some 53,000 employees, as a verbal starting signal for a culture-change project. Wer die Vorstände duzen will, der kann das tun. Whoever wants to say du to the board members can do so. Since 2020, Aldi Süd has addressed its customers with du. At the HypoVereinsbank in Munich, the du is optional. Employees who welcome it add #gernperDu to their e-mail signature.