It really depends on the industry and the role, doesn't it? When I waited tables, I called everyone, men, women, children, babies, service animals, "Durlin." If I knew their names, of course I used them. But that was not the norm. Nobody ever minded, in fact, I think it helped people feel cared for. It's a really normal practice in that industry to call everyone pet names.
I'm a manager now in ag, and I call everyone their chosen names. Someone likes to go by their last name. Some of the team have nicknames they gave me permission to use. But I also have big nurturing mom energy, and sometimes they come to me with personal stuff or with big feelings or with stuff loosely related to work + sometimes I ask them if they need a hug and sometimes they say yes, and sometimes I say something instinctive like, "Oh hon," when they tell me their big sad story. Sometimes I send them home to rest or cry. Technically appropriate? Probably not. But when the gang say what they love about this workplace, they frequently reference they feel like they matter to us (the management team), and mention specifically that they can come to us with anything.
I can totally see that addressing men colleagues in the workplace as Handsome could become an issue, same as I could see how men calling women colleagues Babe or Cutie is problematic. But... again, totally depends on the industry and the role. Is it my style? No. But it works for some people, and if this is a customer facing service or sales role, probably best to leave that judgement to a manager or HR.
In general, though whenever we note something going on with a colleague that bugs us personally and causes annoyance feelings in us, those annoyance feelings are our problem and thing to deal with. Whenever you point a finger, you have three pointing back at you. That's a good way to think about workplace issues.
Of course, if someone is doing something destructive or fraudulent or wasteful of company resources, absolutely all day long mention to management.
And maybe that's what you need to do here. If it bugs you, mention it to the manager, and they will make a decision about whether to address it.
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