Mother's Day Paves the Way for Empathy Marketing

This time of year, Mother’s Day and Father’s Day translate as opportunities for brands to push advertising initiatives and capitalize on the gifting sentiment. But there’s a topic of conversation that pertains to the subject that remains overlooked. For consumers who have lost parents, have strained relationships with parents, or who long to be parents, these celebrations can feel like a painful reminder. According to a new consumer poll, 1 in 5 consumers indicated they’d like the option to opt-out of Mother’s Day communications. This begs the question: Who’s responding to this ask?

As these Hallmark holiday take on new meaning, brands including Parachute, Etsy, and Aesop are proving their relevance by acknowledging that this occasion isn’t always one associated with happy memories. I recently received this email from Parachute and was beyond impressed with the initiative.

While it’s not the first time the concept of empathy marketing has surfaced, we see once again how imperative it is for brands to lean in to consumer insights and demonstrate an understanding of the people who purchase their product. These types of initiatives augment a whole new level of consumer loyalty, so brands ought to lean in and listen up.