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Sensitivity in Seasonal Messaging
We’ve seen a growing number of brands in the last week miss the mark with seasonal messaging, often with the best of intentions. This shows there is still room for more businesses to consider the emotional weight that certain occasions can carry. Events like Mother’s Day, Father’s Day and Valentine’s Day may seem like an easy win for engagement, but when not approached with care, they can unintentionally upset or alienate those going through grief, loss or complex family dynamics.
In today’s brand landscape, thoughtful messaging isn’t just good ethics. It’s good business.
Understanding the Emotional Weight of Seasonal Events
Mother’s Day and Father’s Day, in particular, are emotionally charged times. Not every customer is celebrating. Some are mourning a parent. Others may be navigating estrangement, infertility, or bereavement. A cheerful sales email or social post that reads "Don’t forget Dad!" can land poorly for those in a difficult place.
A study by Think with Google found that while people value brand participation in holidays, relevance and tone are key to engagement. When customers feel unseen, they disengage—or worse, turn away.
Examples of What to Avoid
Overly cheerful blanket statements such as “Celebrate all the amazing dads out there!”
Sales-heavy language like “Get 20% off for Mum—because she deserves it”
Automated scheduling that posts messages without checking real-world events or context
These approaches can feel hollow, even triggering, for audiences in grief or emotional turmoil. Instead of increasing sales or engagement, they can damage your brand’s emotional credibility.
What Brands Should Be Doing Instead
Offer opt-outs for emails around difficult holidays. Bloom & Wild’s opt-out email campaign set the standard for this approach and earned widespread praise (Campaign Live).
Use inclusive language like “Thinking of you this Father’s Day, however you spend it.”
Share empathy-led content. A post that recognises both joy and pain invites broader emotional connection. Hootsuite suggests leading with storytelling over promotion.
Design with tone in mind. Avoid overly bright or cartoonish visuals for days with emotional weight. Subtle, respectful design choices speak volumes.
Listen to your audience. Monitor replies, comments, and feedback. Brands like Innocent Drinks succeed because they’re not only playful, they’re present.
Small Shifts, Big Impact
Sensitivity in seasonal messaging is not about walking on eggshells. It is about acknowledging that your audience is diverse, and not every holiday brings celebration. This mindset shows that your brand sees the whole human, not just the sale.
As more consumers favour values-led brands, being emotionally intelligent in your messaging can be the difference between being remembered and being ignored. For more on building emotionally aware brands, HubSpot and Buffer offer helpful insights.
Conclusion
Seasonal messaging should connect, not just promote. By being thoughtful, inclusive, and emotionally aware, you not only build trust but strengthen your brand’s long-term relationship with its audience. And in today’s crowded digital space, that kind of connection is priceless.