‘Sensitive’ companies offer Father’s Day email opt-out
SHOPS are asking customers if they would like to opt out of Father’s Day emails in case they are triggered by the occasion.
After years of bombarding customers with promotions and product offers to mark the event, companies are now taking a more sensitive approach to avoid upsetting people who are grieving or have difficult relationships with their family.
The approach was pioneered by the flower company Bloom & Wild, which first asked customers if they wished to opt out of Mother’s Day marketing in 2019, and a number of retailers, including Boots, Oxfam, Moonpig and Nkuku, have now followed suit.
An Oxfam Shop spokesman said: “We know certain times of the year can be difficult for many people, so we want to give you the option to opt out of any upcoming emails we have around Father’s Day.”
Boots said: “Father’s Day is on its way and we know it can be a sensitive time for some of us.”
It comes after the issue was raised in the House of Commons a couple of years ago by Matt Warman, the Conservative MP for Boston and Skegness. Drawing on his own experience of losing his parents ten years ago, he called for a voluntary code for advertisers which allows people to opt out of related marketing.
He said: “I know from personal experience the dread that seemingly innocent marketing for Mother’s Day, or indeed Father’s Day, can bring for so many who have lost a loved one.
“While we, of course, want to recognise our appreciation for mothers, small changes by advertisers to allow people to opt out of related communications will make a huge difference for those who find this day deeply painful.”
However, marketing specialists said that some of the changes risked alienating customers. Jessica Bird, a brand strategist, said: “Consumers are increasingly aware that the only meaningful way for a business to show its humanity is through its bottom line.
“More thoughtful, inclusive brands are a positive step – but it doesn’t mean much if the business isn’t committing money or other tangible assets to the changes they appear to stand for.”