{"id":120179,"date":"2026-05-09T04:00:00","date_gmt":"2026-05-08T18:00:00","guid":{"rendered":"https:\/\/timesnewsgroup.com.au\/bellarinetimes\/?p=120179"},"modified":"2026-05-06T21:15:11","modified_gmt":"2026-05-06T11:15:11","slug":"when-celebration-meets-sensitivity-the-changing-face-of-mothers-day-marketing","status":"publish","type":"post","link":"https:\/\/timesnewsgroup.com.au\/bellarinetimes\/news\/when-celebration-meets-sensitivity-the-changing-face-of-mothers-day-marketing\/","title":{"rendered":"When celebration meets sensitivity: the changing face of Mother&#8217;s Day marketing"},"content":{"rendered":"<p>MOTHER&#8217;S Day is a time of celebration for some and sorrow for others, and as inboxes fill with gift ideas, floral offers and heartfelt reminders, some companies have turned to opt-out options in an effort to be more sensitive.<\/p>\n<p>But is it a genuine act of compassion, or simply another marketing strategy? Does it have the desired impact on those whom it is targeting?<\/p>\n<p>For Torquay mother Steph Plant, the answer is not entirely straightforward.<\/p>\n<p>Four years ago, Steph experienced her first Mother&#8217;s Day without her mum, Helen. It was also Steph&#8217;s first Mother&#8217;s Day as a mum to her son, Freddie.<\/p>\n<p>&#8220;It was kind of a day of mixed emotions,&#8221; she said. &#8220;I would have loved my mum to be around for my first Mother&#8217;s Day.&#8221;<\/p>\n<p>Steph said the lead-up to the day can often be harder than the day itself, with marketing appearing everywhere from inboxes to shop displays and social media.<\/p>\n<p>While she has used opt-out features in the past, she said the gesture does not always take away the emotional sting.<\/p>\n<p>&#8220;It is still mentioning it,&#8221; she said. &#8220;So you&#8217;re still bringing it to the forefront \u2013 I&#8217;m still getting an email from you talking about Mother&#8217;s Day.&#8221;<\/p>\n<figure id=\"attachment_186664\" aria-describedby=\"caption-attachment-186664\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-186664\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2026\/05\/ScreenshotMilligramE_43848_tn-scaled.png\" alt=\"\" width=\"600\" height=\"382\" \/><figcaption id=\"caption-attachment-186664\" class=\"wp-caption-text\">Companies like Milligram offer a chance for customers to opt-out of Mother&#8217;s Day-related marketing.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Ahmed Ferdous, professor of marketing at Deakin University, said Mother&#8217;s Day evolved from much broader traditions of care, activism and memorial before becoming one of the most commercial occasions on the calendar.<\/p>\n<p>&#8220;Mother&#8217;s Day started as a day of appreciation and memorial,&#8221; he said, noting its modern history is closely linked to American social activist Anna Jarvis.<\/p>\n<p>Jarvis, who is often credited as the founder of Mother&#8217;s Day, advocated for a day of recognition for mothers to be observed around the anniversary of her own mother&#8217;s death.<\/p>\n<p>In later years she pushed back against its commercialisation.<\/p>\n<p>Florists, greeting card companies and retailers quickly shaped the day into a major shopping event, Professor Ferdous said, with the occasion now fitting the definition of a &#8220;ritualised consumption occasion&#8221;.<\/p>\n<p>In his view, opt-out messaging reflects a broader shift in marketing towards personalisation and inclusion.<\/p>\n<p>&#8220;It is a very timely perspective of ensuring that marketing is more inclusive,&#8221; Professor Ferdous said. &#8220;It takes into account the different range of emotional appeals.&#8221;<\/p>\n<figure id=\"attachment_30038\" aria-describedby=\"caption-attachment-30038\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-30038\" src=\"https:\/\/static.timesnewsgroup.com.au\/prod\/uploads\/sites\/2\/2026\/05\/StephPlant-NBARNES-5_43823.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><figcaption id=\"caption-attachment-30038\" class=\"wp-caption-text\">Many people are inundated with Mother&#8217;s Day marketing, however the day itself did not originate as a commercial holiday. Photo: Nyah Barnes.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>Steph agreed there is value in acknowledging that the day can be painful for people for a variety of reasons.<\/p>\n<p>Although Mother&#8217;s Day content often floods social media platforms in May, Steph said seeing some of these more vulnerable conversations online can help people feel less alone.<\/p>\n<p>&#8220;I think it&#8217;s nice to remind people that those around them, for whatever reason, it might not be the easiest day,&#8221; she said. &#8220;I appreciate when people share those sorts of things.&#8221;<\/p>\n<p>Professor Ferdous said brands are increasingly trying to balance sales with credibility, authenticity and emotional storytelling, particularly in the digital age, where companies can better target messages to individual needs.<\/p>\n<p>Whether companies are doing it purely to drive sales or genuinely responding to consumers&#8217; needs is something consumers are increasingly questioning, he said.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>MOTHER&#8217;S Day is a time of celebration for some and sorrow for others, and as inboxes fill with gift ideas, floral offers and heartfelt reminders, some companies have turned to opt-out options in an effort to be more sensitive. But is it a genuine act of compassion, or simply another marketing strategy? Does it have [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/timesnewsgroup.com.au\/bellarinetimes\/news\/when-celebration-meets-sensitivity-the-changing-face-of-mothers-day-marketing\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":247,"featured_media":120180,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[],"post_folder":[],"class_list":["post-120179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>When celebration meets sensitivity: the changing face of Mother&#039;s Day marketing - Bellarine Times<\/title>\n<meta name=\"description\" content=\"Explore the shift in Mother&#039;s Day marketing sensitivity and whether brand opt-out features offer genuine compassion or a sales strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/timesnewsgroup.com.au\/bellarinetimes\/news\/when-celebration-meets-sensitivity-the-changing-face-of-mothers-day-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When celebration meets sensitivity: the changing face of Mother&#039;s Day marketing - 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