February 9, 2022
Most people are no strangers to the massive amounts of marketing emails sent around holidays. For some, these emails simply make it to the delete folder without a second thought, while for others, they can be a stark reminder of sad times. There is a growing movement from retailers calling for more thoughtful marketing around sensitive occasions like Valentine’s Day, Mother’s Day, and Father’s Day.
BU Today sat down with Barbar Bickart, Associate Professor of Marketing, to discuss whether this movement is here to stay or just a temporary fad.
“Allowing opt-out for certain holiday pitches could help marketers in the goal of fostering a deeper loyalty with consumers. Providing this option could suggest to consumers that the brand really does care about their well-being.”
Barbara Bickart
Associate Professor of Marketing