It is undeniable that being a mother is considered one of the most challenging "professions" in the world. A mother can be a teacher, carer, mentor, manager and even best friend all at the same time. Despite this, we often take our mums for granted and it often takes Mother's Day for us to focus on showing them our gratitude. Modern consumer society has turned Mother's Day into an opportunity to surprise our mums with gifts such as flowers, cards, perfume or bags. But what is the story behind this day, and how does it influence our consumer behaviour? The answer lies in the guilt we feel.
The history of Mother's Day and the link to consumer behaviour
Mother's Day is a holiday celebrated in many countries around the world and is dedicated to commemorating and honouring the role of the mother. The origins of Mother's Day go back a long way, but its modern form originated in the United States. It was Anna Jarvis who created Mother's Day in 1908 to pay tribute to her late mother Ann Reeves Jarvis, a dedicated social activist and philanthropist. Anna Jarvis not only wanted to honour her own mother, but also to raise awareness of the importance and contributions of all mothers in society.
The first official Mother's Day celebration took place on 10 May 1908 at the Andrews Methodist Episcopal Church in Grafton, West Virginia. This celebration, which was Anna's initiative, was the beginning of a campaign to declare Mother's Day a bank holiday. It didn't take long for her efforts to bear fruit, and in 1914 President Woodrow Wilson declared the second Sunday in May as the official Mother's Day in the United States. With the recognition of Mother's Day, however, its commercialisation also began. Florists, greeting card manufacturers and other businesses quickly recognised the economic potential of the holiday. They began to advertise products and services specifically tailored to Mother's Day. Mothers were offered flowers, cards, chocolates and other gifts to express their love and appreciation.
Anna Jarvis was very concerned and unhappy about this because she felt that the true meaning of Mother's Day was being lost. She wanted to create a day of quiet reflection and remembrance where people would remember their mothers and recognise their sacrifices and achievements. Instead, she saw Mother's Day become a day of consumerism and profiteering. Anna fought against this commercialisation and tried to stop people from falling for the marketing strategies. Despite her efforts, she could not withstand the economic incentives and the changes in society. Mother's Day increasingly became an occasion where material gifts took centre stage and the original idea of a contemplative celebration faded into the background.
The role of guilt on Mother's Day
In our modern society, marketing that specifically triggers feelings of guilt has contributed to a change in consumer behaviour on Mother's Day. Feelings of guilt are strong emotions that can make us feel obligated to perform certain actions or make certain decisions. In marketing, these emotions are often specifically triggered to boost sales of products and services. On Mother's Day, this tactic is particularly effective as many people fear that they may disappoint their mums if they don't provide appropriate gifts or gestures of appreciation.
One example of guilt-triggering marketing on Mother's Day is advertising campaigns that emphasise the hard work and sacrifices of mothers. These campaigns convey the message that mothers deserve special recognition for their tremendous efforts and dedication (which is correct) and suggest that purchasing a particular product or service is an appropriate form of appreciation (which is not necessarily correct). As a result, many people feel obliged to buy expensive gifts or make elaborate plans to make their mum happy on Mother's Day.
Changing consumer behaviour on Mother's Day by triggering feelings of guilt has negative effects. Firstly, it can lead to the true purpose of Mother's Day, which is to appreciate and recognise the role of mothers, taking a back seat. Instead of focusing on the personal connection and individual needs of mothers, material gifts and comparison with others take centre stage. Secondly, this behaviour can lead to increased financial pressure as people feel obliged to buy expensive gifts to counteract their feelings of guilt. This can be particularly problematic for those who have financial difficulties or are on a tight budget. The focus on consumerism on Mother's Day can lead to people falling into debt or making financial sacrifices to meet expectations fuelled by marketing campaigns and social media.
Thirdly, the focus on material gifts on Mother's Day can detract from the personal relationship between mother and child. Rather than focusing on time together, loving words or gestures of affection, which are of much greater importance to many mothers, the emphasis on gifts can make the day less sincere and personal.
To counteract these negative effects, it is important to be aware of how guilt influences our consumer behaviour on Mother's Day and to make conscious choices about how we want to celebrate this special day. Instead of being driven by marketing campaigns and social norms, we should focus on what our mums really value and what means the most to them. It is also helpful to recognise the role of guilt in our own behaviour and question whether it is an appropriate trigger for our choices. By reflecting on our motivations and values, we can celebrate Mother's Day in a more honest and personal way, based on the needs and desires of our mothers, rather than the expectations of society and the guilt they generate.
In summary, guilt-triggering marketing has significantly changed consumer behaviour on Mother's Day, shifting the focus to material gifts and social comparisons. By being aware of these tactics and focusing on the individual needs and desires of our mothers, we can show them our sincere gratitude and create a deeper connection that goes beyond mere consumption.