It's undeniable that motherhood is considered one of the most challenging "professions" in the world. A mother can be a teacher, caregiver, mentor, manager, and even a best friend all at once. Yet we often take our mothers for granted, and Mother's Day is often the time when we focus on showing them our gratitude. Modern consumer society has turned Mother's Day into an opportunity to surprise our mothers with gifts like flowers, cards, perfume, or bags. But what is the story behind this day, and how does it influence our consumer behavior? The answer lies in the guilt we feel.
The history of Mother's Day and its connection to consumer behavior
Mother's Day is a holiday celebrated in many countries around the world to commemorate and celebrate the role of mothers. Mother's Day dates back a long way, but its modern form originated in the United States. It was Anna Jarvis who established Mother's Day in 1908 to pay tribute to her late mother, Ann Reeves Jarvis, a dedicated social activist and philanthropist. Anna Jarvis wanted to not only honor her own mother but also raise awareness of the importance and contributions of all mothers in society.
The first official Mother's Day celebration took place on May 10, 1908, at Andrews Methodist Episcopal Church in Grafton, West Virginia. This celebration, which stemmed from Anna's initiative, marked the beginning of a campaign to declare Mother's Day a national holiday. It wasn't long before her efforts bore fruit, and in 1914, President Woodrow Wilson declared the second Sunday in May as the official Mother's Day in the United States. However, with the recognition of Mother's Day also began its commercialization. Florists, greeting card manufacturers, and other businesses quickly recognized the economic potential of the holiday. They began promoting 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 deeply concerned and unhappy about this because she felt 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 acknowledge their sacrifices and achievements. Instead, she saw Mother's Day becoming a day of consumerism and profiteering. Anna fought against this commercialization and tried to prevent people from falling prey to the marketing strategies. Despite her efforts, she could not withstand the economic incentives and changes in society. Mother's Day increasingly became an occasion where material gifts took center 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, guilt-inducing marketing has contributed to changing consumer behavior on Mother's Day. Guilt is a powerful emotion that can lead us to feel obligated to perform certain actions or make decisions. Marketing often deliberately triggers these emotions to boost sales of products and services. This tactic is especially effective on Mother's Day, as many people fear disappointing their mothers if they don't have appropriate gifts or tokens of appreciation.
An example of guilt-mongering in Mother's Day marketing is advertising campaigns that emphasize the hard work and sacrifices of mothers. These campaigns convey the message that mothers deserve special recognition for their tremendous effort 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 obligated to buy expensive gifts or make elaborate plans to please their mother on Mother's Day.
Changing consumer behavior on Mother's Day by triggering feelings of guilt has negative effects. First, it can lead to the true purpose of Mother's Day, which is to appreciate and recognize the role of mothers, being pushed into the background. Instead of focusing on the personal connection and individual needs of mothers, material gifts and comparison with others take center stage. Second, this behavior can lead to increased financial pressure, as people feel obligated to buy expensive gifts to counteract their feelings of guilt. This can be particularly problematic for those experiencing financial difficulties or whose budgets are restricted. The focus on consumerism on Mother's Day can lead people to fall into debt or make financial sacrifices to live up to the expectations fueled by marketing campaigns and social media.
Third, focusing on material gifts on Mother's Day can undermine the personal relationship between mother and child. Instead of focusing on the time spent together, loving words, or acts of affection that are of far greater importance to many mothers, the focus on gifts can make the day less sincere and personal.
To counteract these negative effects, it's important to be aware of how guilt influences our consumer behavior on Mother's Day and to make conscious decisions about how we want to celebrate this special day. Instead of being guided by marketing campaigns and social norms, we should focus on what our mothers truly value and what means most to them. It's also helpful to recognize the role guilt plays in our own behavior and question whether it's an appropriate trigger for our decisions. By reflecting on our motivations and values, we can celebrate Mother's Day in a more honest and personal way, one based on our mothers' needs and desires, rather than society's expectations and the guilt they create.
In summary, guilt-tripping marketing has significantly altered Mother's Day consumer behavior, placing a greater emphasis on material gifts and social comparison. By being aware of these tactics and focusing on our mothers' individual needs and desires, we can show them our sincere gratitude and create a deeper connection that goes beyond mere consumption.
