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- 🌹 Beyond the red roses
🌹 Beyond the red roses
Let's think twice about the Valentine's Day narrative
VerĂłnica Lawson Vilches
February 09, 2024
The newsletter that explores the art of storytelling, effective communication strategies, and the everyday impact we can create 🧚‍♀️
đź‘‹ Buongiorno, Bonjour, Hola, Hello
Love is in the air đź’•
It’s easy to call Valentine’s Day the “Hallmark Holiday” used by marketing execs to monetise our emotions… and it’s a holiday that is gaining traction worldwide. As I sit here in Italy talking about the differences of how each country celebrates the holiday with my friends and loved ones, there does seem to be something in common:
Most brands use it to make money instead of having empathy with the diverse sentiments of their consumers.
To be brave is to love someone unconditionally, without expecting anything in return. To just give.
In this edition we will be setting the record straight on…
1. 🌹 Going beyond the red roses
2. 🎙️ LinkedIn audio event
3. 🗞️ News
🌹 Going beyond the red roses
As brands, our words carry heavy weight, and during Valentine’s Day, the impact is even more significant.
It’s important to be mindful of our messaging, acknowledging that many are probably very happy to celebrate this day… and other’s may be struggling.
Studies show that connection is the new currency… and empathy is a big part of that.
Valentine’s Day is emotionally charged for many. When brand’s approach their Valentine’s Day marketing with a broader scope, diversity, and more empathy, I believe it’s a powerful way that can drive consumer loyalty.
You never know who may have just lost a loved one, who may be going through an abusive relationship, who may have just broken up a relationship that meant so much to them… there are many reasons to love this holiday, and many reasons for people to despise it.
And in today’s age, it feels like there’s no way of getting out of brand messaging around the holiday - with ads popping up on our feeds, Netflix’s choices on romantic comedies to watch, and ads scattered across video channels and T.V.
Ways to connect
Have inclusive narratives
🌹 Don’t just consider romantic love - dive into the broader idea of connection, self-love, friendship, and familial bonds.
Support mental health and well-being
🌹 Many can feel isolated on this day, navigating difficult relationships or feeling lonely. Promote self-care, resilience, and seeking support.
Use gender-neutral language
🌹 Stay away from gender stereotypes and traditional romantic clichés, be inclusive when it comes to your marketing.
Last but not least…
Make sure to send your family and friends who may be having a rough time today a message of appreciation. We never know how much that can mean. ❤️
🎙️ LinkedIn audio with Michael Glassock
Michael Glassock and I will be sitting down today to talk all about how to build your own personal brand.
Today at 4 p.m. CET / 3 p.m. GMT / 10 a.m. EST
See you there? đź‘€
🗞️ Verónica’s news
🗺️ The Bayer foundation has come out with a white paper that “delves into the landscape of entrepreneurship in the Global South,” with a focus on the challenges faced by female business owners.
🇬🇧 February 5-11th is Sexual Abuse and Sexual Violence Awareness week in the UK - it’s a time to raise awareness around a difficult topic and provide opportunities to have discussions.
🇪🇺 According to the Center for Research on Energy and Clean Air (CREA), the EU’s CO2 emissions from burning fossil fuels have dropped.
✊ The EU court of Justice has ruled that gender-based violence can be reason for asylum.
The impact of words extend far beyond the page.
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Have a good weekend!
