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Arnold on ethical marketing

Happy...opps don't mention Christmas you might upset a religious minority. 

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Remember when companies sent Christmas cards? Now they just send 'Season Greetings'. But now even Christmas – or should that be seasonal - ads are under attack.

I have recently heard a few interesting tales of boardroom discussion that centred on “should we mention Christmas in our ads? Would this offend other religions?”

One marketing manager of a well known retailer was concerned that as a lot of Asians shopped at their stores they may be offended with the word ‘Christmas’ and boycott their shop. "Lets use ‘this winter’ in our ads," he nervously suggested.

This is based on what knowledge or insight? None. In fact there is no evidence at all that other religions or consumer groups that are offended by the use of the word Christmas. Just as we respect our religious festivals so do other religions respect Christian ones.

Thankfully, another director of the company told him to “stop being a spineless idiot.” Thank God (or whatever your greater being is) for Australians. As Charles Handy says, “common sense is not very common.”

In a PC world gone mad a small minority of Daily Mail reading liberals believe that by celebrating Christmas as a Christian festival we may upset other religions. We are not sure which ones, we are just told by Mrs church going middle aged, middle England that there’s a small possibility and therefore we must make Christmas ‘religious neutral’. Of course it offends millions of Christians in the process.

A Muslin leader recently slammed these PC meddlers for being racist. "Why do they blame us?" he commented. "They portray us as people who hate their religion, we do not . We find it highly offensive that you are portraying us in a way that incites hatred towards us." He's right.

Christmas is traditionally a Christian festival, fact but it's not an exclusive event. And just as more and more of us are joining in other religious festivals, so the lines between religions are becoming blurred.

The good news for marketing departments is that there is no real problem using Christmas in your ads. The only thing anyone would find offensive about your ads is when you start running them early in late October.

Published Nov 30 2007, 12:12 PM by CHRIS ARNOLD

Comments

by Tom Ashby
November 30, 2007 11:59 AM
 
are you sure you mean Daily Mail reading liberals? does such a creature exist?
 
 
by DD ...
November 30, 2007 12:43 PM
 
There are two separate discussions here. Firstly, the fear of upset that the British media thrives on, which is fast becoming a weak national trait. Secondly, going out for a pizza and sitting next to a Christmas Tree before the clocks went back.
 
 
by kerry ritz
December 4, 2007 10:06 AM
 
Hiopefully we will not descend to level of our American friends where they have dispensed with Christmas parties--instead they all have "holiday parties". Even though I am not Christian I enjoy celebrating Christmas as much as my Christian friends, although religion no longer seems to be much of a factor! WE will continue to have our Christmas drinks, our Christmas party and our Christmas lunch! And, not being Christian I am not offended by any reference to Xmas! In fact I think the use of
 
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Arnold on ethical marketing

Ethics is the fastest growing area of marketing. From green campaigns to greenwash. It's hot. It's complicated. And most companies get it wrong.
 

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CHRIS ARNOLD

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Arnold on ethical marketing

Member since: 03 Jun 2008

Last login: 19 Nov 2009

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