Major corporations, such as Kroger, Levi’s, and DoorDash, are taking a considerate approach to Mother’s Day by sending “trigger warnings” to their customers. These brands are allowing individuals to opt-out of receiving emails that may cause distress during this sensitive time. The trend originated during the pandemic, as companies wanted to avoid reminding customers of the loss of their loved ones. However, this practice has now become commonplace.
For instance, Levi’s reached out to customers this year, acknowledging that Mother’s Day might evoke complex emotions and memories. They offered an opt-out option for their Mother’s Day content to ensure their customers’ well-being and alignment with their personal vibes. Similarly, Kroger-owned Fry’s Food Stores introduced the option to opt-out of Father’s Day messaging, recognizing that these holidays can be sensitive for some individuals. This proactive approach demonstrates a commitment to understanding and respecting customers’ unique circumstances.
Although these emails do not explicitly explain why these holidays can be sensitive, experts suggest that they may serve as painful reminders for individuals facing bereavement, fertility issues, or complicated family relationships. However, conservative critics argue that the corporations are being overly-sensitive or even “anti-family,” pointing to the presence of LGBT flags on their websites. On the contrary, many individuals on social media appreciate this initiative, recognizing that family and fertility issues affect people across the political spectrum.
Megan McArdle, a Washington Post columnist, suggested that social media platforms should also consider avoiding potentially upsetting reminders for those who have recently experienced loss. She called attention to the disconnect between being bombarded with ads for weddings after mentioning the word once, but then continuously encountering Mother’s Day ads after a recent loss of a parent.
These corporations have received positive feedback regarding their considerate approach. In 2021, luggage brand Away reported that over 4,000 subscribers chose to opt-out of Mother’s or Father’s Day emails. This practice of sending trigger warnings began in the UK, with British florist Bloom & Wild being the first to send such emails in 2019. The positive response to this approach prompted a Member of Parliament, Mark Warman, to suggest that if other companies followed suit, it could alleviate the anxiety associated with these holidays for many individuals.
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