Latest news with #BloomWild
BBC News
13-06-2025
- Business
- BBC News
Father's Day grief: Have opt-out emails become a marketing tool?
In recent years, some companies have started offering the option to opt out of emails related to sensitive occasions like Father's Day. But for those grieving, the flood of opt-out messages can feel just as intrusive, raising the question - is this genuine empathy or just clever marketing? I joined the "Dead Dad Club" in 2020, when I lost my father to vascular dementia. The first few years were when UK florist Bloom & Wild became the first brand to offer an option to stop emails about big calendar dates like Mother's Day and Father's Day, it felt like a rare moment of genuine first, messages like "Prefer not to get our Father's Day emails?" seemed thoughtful - but as more companies copied the idea, the emails started piling year, my inbox has received more messages about avoiding Father's Day than actual Father's Day adverts. Julie Lamont, a grief counsellor at Butterflies Bereavement Support in Eastleigh, Hampshire, believes the original intent behind opt-out emails was positive."I think the concept is lovely, it comes from compassion and understanding which is something we don't normally see in a commercial environment," she since more companies have adopted the idea, she said the gesture now felt like a "marketing ploy"."What started out as a wonderful, thoughtful thing from Bloom & Wild has turned into something that has become tortuous for people who are coping with loss." Rather than offering comfort, she said, the unsolicited emails could act as painful reminders and leave people feeling powerless over how they navigate their grief."In dealing with loss we need to feel that we have a modicum of control," she said."And if that is questioned... we feel totally manipulated." Jumping on the bandwagon Bloom & Wild's co-founder Aron Gelbard said the idea for opt-out emails came directly from customers, who asked if they could be excluded from receiving emails about Mother's 2019, the flower company became the first to contact customers directly, offering opt-outs for sensitive occasions."We expected there to be some uptake, but the uptake was overwhelmingly positive — we had 17,000 customers opt out within the first 24 hours."Despite concerns it might hurt sales, Mr Gelbard said customers actually ordered more at other times of the year because they viewed the company more positively. Bloom & Wild went on to launch the Thoughtful Marketing Movement - a campaign encouraging other businesses to follow as brands with no relevance to Mother's Day began adopting the idea, Mr Gelbard said it started to lose its authenticity."It felt like businesses were starting to jump on the bandwagon… and it was starting to look a little bit performative."He also noted the volume of opt-out emails landing in inboxes had become overwhelming, with people getting tens, even hundreds, of the messages every 2024, Bloom & Wild decided to stop sending opt-out emails. Instead, they now offer a preference centre on their website where customers can choose to mute emails about occasions like Mother's Day, Father's Day, Valentine's Day, and Grandparents' Day."But we don't message people about any one occasion specifically," Mr Gelbard added. Vikki Randles, a marketing expert from Reading, Berkshire, said the approach was about showing empathy by putting the customer first - but agreed it only worked when used appropriately. "It has to be authentic," she said."If you're selling a product that's relevant to Father's Day gifting then yes, it's a responsible thing to do. "But if you're selling, for example, children's toys - which aren't necessarily connected to Father's Day - then I would question their motives."Despite losing her own dad eight years ago, Ms Randles said she usually did not opt out of Father's Day emails, as she still buys gifts for her husband on behalf of their children."Sometimes I think companies are damned if they do, damned if they don't," she added. While it has been five years since Dad died, each Father's Day still carries a quiet weight for me, as it does for so many others. As brands try to balance empathy with engagement, perhaps the most meaningful gesture is simply allowing people the choice to opt for silence. If you - or someone you know - has been affected by grief or bereavement, you can find information and support at BBC Action Line. You can follow BBC Hampshire & Isle of Wight on Facebook, X (Twitter), or Instagram.
Daily Mail
05-06-2025
- General
- Daily Mail
How your dad says he loves you... without uttering those three words
It seems that fathers are not as good as mums at telling their offspring they love them. But researchers say they show their affection in rather more practical ways. These include lending cash, offering a taxi service and manning the barbecue, a poll found. Overall, 85 per cent of both men and women said their father is the first port of call when they need something. Most Britons say it's the small things their dad does – which also include making cups of tea or taking their cars to be fixed – that shows they truly care. The research, from flower delivery service Bloom & Wild, found one in three (33 per cent) say helping out with a much-needed emergency cash injection shows that dads care. The list of dad's love language gestures includes giving advice on practical things – such as which car to buy (22 per cent) – or looking after the grandchildren (22 per cent) and helping put up shelves or flat-pack furniture (19 per cent). Bringing you a cup of tea (29 per cent), taking your car to get fixed (20 per cent), mowing your lawn (15 per cent) and standing with you at the barbecue (17 per cent) are other key ways many dads continue to show love to their adult children, according to the 2,000 surveyed. The respondents to the survey said their top memories of their fathers included buying them sweets (41 per cent) and giving lifts to friends' houses (40 per cent). Jo Reason of Bloom & Wild which commissioned the poll to mark Father's Day next Sunday, said: 'We can see from the survey that dads express their love in ways that aren't always loud, but they are always meaningful. 'That's why, this Father's Day, we are celebrating the quiet, everyday acts of care that make dads special.' Some 91 per cent agree that, as they get older, they came to realise that their father was right about most things. The same percentage will be buying a present and card for their dad this Father's Day. This research was conducted by Perspectus Global last month.
