Confessions of a CMO: Why I’m opting out of the 'Mother’s Day circus'

I’ve spent my career in the think-tanks and 'war rooms', sat through the brainstorms where we discuss how to capture the hearts of our guests, and leverage emotional triggers to drive revenue over special moments and occasions.

Here’s my confession.

Every time a Mother’s Day promo hits my personal inbox, I don’t feel honoured. It actually feels targeted. As a mother who lives life at 120km/h (sometimes more), balancing work, family, raising a child, being a wife and daughter, I’m officially calling time-out on the Mother’s Day specials.

Shouldn’t every day be Mother’s Day?

I have the same thoughts for Valentine's Day and Father's Day.

The fundamental problem with Mother’s Day marketing is that it’s a performance. It’s a 24-hour window where society and brands pretend that a scented candle or a 15% discount on a floral arrangement is a fair trade for the invisible, relentless labour of motherhood.

More than a promo code

We treat Mother’s Day like a tactical peak period to be conquered. We look for that white space in our consumer’s mind, hoping to fill it with a tear-jerker video that ends with a logo.

Now, as a mother, I see the void. If you’re only "celebrating" me in May, you don’t actually see me. You see a demographic, a wallet. You don’t see the woman who is navigating the "mental load" every other Tuesday of the year when a family member is sick, deadlines are looming and groceries haven't been bought.

My philosophy is simple: Every day should be Mother’s Day. That sounds like a greeting card sentiment, but from a marketing perspective, it’s a radical shift. It means moving away from too much "moment-based" marketing and toward "consistency-based" marketing.

If you want my loyalty, don’t give me a promo code in May. Share a product that works every time or to celebrate milestones.

We’ve reached a point where opt-out buttons for Mother’s Day emails are the most innovative thing to happen. Why? Because they acknowledge that the day is fraught.

They acknowledge that for many women, the constant bombardment of "Celebrate mum!" is either a painful reminder of loss or an annoying reminder of societal expectations.

As brands, we should look for authenticity. We should recognise milestones that mean something to individuals. Birthdays should still be a thing because it allows reflection on your last chapter and what lies ahead.

Motherhood isn't a campaign.

This article was written by Adora Sarah Chou, chief marketing officer at GYG Singapore (Guzman y Gomez Mexican Kitchen).