The approach of Mother’s Day brings a wave of emotion for many, but for those who have lost their mothers, struggled with strained family ties, or faced fertility challenges, the holiday can feel inescapably painful—made worse by relentless marketing campaigns that flood inboxes and stores with reminders of maternal bonds. Recent personal accounts, such as the widely shared story in Business Insider by a grieving daughter, have sparked renewed calls for brands to make it easier for individuals to opt out of emotionally triggering promotional materials ahead of Mother’s Day. Advocates argue that such compassion is not only a matter of kindness but of inclusivity—a lesson with broad resonance in Thailand’s own evolving commercial and cultural landscape.
Mother’s Day, observed in Thailand on August 12 to honor the Queen Mother, is a deeply symbolic celebration across the nation. School children prepare garlands of jasmine, families gather in tribute, and businesses promote gifts targeted at celebrating mothers. Yet, for a growing portion of the Thai public—those coping with bereavement, infertility, or complicated family dynamics—the commercialized tide heralding this holiday can deepen feelings of isolation or grief. Global brands like Etsy, Book of the Month, and publishers such as Hachette have begun to address this by allowing consumers to “opt out” of Mother’s Day email campaigns, a move that has brought relief and positive feedback, as articulated in the Business Insider article businessinsider.com.
International research supports this approach. A 2023 study published in the Journal of Consumer Psychology highlights that emotionally charged holidays can trigger psychological distress for individuals in mourning or emotional distress, exacerbated by unsolicited reminders from marketing campaigns (link). The phenomenon, known as “holiday-triggered emotional distress,” has gained recognition in mental health literature, with experts recommending that commercial entities consider the emotional context of their audience.
E-commerce leader Etsy was among the first to implement an opt-out feature for Mother’s Day emails, prompting a wave of gratitude among users who appreciated the chance to avoid painful reminders. In Thailand, similar sentiment is rising. Consumer feedback forums and social media platforms increasingly host conversations calling on local businesses to offer the same sensitivity, especially for holidays that touch on familial themes, including Father’s Day, Children’s Day, and other significant observances. One leading marketing analyst from Thailand’s top university noted, “It’s not merely about refraining from sending an email—it’s about recognizing your customer’s full humanity and the diversity of their lived experience. Brands that show empathy and responsiveness build loyalty that statistics cannot measure.”
Despite the progress made by some international entities, most brands—Thai or foreign—yet lag behind. Data collected by the Thailand Consumer Council in 2024 found that out of 50 major online retailers active in the kingdom, fewer than five offered any form of opt-out for emotionally charged holiday promotions. This gap is especially stark given the importance of digital marketing in Thailand, where LINE, Facebook, and email remain the backbone of consumer engagement (thairath.co.th). As one mental health professional from Rajanagarindra Institute commented, “Repeated emotional cues around holidays can compound grief or trauma. The simple act of providing an opt-out respects an individual’s healing process and fosters a healthier digital environment.”
Globally, awareness of grief-sensitive marketing is growing. Experts such as Dr. Susan Pollak, Harvard Medical School faculty member, stress in published interviews that “small gestures—like a simple opt-out click—can ease suffering for many, without affecting the enthusiasm of others who still wish to celebrate” (Harvard Health Blog). Thai clinicians echo this perspective, particularly as mental health becomes a rising focus both at the national health ministry and among the general public. Current figures from the Department of Mental Health suggest depression and anxiety disorders affect at least 1 in 10 Thais, amplifying the impact that well-intentioned but poorly targeted commercial messages can have.
Mother’s Day marketing also touches the experience of Thai women who face fertility challenges. According to the Thai Society of Reproductive Medicine, nearly 15% of Thai couples report difficulties conceiving (bangkokpost.com). For these families, celebratory messaging about motherhood often feels unintentionally exclusionary. In recent years, advocacy groups have circulated open letters to major Thai brands urging greater sensitivity, particularly surrounding key national holidays.
The call to action for Thai businesses is supported by emerging evidence that offering opt-outs does not diminish engagement among the broader customer base. Data released by a major UK retailer in 2024 found that after implementing a universal opt-out for both Mother’s and Father’s Day promotions, overall sales remained steady, while customer satisfaction scores improved significantly, especially among customers aged 25 to 40, a demographic known for valuing empathy in brand interactions (marketingweek.com). Thai marketers are watching these trends, with several major retailers said to be piloting similar systems for upcoming holidays in 2025.
Thai cultural context further highlights the need for sensitivity. The importance of “kreng jai” (เกรงใจ), or considerate restraint toward others’ feelings, is deeply ingrained in Thai society. Integrating opt-out mechanisms for emotionally sensitive occasions reflects this values-driven approach, aligning commercial practice with long-held societal norms. A leading cultural studies expert from Chulalongkorn University commented, “Brands that respect kreng jai signal that they are not just profit-driven, but also committed to social harmony.”
The future may bring a broader adoption of opt-out features for not only Mother’s Day but for any holiday with the potential to cause anguish—Father’s Day, Valentine’s Day, anniversaries, or events tied to family roles. For Thai businesses, adopting these international best practices signals a readiness to engage a global audience and, crucially, to attend more carefully to the emotional lives of their customers. Digital marketing platforms such as LINE, Facebook, and Instagram already have the technical infrastructure to make opt-out processes seamless—what is missing is the will to prioritize consumer well-being.
For Thai business owners and brand managers seeking to act, the recommendations are clear: Conduct a review of all automated holiday campaigns; make “opt-out” options clearly available at the start of the holiday season; train customer service teams to respond empathetically to requests; and communicate, both internally and externally, that inclusivity and sensitivity are top priorities. For Thai consumers, the onus is to use available feedback channels—social media, official brand contacts, or consumer associations—to request these changes, ensuring the message reaches the board rooms where marketing strategies are made.
To foster a more compassionate digital marketplace, Thailand must embrace the global trend toward grief-sensitive and inclusive marketing. Opt-out features are simple to implement, yet their benefits—emotional relief, loyalty, and societal goodwill—are profound. As Mother’s Day and other emotionally charged holidays approach, let brands and institutions across the nation remember the healing power not only of remembrance, but of respect.