With Mother's Day approaching, it's likely that your campaign is already underway.

But a recent think-piece up on Embedded suggests that nobody knows how to post about the occasion – especially not brands. 

The pressure for marketing to be all-inclusive has resulted in a flood of pre-campaign emails seeking to reassure those who may feel triggered by the holiday, perhaps because their mother has died. This inadvertently means consumers are bombarded with reminders of their loss.

So lately, some brands have been sending emails in advance, acknowledging that the day may be difficult, and offering the option to opt out of promotions related to Mother's Day. 

While these efforts are well-intended, author Leah Carroll — whose mother was killed when she was a child — says that these brand messages are counterproductive because they reinforce the idea that talking about the deceased is taboo. Instead, she believes that Mother’s Day provides a rare opportunity for people to talk openly about their deceased parents.

Quoting Carroll:

You can't opt in and out of grief. It’s not like opting out of brand emails is going to stop you from grieving your mom on Mother’s Day.

In general I’m a fan of sincere acknowledgment of other people’s pain. Which is why people like me, and the brands in my inbox, shouldn’t attempt to stifle it.

Images: Embedded