Christmas past, Christmas present
Four months ago
Traditions and rituals form the framework of society, whether they are cultural, spiritual or behavioural – our identities are based on the customs and conventions of our communal and personal histories, many of them practised by our ancestors over hundreds of years.
Our traditions reflect our values, our beliefs and our aspirations. They also allow us to connect with and stay connected to those we share them with – our family, our colleagues, our clients, our customers and our communities.
As we are constantly faced with articles such as ‘You Will Lose Your Job to a Robot – and Sooner Than You Think’ and ’Is Technology Killing Us?’, our links to the past help us to mitigate the uncertainty of the future.
In the lead up to Christmas this year, whether we believe in it as a religious holiday or a retail conspiracy, there is a definite return to the traditions of days gone by – sending hand-written Christmas cards, baking festive goodies and hand-making Christmas decorations are all experiencing a come-back.
According to Pinterest, there has been a 135% increase in online searches for DIY Christmas decorations in the last 12 months alone.
While it’s true that these activities are directly aligned with current consumer trends of personalisation, health and wellness, and sustainability, they are also distinctly at odds with the global rise in digitisation, mass production and consumer waste.
From a retail perspective, using hand-written signage and point of sale collateral can set your brand apart from your competitors and help you to stand out in a cluttered shopping environment.
From a personal perspective, hand-making Christmas cards for your loved ones to accompany the gifts you bought online, and decorating the Christmas table with bespoke, recyclable Christmas bon bons provide a unique, personal touch that is often missing in the chaos of gift-giving on Christmas day, despite the dollar value of the gifts that change hands
Regardless of all the technology that surrounds us, it’s the people and the traditions that give our lives meaning at this time of year. If you do celebrate Christmas, let’s try and make it more meaningful this year than ever before.
What we also love during this holiday period
As a brand that champions fairness and equality, The Body Shop hopes to inspire both men and women to fight gender norms, both during the festive season and beyond with their subversion of the traditional perceptions of Mrs Claus.
The #buyfromthebush campaign encourages us to buy Christmas gifts from drought-affected businesses and to support independent retailers.