How brands can spread a message of yuletide unity this year

As Christmas approaches, something magical happens in many homes across the nation, festive lights go up and seasonal music can be heard. 

But walk down any street in the UK and you’ll find there are always one or two houses that remain quiet and unadorned. And that should be no surprise.  

That’s 8.3 million people for whom Christmas advertising had less relevance. 

We are an incredibly culturally diverse nation. According to Statista, around nine percent of the UK population said they wouldn’t be celebrating Christmas in 2023, with three percent saying they ‘didn’t know’ if they would. 

That’s 8.3 million people for whom Christmas advertising had less relevance and who may have been preparing for other cultural holidays. 

So, how can we make sure the joy of Hindu, Islamic and Jewish celebrations –  Diwali, Eid and Hanukkah respectively – are not drowned out by the unrelenting strains of Slade’s 80s hit Merry Christmas Everybody, as brands gear up to spend a possible £9.5bn on festive advertising [that was the 2023 spend, which was up 4.8 per cent from 2022]? 

Along with the discord, we also witnessed incredible kindness as communities came together. 

This year has been turbulent to say the least, and we have seen marked divisions, particularly, around the issue of immigration, leading to heightened tensions, with protests and riots breaking out in various cities. 

And yet, along with the discord, we also witnessed incredible kindness as communities came together, with many local leaders, activists, and residents working to bridge divides, and recognise the importance of unity. 

Food retailers have already made great strides to embrace different cultures, emphasising shared values and belonging and featuring diverse cultures in their advertising.  

Above: Tesco were one of the first to recognise different cultures with their Food Love Stories and Ramadan celebrations.

Asda also released 150 new product lines last year in 150 of their stores. 

Brands have collaborated with local communities to celebrate other cultural moments like Ramadan and Chinese New Year, as well as offering new product ranges, with traditional dishes now inspired by different cultures. But is there a bigger role they could play? 

There is more that connects us than divides us. 

Right now, in the wider world, in the midst of wars and polarising US elections, we are constantly told how divided we are. But this news story isn’t the only story – there is more that connects us than divides us. 

We spend so much time focusing on our differences, but we have much in common as human beings. Think about how similar our hopes and dreams are for our families. 

Christmas advertising highlights people enjoying family dinners, sharing gifts, and showing kindness. Which is what Diwali, Eid, and Hanukkah are about, too.   

At their heart, these celebrations are also about coming together, sharing joy and love. So why aren’t we talking about this more?  

We have the power to write those stories, create those campaigns, and change the stories. 

 Can brands change the narrative? Well, advertising has a huge influence on how we see the world. Certain ads from the John Lewis playbook have evoked emotions and spread messages along the theme of generosity.  

But imagine if we expanded that vision. Imagine if the ads we saw during holiday season didn’t just focus on Christmas but embraced all of our UK celebrations. Not just as a token gesture, but with the same emotional depth and meaning as we’ve seen in Christmas campaigns over the years. 

Sainsbury’s legendary 2014 spot Christmas is For Sharing referenced the WW1 festive truce between German and British soldiers on the front line, 100 years previously. 

We have the power to write those stories, create those campaigns, and change the stories, using advertising as both an entertainer and an educator. 

We can’t just hold a mirror up to nation, pop a famous music track on it and say job done. 

We could use this opportunity to expand understanding and respect for each other’s different cultures on a deeper, human level.  

Every brand wants to be distinctive and win Christmas by tapping into an emotion, so of course we can’t just hold a mirror up to nation, pop a famous music track on it and say job done. (Although some advertisers do). 

We have to stir emotions more profoundly. Sainsbury’s 2014 Christmas campaign with the Royal British Legion showed German and British soldiers stopping for a game of football on New Years Eve. A superb example of hope and unity.