Sometimes, the best marketing is no marketing at all. Sometimes heartfelt gestures of gratitude engender respect and a deeper connection by reminding ourselves, our customers and our neighbors that we are all in this together.
Be sure to check out the videos at the bottom of this article.
In a couple of weeks here in the United States, we’ll observe Thanksgiving Day – a day first observed in 1789 according to a proclamation by our first president, George Washington. The Thanksgiving holiday we continue to celebrate was established by Abraham Lincoln during the Civil War and made into law by Congress in 1941.
Thanksgiving, the act of giving thanks – of being grateful – is a profound act. In an article titled “Why Gratitude Is Good”, Robert Emmons, a leading scientific expert on gratitude, argues that gratitude has two key components.
“First,” he writes, “it’s an affirmation of goodness. We affirm that there are good things in the world, gifts and benefits we’ve received.”
In the second part of gratitude, he explains, “we recognize that the sources of this goodness are outside of ourselves. … We acknowledge that other people—or even higher powers, if you’re of a spiritual mindset—gave us many gifts, big and small, to help us achieve the goodness in our lives.”
For me as an individual, gratitude means enthusiastically acknowledging my Creator as the author of all good things. It also means contemplating the gifts I have received and the lessons I have learned from people who have shaped my life and colored my journey.
As a marketing professional, I believe gratitude is best expressed in the ways we think about, interact with, and serve our customers. If gratitude is, as Mr. Emmons suggests, an “acknowledgement that other people…gave us many gifts to help us achieve the goodness in our lives.” Then companies who embrace gratitude have a powerful incentive to “pay it forward”, to deliver superior products and experiences.
If a company honestly and deliberately internalizes the conviction that the goodness it has experienced is the result of gifts from others – its customers, its employees, shareholders and partners – how do you suppose it would affect the way the company communicates with and serves those same people?
Personally and professionally, an Attitude of Gratitude is for me the best way to approach business and the business of life. As we approach this season of thanks, my best wish for you is gratefulness that lasts all year long.
Speaking of the season of thanks…today, I was exposed for the first time to what has become a holiday tradition in Great Britain, television commercials (adverts there) by UK retailers John Lewis and Sainsbury’s.
For 2014, these companies have created very different stories, but each evokes shared experiences of love and brotherliness that reflect the good will of the season. For me at least, these wonderfully well-produced commercials remind me of all I have to be thankful for. Enjoy.
Sainsbury’s 2014 Christmas advert
John Lewis’ 2014 Christmas advert
Do you do business with a company that really seems to be thankful for your business? How does that affect your experience? How does your company express gratitude?