HOW (UN)SUSTAINABLE IS THE HOLIDAY SEASON?

The holiday season is upon us, or in marketing slang -the time of giving.

New Year's campaigns, promotions and discounts are already in full swing, emphasizing the (brightest) side of the coin - family, togetherness, love and respect, usually expressed with small and large gifts as signs of affection.

Actually, the side wrapped in decorative paper.

But what are we left with in the end, when we finish unwrapping the last layer of that glittery package and untie the festive tulle bow in one fell swoop?

Whether we like to admit it or not, the fact is that many beloved holiday traditions are bad for our planet. Or rather - unsustainable. Surplus plastic packaging from decorative bags and gifts, food leftovers thrown away from holiday tables - these are some of the aspects that we easily (and justifiably) lose sight of during this period, without asking ourselves if there is an equally generous and benevolent alternative. Both for us and for our environment.

It was precisely this insight that the Norwegian Post Office, Posten Norge, used for its New Year's campaign, managing to draw attention to itself, deservedly and with reason, by addressing another important social problem. What gives her that right, one might ask?!

Well, the (not small) fact that it is among the top 10 Norwegian companies that have reduced CO2 emissions in accordance with the Paris climate agreement.

So, first actions, then words. And then, the campaign.

This time, in the center of the plot, we have an allegorical and stormy romance between Father Christmas and Mother Nature, through which all the (nonsense) contradictions that are present when it comes to climate change and (holiday) consumption are shown in a very warm, beautiful and receptive way .

Although both in a common mission - to provide children with what they want and what they think will make them the happiest, the protagonists actually represent two polar opposites.

While Father Christmas intends to bring them as much joy as possible through gift giving, it is Mother Nature who perceives excessive consumption as problematic, wondering if she will have anything to leave, or to give, to future generations.

As it usually happens in life, and especially in complex (love) relationships, it is the differences in crucial life attitudes that bring the stone of discord, even to those who seemed to have the most promise, leaving us to wonder:

"Is love enough to save us all?"

In addition to cheerleading to them all the time and hoping for a happy ending, we can't shake off the feeling of anxiety because of the paradox that is becoming more and more obvious and loud, and which it seems we are not (yet) ready to approach in the right way.

Because the solution to their (love) problems, as well as our existential problems, is found in small steps, careful compromises and finally in openness to a radically new way of life that may not resemble the "traditional" one we are used to.

Therefore, it is primarily a matter of changing the form, not the essence.

Thus, about changing our consumer habits in the direction of finding more creative and sustainable ways to satisfy holiday consumerism needs. With whom we still show love and respect - both according to tradition, our loved ones, but also to the (mother) Nature.

Therefore, if it is a gift, let it be purposeful and lasting.

If it's a purchase, let it be conscious and reasonable.

And what if it's a New Year's marketing campaign?

Let it be socially responsible.

 Author: Vesna Buljan, Junior Copywriter

Source: https://www.youtube.com/watch?v=cRM5PpsAH4g&t=30s&ab_channel=Posten