Executive Briefing

What’s up with ‘opt-out of Mother’s Day’ emails?

Also: Apple’s new podcast subscriptions, and the brilliant flatness of “International Netflix Generic.”

Mother's Day opt-out emails

I — and likely many of you — started to get a new format of email newsletter from brands recently: The opt-out-of-Mother’s-Day-offers offer.

Three arrived in a row on Wednesday morning, from Fly By Jing, Aesop, and Pineapple Collaborative. One more showed up today from Away.

Each had a similar sentiment: Mother’s Day (and Father’s Day) can be a difficult day for many people, for personal and different reasons. So if you’d rather not get any themed commercial emails from us leading up to the day, we’d be happy to remove you from those campaigns without losing you as a general subscriber.

This struck me as fascinating, as companies increasingly become brand publishers with personalities, forced to balance their commercial needs and editorial desires with fast-changing cultural norms and expectations.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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