The holidays can be a time of joy, connection, and reflection — but they’re also rife with manipulative marketing tactics that leave audiences feeling fatigued and distrustful. At Facet 58, we believe brands have a unique opportunity to cut through the noise by embracing authenticity and putting people before profits.
Here’s how you can create genuine connections and avoid the pitfalls of holiday manipulation.
Tell Honest Stories
In the age of digital transparency, audiences can sniff out insincerity faster than ever. Instead of trying to shoehorn your brand into the holiday spirit, share stories that naturally align with your mission. Highlight your team, customers, or community and how they embody the values of the season.
For instance, instead of a standard “buy more” campaign, focus on the impact your brand has made. A fitness studio might share stories of members who’ve achieved personal milestones, while a sustainable brand could spotlight customers adopting eco-friendly holiday practices.
Ditch Manufactured Urgency
We’ve all seen it: “LAST CHANCE! LIMITED TIME ONLY!” plastered across holiday sales campaigns. While scarcity can drive conversions, overusing it erodes trust. If your sale genuinely ends at midnight, say so. But don’t fabricate urgency to pressure your audience.
Instead, position your offer as an opportunity, not a deadline. A more honest approach like “Our best prices of the season — no pressure!” fosters goodwill and repeat customers.
Align With Purposeful Causes
The holidays are a time of giving back — but consumers have grown wary of performative charity campaigns. If your brand supports a cause, ensure your contributions are significant, transparent, and aligned with your values.
For example, rather than vaguely stating, “Proceeds go to charity,” be specific: “10% of every purchase will help fund clean water initiatives, with a goal of reaching 10,000 families this season.” Sharing updates about the impact reinforces trust and positions your brand as a true partner in change.
Focus on Connection, Not Conversion
The holidays offer a unique opportunity to deepen relationships with your audience. While sales are important, creating meaningful connections builds loyalty that lasts far beyond the season.
Offer value through content that inspires, entertains, or educates. A local coffee shop might share recipes for holiday drinks, while a financial planning firm could provide tips for stress-free holiday budgeting. Not everything needs to come with a sales pitch.
Respect Your Audience’s Intelligence
Savvy consumers can see through manipulative or overly sentimental marketing. Treat them as partners, not pawns. Be upfront about your promotions and avoid over-sanitized imagery that feels disconnected from real life.
Highlighting authenticity — even if it’s imperfect — can resonate deeply. Share behind-the-scenes holiday prep or showcase employees’ quirky traditions. Realness is relatable.
Stand for Something
If your brand has a clear mission, don’t shy away from using it to guide your holiday messaging. This might mean taking a stand against excessive consumerism or encouraging more mindful giving.
For example, a brand rooted in sustainability could encourage customers to gift experiences over products, or a tech company could advocate for digital detoxing during family time. Messaging like this positions your brand as thoughtful and forward-thinking.
Celebrate Inclusivity
The holiday season is rich with diverse traditions, and acknowledging that diversity makes your brand more inclusive and relatable. Instead of centering campaigns solely on Christmas, celebrate a variety of holidays and customs.
Inclusivity in your messaging demonstrates respect for all customers and strengthens your brand’s appeal.
Ask, Don’t Assume
Use the holidays as an opportunity to listen to your audience. What matters most to them this season? Invite feedback through polls, social media conversations, or customer surveys.
Showing how their input shapes your future initiatives builds trust and reinforces a sense of community.
Embrace Imperfection
Gone are the days of picture-perfect holiday ads. People crave realness, and brands that embrace imperfections will stand out. Show the mess behind the magic — whether it’s a failed cookie recipe in your team’s holiday bake-off or the chaos of setting up your office tree.
Humanizing your brand makes it more approachable and relatable, strengthening your audience’s emotional connection.
Let Authenticity Guide You
The holidays don’t have to be a time of flashy gimmicks and manufactured sentiment. By focusing on honest storytelling, genuine connection, and purposeful action, your brand can make a meaningful impact — both this season and beyond.
At Facet 58, we help brands craft campaigns that resonate and stand the test of time. If you’re ready to communicate authentically, let’s start a conversation.
Want to learn more about how we can help?