Mother's Day Marketing

Bloom and Wild leads ‘thoughtfulness’ opt-out movement


By John Glenday, Reporter

March 2, 2020 | 3 min read

Bloom & Wild has expanded upon last year’s Mother’s Day email opt-out campaign with The Thoughtfulness Movement, a mission to bring like-minded brands together in a spirit of placing the customer first with messaging that is more tailored to their needs.


Bloom and Wild leads ‘thoughtfulness’ opt-out movement

Among the first to sign up is Wagamama which has vowed to follow in Bloom & Wild’s footsteps by offering opt-outs to potentially sensitive marketing messages, placing recipients in the driving seat of what they do and do not receive.

Last year this allowed customers to opt-out of email reminders but this year things will be taken a step further with those who opt-out seeing no mention of Mother’s Day on the website either when logged in, including the homepage, navigation menu and product pages.

Such considerations fit within a broader narrative at the florist, which wants people to display greater cognisance of the wellbeing of others, particularly the role small gestures can play in conveying feelings of affection, happiness and gratitude to friends and colleagues.

Aron Gelbard, Bloom & Wild co-founder and chief executive, said: “At Bloom & Wild our customers are at the centre of everything we do. Mother’s Day is, of course, really important to us and many of our customers but also a sensitive time for many. Offering our customers the ability to opt-out of our Mother’s Day marketing communications allowed us to make the time of year that little bit easier for some. With The Thoughtful Marketing Movement, we hope to grow a community of brands committed to thoughtful marketing. We are delighted to see a number of great brands joining the movement.”

This approach will see real people and moments celebrated in a series of videos promoted on social media together with charity partnerships with Women’s Aid and Tommy’s.

Mother's Day Marketing

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