There’s something about Mother’s Day that always feels a little… conflicted.
On the surface, it’s a day wrapped in pink ribbons and flowers — a calendar moment for gift guides and brunch specials, sales and sentimental slogans. It’s become one of retail’s most predictable beats: a chance to push curated gifts and ready-made gratitude.
But underneath the commercial noise, there’s something far more delicate going on.
Motherhood — in all its forms — is deeply personal
It’s layered and complex. For some, it’s a day of warmth and celebration. For others, it’s bittersweet. There are mothers who are no longer here. There are people who are longing to become mothers. There are families stitched together in unconventional, beautiful ways. And no one-size-fits-all message can hold all of that.
And yet… marketers keep trying.
To be fair, the best ones get it right. Not by selling harder, but by telling better stories. By showing the quiet strength of mothers, the everyday moments of care, the humour, the chaos, the deep, unwavering love that doesn’t always photograph well but never fades.
When brands tell real stories, people feel seen
Sometimes, they even forgive the price tag on the candle.
But here’s the truth we need to hold onto: Mother’s Day was never meant to be a retail event. It’s a storytelling one.
It’s a chance — maybe the only one some of us take — to say the things we often leave unsaid. To turn everyday memories into meaningful messages. To write the card, send the message, or make the call that simply says: I love you. I see you. I remember.
If you’re lucky enough to have a mother — or someone who’s mothered you — the greatest gift you can give isn’t found on a shelf. It’s found in your words.
Marketers, by all means, share stories that honour mothers but let’s not forget that the most powerful storytelling doesn’t come from a brand — it comes from us.
So this Mother’s Day, let’s all become storytellers. Because in the end, the most meaningful gift a mum could receive is to know what she means — in your own, imperfect, honest words.
That, truly, is everything.
