1 00:00:05,280 --> 00:00:05,680 Speaker 1: Kyota. 2 00:00:05,800 --> 00:00:08,800 Speaker 2: I'm Chelsea Daniels and this is the Front Page, a 3 00:00:08,880 --> 00:00:17,360 Speaker 2: daily podcast presented by The New Zealand Herald. The mistletoes hung, 4 00:00:17,720 --> 00:00:21,000 Speaker 2: the bells are a ringing, and all through the moles, 5 00:00:21,120 --> 00:00:24,880 Speaker 2: Mariah Carey is singing. It's the same old story told 6 00:00:24,960 --> 00:00:29,800 Speaker 2: year after year of Santa and reindeer and widespread good cheer. 7 00:00:30,080 --> 00:00:32,120 Speaker 2: But look a bit closer and you might see a 8 00:00:32,159 --> 00:00:35,680 Speaker 2: crack in the stronghold Saint Nick has had since way back. 9 00:00:36,240 --> 00:00:39,440 Speaker 2: Where once stood a hero red coat and beard white, 10 00:00:39,880 --> 00:00:44,400 Speaker 2: a sack on his sleigh promising Christmas delight, now stands 11 00:00:44,400 --> 00:00:48,080 Speaker 2: a figure towering six foot too tall, with a coat 12 00:00:48,200 --> 00:00:52,519 Speaker 2: of green fur, a heart two sizes too small. The 13 00:00:52,600 --> 00:00:56,279 Speaker 2: Grinch who stole Christmas is making a play for the 14 00:00:56,320 --> 00:01:00,760 Speaker 2: title of hero. Come this Yule tied day, Old Saint Nick, 15 00:01:00,880 --> 00:01:03,440 Speaker 2: This might not end well. And to give us the 16 00:01:03,480 --> 00:01:10,440 Speaker 2: low down, Doctor Lorna Piati farnl So, Lorna, have you 17 00:01:10,640 --> 00:01:14,160 Speaker 2: noticed more Grinch presents this year? 18 00:01:15,280 --> 00:01:18,520 Speaker 3: I definitely have, But I have noticed a lot more 19 00:01:18,640 --> 00:01:22,400 Speaker 3: Grinch themed merchandise around in this Christmas season. 20 00:01:23,319 --> 00:01:25,800 Speaker 1: This has ranged from all sorts you know, like. 21 00:01:25,800 --> 00:01:31,240 Speaker 3: Of products, from T shirts to matching family pajamas, plushes, 22 00:01:31,920 --> 00:01:36,399 Speaker 3: Christmas tree decorations, you know, very cute Grinch themed ornaments, 23 00:01:36,680 --> 00:01:40,080 Speaker 3: and even a lot of food tins of chocolates, tins 24 00:01:40,160 --> 00:01:43,399 Speaker 3: of cookies with the Grinch on them, and of course 25 00:01:43,560 --> 00:01:47,360 Speaker 3: food lines for children at a very well known first 26 00:01:47,360 --> 00:01:51,800 Speaker 3: food restaurant I know. Here in Auckland, for instance, I'm 27 00:01:51,920 --> 00:01:56,720 Speaker 3: at a particularly quite exciting Christmas New Christmas experience this year. 28 00:01:57,280 --> 00:02:00,320 Speaker 3: Families can choose to have their picture taken there with 29 00:02:00,440 --> 00:02:01,640 Speaker 3: Santa or the Grench. 30 00:02:02,080 --> 00:02:02,920 Speaker 1: So it's not just. 31 00:02:02,920 --> 00:02:05,960 Speaker 3: There, but it's been elevated to the same level of 32 00:02:06,360 --> 00:02:10,120 Speaker 3: you know, Christmas iconicity. At Santa, you can actually have 33 00:02:10,200 --> 00:02:12,160 Speaker 3: it taken with both, you know, like if anyone is 34 00:02:12,200 --> 00:02:16,120 Speaker 3: so inclined. So there's definitely been a spike in the 35 00:02:16,160 --> 00:02:19,520 Speaker 3: ways in which the Grench has been used for marketing 36 00:02:19,800 --> 00:02:23,120 Speaker 3: and merchandise in purposes this Christmas season for sure. 37 00:02:23,960 --> 00:02:26,000 Speaker 2: Well, it's funny that you mentioned that because this is 38 00:02:26,040 --> 00:02:28,560 Speaker 2: where I started my journey, because I got an email 39 00:02:28,639 --> 00:02:32,280 Speaker 2: from a Christmas photo outfit. I believe they're called Enchanted 40 00:02:32,360 --> 00:02:33,840 Speaker 2: Christmas in New Market. 41 00:02:35,120 --> 00:02:36,120 Speaker 1: I was thinking about it. 42 00:02:36,200 --> 00:02:38,000 Speaker 2: Yeah, And so they give you the option of going 43 00:02:38,040 --> 00:02:40,519 Speaker 2: with the center of the Grench or both. I emailed 44 00:02:40,560 --> 00:02:43,239 Speaker 2: them and they said, this is the first year they're 45 00:02:43,280 --> 00:02:45,760 Speaker 2: giving the option. They actually got the idea from the UK. 46 00:02:45,919 --> 00:02:49,680 Speaker 2: It's really popular over there apparently, and bookings sat at 47 00:02:49,680 --> 00:02:53,440 Speaker 2: about thirty percent of Santa So the Grinch of thirty 48 00:02:53,440 --> 00:02:56,600 Speaker 2: percent of Santa when I asked, And groups of adults 49 00:02:56,639 --> 00:02:59,160 Speaker 2: are actually preferring to book a picture with the Grinch. 50 00:03:00,520 --> 00:03:04,880 Speaker 2: I mean, in terms of this situation, I've been scratching 51 00:03:04,919 --> 00:03:07,360 Speaker 2: my head because I too have seen a lot more 52 00:03:07,480 --> 00:03:11,000 Speaker 2: Grinch presence. I've done a survey amongst all of my 53 00:03:11,040 --> 00:03:14,320 Speaker 2: friends with kids. They say, yes, we're not going insane, 54 00:03:15,400 --> 00:03:18,720 Speaker 2: And I was trying to think, well, why why the 55 00:03:18,760 --> 00:03:20,920 Speaker 2: Grinch all of a sudden, have you any idea? 56 00:03:22,200 --> 00:03:22,920 Speaker 1: Well, I think. 57 00:03:24,600 --> 00:03:27,160 Speaker 3: There's a certain appeal to the Grinch for quite a 58 00:03:27,240 --> 00:03:30,720 Speaker 3: few reasons. I think on the one hand, it represents 59 00:03:30,760 --> 00:03:34,760 Speaker 3: a bit of a cheeky and perhaps counterculture view of Christmas. 60 00:03:34,960 --> 00:03:37,280 Speaker 3: You know, of all those Christmas traditions that we're you know, 61 00:03:37,320 --> 00:03:40,120 Speaker 3: we come to know and love. He's quite the opposite 62 00:03:40,240 --> 00:03:42,560 Speaker 3: of Chia in a number of ways. You know what 63 00:03:42,600 --> 00:03:45,800 Speaker 3: we expect of the Christmas season. You know, it's quite 64 00:03:45,840 --> 00:03:49,160 Speaker 3: funny he puts up a bit of a protest against 65 00:03:49,320 --> 00:03:52,320 Speaker 3: the over the top atmosphere of Christmas and the Christmas 66 00:03:52,360 --> 00:03:57,720 Speaker 3: spirit overall. So there is definitely something quite appealing about 67 00:03:57,800 --> 00:04:00,600 Speaker 3: is grinchiness, you know, because some of us may feel 68 00:04:00,640 --> 00:04:04,040 Speaker 3: a bit bahmburg about Christmas and how it's so you know, 69 00:04:04,120 --> 00:04:07,600 Speaker 3: like hyped every year. So there's definitely that appeal as well. 70 00:04:07,800 --> 00:04:09,920 Speaker 3: But I also think as a figure, you know, like 71 00:04:10,000 --> 00:04:12,840 Speaker 3: when we get down to it, the Grench is very relatable, 72 00:04:13,120 --> 00:04:17,400 Speaker 3: you know, character, you know, it's it's quite lonely. Struggles 73 00:04:17,400 --> 00:04:20,560 Speaker 3: with isolation, it struggles with loneliness, it struggles we're having 74 00:04:20,640 --> 00:04:24,840 Speaker 3: meaningful connections at a time when the season tells us 75 00:04:24,880 --> 00:04:28,479 Speaker 3: that we must have those meaningful connections, that this is 76 00:04:28,520 --> 00:04:29,760 Speaker 3: the meaning of the season. 77 00:04:30,520 --> 00:04:30,719 Speaker 1: You know. 78 00:04:30,880 --> 00:04:34,880 Speaker 3: We live in a very hyper technological twenty first century 79 00:04:35,000 --> 00:04:37,839 Speaker 3: where a lot of our lives are in the digital world, 80 00:04:38,120 --> 00:04:40,520 Speaker 3: so the loss of connection is something that I think 81 00:04:41,120 --> 00:04:44,000 Speaker 3: speaks quite loudly to people. So even though the Grench 82 00:04:44,080 --> 00:04:46,400 Speaker 3: of course is not about being online and being on 83 00:04:46,440 --> 00:04:49,560 Speaker 3: the internet, it still has that core idea, you know 84 00:04:49,640 --> 00:04:51,560 Speaker 3: that we can get a little bit lonely at Christmas 85 00:04:51,600 --> 00:04:54,680 Speaker 3: and we can struggle, you know, to make those connections, 86 00:04:55,040 --> 00:04:58,640 Speaker 3: and I think in the end is transformation, you know, 87 00:04:58,720 --> 00:05:02,159 Speaker 3: into an individual school quite lonely, but get Cup comes 88 00:05:02,200 --> 00:05:05,480 Speaker 3: to get you know, like understand the meaning of Christmas. Again, 89 00:05:05,560 --> 00:05:08,680 Speaker 3: it's quite relatable, and I think his story is popular 90 00:05:08,760 --> 00:05:13,120 Speaker 3: precisely because he tuckles themes like loneliness, but also the 91 00:05:13,279 --> 00:05:16,960 Speaker 3: hyper commercialization of Christmas, which is something that you know, 92 00:05:17,200 --> 00:05:21,000 Speaker 3: I think some of us have become quite aware of 93 00:05:21,040 --> 00:05:24,159 Speaker 3: these holidays and is this pushed to buy you know, 94 00:05:24,279 --> 00:05:28,200 Speaker 3: I can produce presents and do something fantastic. Of course, 95 00:05:28,440 --> 00:05:33,599 Speaker 3: having said that, there is probably something quite ironic about 96 00:05:33,600 --> 00:05:37,320 Speaker 3: the fact that the Grinch figure has become so heavily commercialized. 97 00:05:37,640 --> 00:05:39,960 Speaker 2: Yeah. I was going to say, you know, didn't he 98 00:05:40,040 --> 00:05:43,559 Speaker 2: say something like what if Christmas? He thought, doesn't come 99 00:05:43,600 --> 00:05:44,440 Speaker 2: from a store? 100 00:05:44,680 --> 00:05:46,880 Speaker 1: Yet You've got you know, the Jammas And. 101 00:05:47,839 --> 00:05:51,920 Speaker 3: It's intrinsic to the Grinch story, right, So we see 102 00:05:51,920 --> 00:05:55,560 Speaker 3: the errony here of the figure I have become so commercialized. 103 00:05:55,960 --> 00:05:58,520 Speaker 3: But of course, also in terms of why he's appealing, 104 00:05:58,800 --> 00:06:01,160 Speaker 3: we must not forget that the the Grne comes from 105 00:06:01,240 --> 00:06:05,000 Speaker 3: a very beloved Dtor Sue's book, which has been you 106 00:06:05,040 --> 00:06:08,840 Speaker 3: a licence nineteen fifty six, So there's definitely and all 107 00:06:08,920 --> 00:06:12,159 Speaker 3: the film and animated adaptations that have come after, of course, 108 00:06:12,200 --> 00:06:15,560 Speaker 3: and there have been a few. It's humorous, and undoubtedly 109 00:06:15,680 --> 00:06:18,000 Speaker 3: there is a lot of for some of us, at 110 00:06:18,080 --> 00:06:20,760 Speaker 3: least turned up on myself in that group, a lot 111 00:06:20,800 --> 00:06:24,640 Speaker 3: of deep rooted nostalgia that heightens the appeal of the 112 00:06:24,680 --> 00:06:25,960 Speaker 3: Grinch figure with the public. 113 00:06:26,200 --> 00:06:35,839 Speaker 4: Undoubted, every who down in Hoover liked Christmas Salt. 114 00:06:36,240 --> 00:06:38,160 Speaker 1: Bravo Jesus. 115 00:06:39,600 --> 00:06:41,200 Speaker 4: O my Gridge. 116 00:06:41,600 --> 00:06:43,440 Speaker 1: I must thank color. 117 00:06:43,560 --> 00:06:46,680 Speaker 4: Course you could change my entire look on life. 118 00:06:46,720 --> 00:06:47,640 Speaker 5: Warry no. 119 00:06:50,440 --> 00:06:54,440 Speaker 4: Jim carry even if we're horribly mandels faces on. 120 00:06:58,320 --> 00:07:01,480 Speaker 1: Doctor Seu says how the Green Store Christmas? Even if 121 00:07:01,480 --> 00:07:04,280 Speaker 1: I wanted to go my shall, I wouldn't allow it. 122 00:07:04,600 --> 00:07:07,960 Speaker 4: One o'clock while I went self checkstading dinner with me. 123 00:07:08,279 --> 00:07:09,840 Speaker 3: I can't can't kill that again. 124 00:07:11,960 --> 00:07:14,600 Speaker 2: I was surprised to see that it's actually the twenty 125 00:07:14,760 --> 00:07:19,000 Speaker 2: fifth anniversary of the Jim Carrey adaptation that film, So 126 00:07:19,040 --> 00:07:21,360 Speaker 2: I was thinking, well, could that have something to do 127 00:07:21,440 --> 00:07:24,160 Speaker 2: with why we're seeing him especially so much this year, 128 00:07:24,400 --> 00:07:26,600 Speaker 2: or is it just all millennials growing up and having 129 00:07:26,680 --> 00:07:30,200 Speaker 2: kids and you know, exposing their children this new generation 130 00:07:30,400 --> 00:07:31,040 Speaker 2: to the Grinch. 131 00:07:32,120 --> 00:07:34,840 Speaker 3: Why is the end of the twenty fifth anniversary, isn't it? 132 00:07:34,840 --> 00:07:39,240 Speaker 3: That's come around far too quickly for my liking. But undoubtedly, 133 00:07:39,400 --> 00:07:41,920 Speaker 3: you know, the Jim Carrey movie definitely had a very 134 00:07:42,000 --> 00:07:45,400 Speaker 3: generational impact, you know, like for millennials, you or like, 135 00:07:45,480 --> 00:07:48,160 Speaker 3: it was a big Grench narrative of the time. The 136 00:07:48,240 --> 00:07:51,960 Speaker 3: renewed interest in the Grinch came with that movie. But 137 00:07:52,000 --> 00:07:54,400 Speaker 3: I don't think the Jim Carrey movie is the only 138 00:07:54,480 --> 00:07:59,960 Speaker 3: reason why we're witnessing a growth or resurfacing of pop 139 00:08:00,000 --> 00:08:05,160 Speaker 3: popularity of the grenching you know, Christmas merchandise. Certainly the 140 00:08:05,200 --> 00:08:10,320 Speaker 3: items that I've seen of the Grench particularly recalled the 141 00:08:10,440 --> 00:08:16,720 Speaker 3: Doctor Seuss illustrations or even more so the nineteen sixty 142 00:08:16,720 --> 00:08:20,280 Speaker 3: six adaptation, you know, cartoon adaptation, which has become quite 143 00:08:20,520 --> 00:08:21,680 Speaker 3: iconic over the years. 144 00:08:22,080 --> 00:08:24,080 Speaker 1: So I think all these different Grench. 145 00:08:23,920 --> 00:08:27,040 Speaker 3: Narratives and older nostalgia that they brought up at a 146 00:08:27,120 --> 00:08:30,960 Speaker 3: time where the world is not in the most fantastic place. 147 00:08:31,120 --> 00:08:33,200 Speaker 1: Perhaps so some of us. 148 00:08:33,160 --> 00:08:35,600 Speaker 3: May turn to nostalgia, you know, like to make us 149 00:08:35,600 --> 00:08:37,840 Speaker 3: feel a bit better, to share with our family, you know, 150 00:08:37,960 --> 00:08:40,319 Speaker 3: like if we you know, people have children and are 151 00:08:40,440 --> 00:08:43,040 Speaker 3: of that generation where the Grench you know, like got 152 00:08:43,080 --> 00:08:46,520 Speaker 3: a little bit of a boost in the nineties and 153 00:08:46,559 --> 00:08:49,600 Speaker 3: early two thousands. Certainly this is the right time for 154 00:08:49,640 --> 00:08:52,559 Speaker 3: the Grench as a figure to capture the imagination at Christmas. 155 00:08:52,679 --> 00:08:55,920 Speaker 2: It does seem quite strange how a figure, a Christmas 156 00:08:55,960 --> 00:08:59,600 Speaker 2: specific figure has come along and is able to at 157 00:08:59,679 --> 00:09:02,839 Speaker 2: least compete with Father Christmas at the top of the 158 00:09:02,920 --> 00:09:06,640 Speaker 2: leader board when it comes to fictional or non fictional, 159 00:09:11,120 --> 00:09:12,800 Speaker 2: you know, off the top. I mean, should the Easter 160 00:09:12,880 --> 00:09:16,080 Speaker 2: Bunny be worried? I know in Australia we had there 161 00:09:16,160 --> 00:09:19,120 Speaker 2: was a resurgence of the Easter Bilby at one point 162 00:09:19,200 --> 00:09:21,800 Speaker 2: because you know, farmers don't like rabbits on their farms 163 00:09:21,800 --> 00:09:26,040 Speaker 2: and everything. But the Easter Bilby really didn't you know, 164 00:09:26,880 --> 00:09:30,120 Speaker 2: take off, so to speak. Only Australia. Some Australians of 165 00:09:30,120 --> 00:09:33,040 Speaker 2: a certain generation probably know who the Easter Bilby is. 166 00:09:33,800 --> 00:09:35,360 Speaker 1: Do you reckon that there's any other. 167 00:09:35,200 --> 00:09:38,080 Speaker 2: Figures or fictional characters out there that could, you know, 168 00:09:38,200 --> 00:09:40,000 Speaker 2: give other others a run for their money. 169 00:09:40,080 --> 00:09:43,760 Speaker 1: So we're wondering if the Grinch as indeed stolen Christmas 170 00:09:43,840 --> 00:09:44,320 Speaker 1: in more. 171 00:09:44,200 --> 00:09:49,040 Speaker 3: Ways than one, well two parts of this in spite 172 00:09:49,080 --> 00:09:51,960 Speaker 3: of the Grench's popularity that we're seeing this year, this 173 00:09:52,080 --> 00:09:56,120 Speaker 3: incredible resurgence is everywhere. Yeah, all the nostalgia, all the merchandise, 174 00:09:57,160 --> 00:10:00,720 Speaker 3: Santa is very much still there, you know, still very 175 00:10:00,840 --> 00:10:05,400 Speaker 3: much in all the merchandise, is in the shop displays, 176 00:10:05,640 --> 00:10:08,360 Speaker 3: is in the picture opportunities you. 177 00:10:08,320 --> 00:10:10,920 Speaker 1: Know that we can have, you know, like is in 178 00:10:10,960 --> 00:10:13,160 Speaker 1: the adverts. It's Christmas adverts. 179 00:10:13,320 --> 00:10:17,319 Speaker 3: So I don't quite think Santa at least is at 180 00:10:17,360 --> 00:10:22,160 Speaker 3: a risk of losing is thrown as the King of Christmas. 181 00:10:22,400 --> 00:10:27,120 Speaker 3: As for other figures, well that remains to be seen. 182 00:10:27,280 --> 00:10:29,680 Speaker 3: You know, like I'm not sure the Ister Bunny has 183 00:10:30,000 --> 00:10:34,079 Speaker 3: enough competition you know, in popular culture quite yet, of course, 184 00:10:34,559 --> 00:10:37,199 Speaker 3: you know, like there are the Christian traditions, you know, 185 00:10:37,360 --> 00:10:39,679 Speaker 3: like around something, you know, a celebration like Easter, that 186 00:10:39,800 --> 00:10:43,600 Speaker 3: don't necessarily involve the Ister Bunny. So again we've got 187 00:10:43,640 --> 00:10:46,800 Speaker 3: quite a few offshoots. But as far as Christmas is concerned, 188 00:10:47,559 --> 00:10:50,439 Speaker 3: it's quite nice to see a little bit of an alternative, 189 00:10:50,520 --> 00:10:54,520 Speaker 3: different ways, diverse ways of celebrating Christmas and different Christmas 190 00:10:54,520 --> 00:10:57,520 Speaker 3: psychonomic piography is coming into the full ground that are 191 00:10:57,559 --> 00:11:01,200 Speaker 3: not necessarily the traditional you know, narrative that we've been 192 00:11:01,240 --> 00:11:02,959 Speaker 3: known to. This is a sign that you know, people 193 00:11:02,960 --> 00:11:05,560 Speaker 3: are embracing different ways of seeing the world and I 194 00:11:05,600 --> 00:11:06,680 Speaker 3: think that is quite pleasing. 195 00:11:07,000 --> 00:11:10,040 Speaker 2: Yeah, how do you think Christmas marketing has evolved over 196 00:11:10,080 --> 00:11:13,120 Speaker 2: the years and what's like kind of stayed the same 197 00:11:13,200 --> 00:11:14,480 Speaker 2: and what's really different? 198 00:11:15,960 --> 00:11:19,040 Speaker 3: Well, I think Christmas marketing, some aspects of it have 199 00:11:19,200 --> 00:11:21,800 Speaker 3: really changed, you know, has really changed over the years. 200 00:11:22,080 --> 00:11:24,640 Speaker 3: I think we have moved a little bit away from 201 00:11:24,679 --> 00:11:30,120 Speaker 3: the traditional perhaps product you know, material focused campaigns that 202 00:11:30,200 --> 00:11:34,360 Speaker 3: traditionally historically use the print and broadcast media you know, 203 00:11:34,559 --> 00:11:36,719 Speaker 3: like as the primary venue you know, like to. 204 00:11:36,720 --> 00:11:41,280 Speaker 1: Get out there. Two more contemporary and perhaps emotionally and 205 00:11:41,440 --> 00:11:45,120 Speaker 1: values driven marketing that uses a lot more of social 206 00:11:45,200 --> 00:11:48,720 Speaker 1: media and storytelling to create a connection, you. 207 00:11:48,640 --> 00:11:51,280 Speaker 3: Know, like with people, you know with In the end, 208 00:11:51,320 --> 00:11:53,760 Speaker 3: we're still talking about buying, you know, like we're still 209 00:11:53,840 --> 00:11:57,640 Speaker 3: talking about purchasing items, but I think that storytelling aspects 210 00:11:57,640 --> 00:12:00,239 Speaker 3: and that emotional aspects, it has become a lot more 211 00:12:00,280 --> 00:12:04,400 Speaker 3: to marketing that perhaps it has been historically. Now key 212 00:12:04,440 --> 00:12:08,319 Speaker 3: factors that might have influenced this, of course include the 213 00:12:08,400 --> 00:12:11,400 Speaker 3: rise of online shopping. A lot more people do their 214 00:12:11,440 --> 00:12:14,400 Speaker 3: shopping online, so we needed to change, you know, like 215 00:12:14,440 --> 00:12:18,920 Speaker 3: how we create that connection. The use of digital platforms 216 00:12:18,920 --> 00:12:23,040 Speaker 3: for targeted advertising, including platforms such as Instagram that are 217 00:12:23,160 --> 00:12:26,360 Speaker 3: very picture you know, like emotional focused, you know, like 218 00:12:26,440 --> 00:12:31,040 Speaker 3: that emotional response, and of course an evolution in you know, 219 00:12:31,200 --> 00:12:34,520 Speaker 3: campaigns that tend to reflect social values a lot more. 220 00:12:34,960 --> 00:12:39,680 Speaker 3: I think traditionally Christmas marketing as tend to put forward 221 00:12:39,800 --> 00:12:46,560 Speaker 3: a very family, still Christian inspired, family centric narrative, while 222 00:12:46,559 --> 00:12:49,080 Speaker 3: we see our Christmas marketing has become, you know, in 223 00:12:49,120 --> 00:12:51,280 Speaker 3: the digital world, a lot more diverse and a lot 224 00:12:51,360 --> 00:12:56,160 Speaker 3: more inclusive of different experience and experiences and different situations. 225 00:12:56,520 --> 00:13:01,400 Speaker 3: And of course, within that, I think there is the understanding, 226 00:13:01,559 --> 00:13:04,960 Speaker 3: you know, like in the shift that for the majority 227 00:13:05,000 --> 00:13:07,360 Speaker 3: of people, not all, but for a good portion of 228 00:13:07,400 --> 00:13:11,559 Speaker 3: the population, Christmas is a secular experience rather than perhaps 229 00:13:11,559 --> 00:13:15,479 Speaker 3: a Christian one, but still places an emphasis on community, 230 00:13:15,960 --> 00:13:19,520 Speaker 3: on family, on the importance of coming together, and the 231 00:13:19,559 --> 00:13:23,920 Speaker 3: importance of celebrating. So I think Christmas marketing has taken 232 00:13:24,040 --> 00:13:27,520 Speaker 3: all those shifts, social and cultural shifts into account to 233 00:13:27,559 --> 00:13:30,319 Speaker 3: present us with something that is a lot more focused 234 00:13:30,400 --> 00:13:34,560 Speaker 3: on experience rather than the product itself that they're selling. 235 00:13:34,640 --> 00:13:35,719 Speaker 1: Like what is this going to. 236 00:13:35,679 --> 00:13:36,160 Speaker 3: Do for me? 237 00:13:36,720 --> 00:13:39,119 Speaker 1: On do this to create memories? 238 00:13:39,200 --> 00:13:42,040 Speaker 3: You know, the idea of creative memories is very very central, 239 00:13:42,040 --> 00:13:44,440 Speaker 3: I think to Christmas marketing, and we see it even 240 00:13:44,480 --> 00:13:48,120 Speaker 3: with the types of products that have become very central, 241 00:13:48,200 --> 00:13:50,680 Speaker 3: you know, to a lot of our Christmas experiences, like 242 00:13:51,080 --> 00:13:55,440 Speaker 3: taking Christmas photos with the family. You know, that's become 243 00:13:55,520 --> 00:13:58,120 Speaker 3: one of the big sellers like Christmas, you know, rather 244 00:13:58,200 --> 00:14:01,360 Speaker 3: than just gifting something is gifting experience and gifted memory. 245 00:14:01,960 --> 00:14:05,719 Speaker 3: So we definitely see that shift. And the emotional storytelling 246 00:14:05,800 --> 00:14:09,400 Speaker 3: and the message focused marketing has become very central. But 247 00:14:09,480 --> 00:14:13,560 Speaker 3: of course we're not forgetting the material side, you know, 248 00:14:13,679 --> 00:14:14,400 Speaker 3: the experience. 249 00:14:14,480 --> 00:14:17,240 Speaker 1: The big windows, displays, et cetera, et cetera. 250 00:14:17,200 --> 00:14:20,920 Speaker 3: The lights, the decorations even in the streets are still there. 251 00:14:21,200 --> 00:14:22,960 Speaker 3: So we see I think a bit more of a 252 00:14:23,080 --> 00:14:27,640 Speaker 3: balanced experience with Christmas marketing that takes into account the product, 253 00:14:27,720 --> 00:14:31,120 Speaker 3: of course we're still selling, but also puts in the 254 00:14:31,120 --> 00:14:34,880 Speaker 3: foreground the experience of Christmas and why it's meaningful for people. 255 00:14:41,080 --> 00:14:46,560 Speaker 4: Gond it be so it came with out ribbons, it 256 00:14:46,640 --> 00:14:54,240 Speaker 4: came without tags, it came with our packages, boxes or bags. 257 00:14:55,200 --> 00:14:59,240 Speaker 5: He puzzled and puzzed to his puzzle of a saw. 258 00:15:00,200 --> 00:15:04,640 Speaker 5: The gridch thought of something you haven't before. Maybe Christmas, 259 00:15:04,680 --> 00:15:10,680 Speaker 5: he thought, doesn't come from a store. Maybe Christmas perhaps 260 00:15:11,800 --> 00:15:13,480 Speaker 5: means a little bit more. 261 00:15:16,120 --> 00:15:20,240 Speaker 2: When you said that, the emotional switch on the ads 262 00:15:20,600 --> 00:15:26,040 Speaker 2: immediately made me think of the John Lewis ads ink. Yes, 263 00:15:26,120 --> 00:15:28,200 Speaker 2: so every year they come out with one, and it's 264 00:15:28,280 --> 00:15:30,320 Speaker 2: like they're coming out with them every year to see 265 00:15:30,320 --> 00:15:32,600 Speaker 2: how many more people they can get to cry. Really, 266 00:15:33,120 --> 00:15:35,280 Speaker 2: the one that comes to my mind is the Elton 267 00:15:35,400 --> 00:15:39,120 Speaker 2: John one, but they're really famous for bringing that you know, 268 00:15:39,200 --> 00:15:43,600 Speaker 2: that loving and caring and it really is that kind 269 00:15:43,640 --> 00:15:47,120 Speaker 2: of marketing switch from bye bye bye to you know, 270 00:15:47,160 --> 00:15:48,680 Speaker 2: what can you do for your family and your friends 271 00:15:48,720 --> 00:15:53,760 Speaker 2: and everything for Christmas. On one hand, though, I actually 272 00:15:53,760 --> 00:15:57,000 Speaker 2: have seen a more sustainable approach to Christmas. I actually 273 00:15:57,040 --> 00:15:59,680 Speaker 2: found myself watching a whole bunch of TikTok videos on 274 00:15:59,720 --> 00:16:03,320 Speaker 2: how to wrap presents and silk scarves. But on the 275 00:16:03,360 --> 00:16:06,440 Speaker 2: other hand, I also have seen those videos of influences 276 00:16:06,520 --> 00:16:09,680 Speaker 2: with a massive tree with you know, presents piled up 277 00:16:09,720 --> 00:16:14,000 Speaker 2: to the ceiling. So there are those two extremes for sure. 278 00:16:14,160 --> 00:16:15,200 Speaker 2: What do you make of that? 279 00:16:15,800 --> 00:16:18,680 Speaker 3: I think absolutely I've also seen, you know, like the 280 00:16:18,720 --> 00:16:22,400 Speaker 3: pictures with Christmas, you know, like the bigger, the better, right, 281 00:16:22,720 --> 00:16:25,480 Speaker 3: you know, like huge Christmas trees going all the way 282 00:16:25,480 --> 00:16:28,560 Speaker 3: to the ceiling, and so many presents that you gotta wonder, 283 00:16:28,800 --> 00:16:32,000 Speaker 3: you know, what's in all those boxes, et cetera, et cetera. 284 00:16:32,120 --> 00:16:35,320 Speaker 3: And also a push I think for influencers to put 285 00:16:35,360 --> 00:16:39,840 Speaker 3: forward Christmas products, things like advent calendars, you know, like 286 00:16:39,880 --> 00:16:44,160 Speaker 3: that again put the emphasis on that materialistic side, which 287 00:16:44,320 --> 00:16:47,880 Speaker 3: eventually is a little bit of a throwaway experience when 288 00:16:47,920 --> 00:16:49,320 Speaker 3: it comes to it, with all the packaging. 289 00:16:49,720 --> 00:16:51,960 Speaker 1: But I've also I agree with you that I've. 290 00:16:51,840 --> 00:16:54,400 Speaker 3: Also seen a rise in a desire for a more 291 00:16:54,440 --> 00:16:57,920 Speaker 3: sustainable Christmas with many people, and even we see this 292 00:16:58,040 --> 00:17:00,840 Speaker 3: on social media, you know, like so many videos and 293 00:17:00,880 --> 00:17:05,680 Speaker 3: so many tips for adopting a more environmentally conscious you know, 294 00:17:05,840 --> 00:17:09,320 Speaker 3: way to reduce and wte to reduce waste, or you know, 295 00:17:09,480 --> 00:17:13,560 Speaker 3: choosing eco friendly gifts made with eco friendly materials. I 296 00:17:13,560 --> 00:17:16,199 Speaker 3: think there's a lot more conscious consciousness and you know, 297 00:17:16,320 --> 00:17:19,959 Speaker 3: desire to engage in that. And of course, even with 298 00:17:20,240 --> 00:17:24,880 Speaker 3: the Christmas lunches and Christmas meals, opting for more local. 299 00:17:24,880 --> 00:17:28,400 Speaker 1: And seasonal foods you know, like for the Christmas. 300 00:17:27,960 --> 00:17:30,280 Speaker 3: Season, there's definitely been a rise in that and I've 301 00:17:30,320 --> 00:17:33,040 Speaker 3: seen it in a lot of different contexts. So this 302 00:17:33,200 --> 00:17:37,600 Speaker 3: also includes embracing experiences, like we said over material goods. 303 00:17:37,920 --> 00:17:40,679 Speaker 3: That is also part of that sustainability, you know, like 304 00:17:40,760 --> 00:17:44,119 Speaker 3: that goes hand in hand with the desire to feel 305 00:17:44,119 --> 00:17:46,720 Speaker 3: connected to people and look after the planet. 306 00:17:46,920 --> 00:17:48,639 Speaker 1: You know, I think that is all part of the 307 00:17:48,680 --> 00:17:50,000 Speaker 1: same narrative. 308 00:17:50,000 --> 00:17:54,440 Speaker 3: Reusing, you know, using reusable gift wrapping, perhaps the scar 309 00:17:54,680 --> 00:17:58,040 Speaker 3: for perhaps just beautiful fabric that can be used, you know, 310 00:17:58,160 --> 00:18:00,640 Speaker 3: like a year in and year out. I've also seen 311 00:18:00,960 --> 00:18:07,679 Speaker 3: several lines of reusable Christmas crackers, you know, Christmas farm. 312 00:18:07,600 --> 00:18:10,760 Speaker 2: Bars yes so high actually, yes. 313 00:18:10,600 --> 00:18:13,479 Speaker 3: That you can make yourself every year and also choose 314 00:18:13,560 --> 00:18:17,240 Speaker 3: much more meaningful little gifts that you can give, you know, 315 00:18:17,440 --> 00:18:20,119 Speaker 3: to your friends and family and be sustainable in the 316 00:18:20,160 --> 00:18:23,439 Speaker 3: process as well. So there's definitely a conscious effort, and 317 00:18:23,480 --> 00:18:26,960 Speaker 3: these are just examples of sustainability, you know, becoming part 318 00:18:27,280 --> 00:18:29,880 Speaker 3: of how many people think about their daily lives, their 319 00:18:29,920 --> 00:18:33,639 Speaker 3: interest in the planet, their interest in being environmentally conscious, 320 00:18:34,000 --> 00:18:37,920 Speaker 3: and also how it goes hand in hand with building memories. 321 00:18:37,960 --> 00:18:41,680 Speaker 3: Building experiences is now a normal part of our Christmas celebrations. 322 00:18:42,640 --> 00:18:46,600 Speaker 2: So lastly, Laurna, do you in fact think the Grinch 323 00:18:47,440 --> 00:18:48,840 Speaker 2: will steal Christmas? 324 00:18:49,960 --> 00:18:53,640 Speaker 3: Oh, I've certainly been trying for quite a few years now. 325 00:18:54,320 --> 00:18:57,320 Speaker 3: I think the Grinch may have come to accept that 326 00:18:57,440 --> 00:18:59,439 Speaker 3: some parts of Christmas might be his. 327 00:19:00,240 --> 00:19:01,920 Speaker 1: And you know, it never turns down an. 328 00:19:01,880 --> 00:19:05,159 Speaker 3: Opportunity for bar and humbug, which I think some of 329 00:19:05,240 --> 00:19:07,160 Speaker 3: us might want to join in a little bit. 330 00:19:08,000 --> 00:19:10,240 Speaker 1: But I think, like with everything, a little bit of. 331 00:19:10,200 --> 00:19:13,280 Speaker 3: Balance that makes for a much happier experience at Christmas. 332 00:19:13,400 --> 00:19:16,840 Speaker 3: And in the end, everyone should do what brings their 333 00:19:16,960 --> 00:19:19,240 Speaker 3: joy and brings them joy and you know, like do 334 00:19:19,320 --> 00:19:22,280 Speaker 3: with their hearts desire to have the best experience they 335 00:19:22,359 --> 00:19:23,480 Speaker 3: can at Christmas. 336 00:19:24,080 --> 00:19:26,000 Speaker 2: Thanks so much for joining us, Lorna. 337 00:19:26,359 --> 00:19:27,760 Speaker 1: Thank you so much. It's been a pleasure. 338 00:19:30,560 --> 00:19:33,760 Speaker 2: That's it for this episode of The Front Page. You 339 00:19:33,800 --> 00:19:37,680 Speaker 2: can read more about today's stories and extensive news coverage 340 00:19:37,720 --> 00:19:41,800 Speaker 2: at NZHERLD dot co dot nz. The Front Page is 341 00:19:41,880 --> 00:19:46,119 Speaker 2: produced by Jane Ye and Richard Martin, who's also our editor. 342 00:19:46,680 --> 00:19:51,000 Speaker 2: I'm Chelsea Daniels. Subscribe to the Front Page on iHeartRadio 343 00:19:51,160 --> 00:19:54,600 Speaker 2: or wherever you get your podcasts and tune in tomorrow 344 00:19:54,720 --> 00:19:56,680 Speaker 2: for another look behind the headlines.