1 00:00:19,059 --> 00:00:22,178 Speaker 1: Kyota at Chelsea Daniels here, host of the Front Page. 2 00:00:22,379 --> 00:00:25,299 Speaker 1: We're taking away breakover summer, but to help fild the gap, 3 00:00:25,579 --> 00:00:28,699 Speaker 1: we're re issuing some of our most significant episodes of 4 00:00:28,739 --> 00:00:32,019 Speaker 1: twenty twenty five on behalf of the Front Page team. 5 00:00:32,138 --> 00:00:34,619 Speaker 1: Thanks for listening and we look forward to being back 6 00:00:34,659 --> 00:00:37,539 Speaker 1: with you on January twelfth, twenty twenty six. 7 00:00:43,179 --> 00:00:43,619 Speaker 2: Kyota. 8 00:00:43,659 --> 00:00:46,659 Speaker 1: I'm Chelsea Daniels and this is the Front Page, a 9 00:00:46,778 --> 00:00:55,219 Speaker 1: daily podcast presented by The New Zealand Herald. The mistletoes hung, 10 00:00:55,579 --> 00:00:58,859 Speaker 1: the bells are a ringing, and all through the malls 11 00:00:58,979 --> 00:01:02,739 Speaker 1: Mariah Carey is singing. It's the same old story told 12 00:01:02,859 --> 00:01:07,658 Speaker 1: year after year of Santa and reindeer and widespread good cheer. 13 00:01:07,979 --> 00:01:09,979 Speaker 1: But look a bit closer and you might see a 14 00:01:10,019 --> 00:01:13,578 Speaker 1: crack in the stronghold Saint Nick has had since way back, 15 00:01:14,139 --> 00:01:17,859 Speaker 1: where once stood a hero redcoat and beard white, a 16 00:01:17,979 --> 00:01:22,379 Speaker 1: sack on his slag promising Christmas delight, now stands a 17 00:01:22,378 --> 00:01:26,139 Speaker 1: figure towering six foot too tall with a coat of 18 00:01:26,299 --> 00:01:30,899 Speaker 1: green fur are heard two sizes too small. The Grinch 19 00:01:30,938 --> 00:01:34,578 Speaker 1: who stole Christmas is making a play for the title 20 00:01:34,619 --> 00:01:38,619 Speaker 1: of hero. Come this Yule tied day before Old Saint Nick, 21 00:01:38,779 --> 00:01:41,338 Speaker 1: this might not end well and to give us the 22 00:01:41,339 --> 00:01:48,299 Speaker 1: low down, Doctor Lorna Piati Farnell. So, Lorna, have you 23 00:01:48,538 --> 00:01:52,019 Speaker 1: noticed more Grinch presents this year? 24 00:01:53,139 --> 00:01:56,419 Speaker 2: I definitely have. I have noticed that a lot more 25 00:01:56,538 --> 00:02:01,499 Speaker 2: Grinch themed merchandise around in this Christmas season. This has 26 00:02:01,619 --> 00:02:04,739 Speaker 2: ranged from all sorts that you know, like of products 27 00:02:04,779 --> 00:02:11,419 Speaker 2: from T shirts to matching family pajamas, plushes, Christmas tree decorations, 28 00:02:11,459 --> 00:02:15,099 Speaker 2: you know, very cute Grinch themed ornaments, and even a 29 00:02:15,139 --> 00:02:19,139 Speaker 2: lot of food tins of chocolates, tins of cookies the 30 00:02:19,179 --> 00:02:23,139 Speaker 2: Grench on them, and of course food lines for children 31 00:02:23,499 --> 00:02:27,579 Speaker 2: at a very well known first food restaurant I know 32 00:02:27,698 --> 00:02:32,299 Speaker 2: here in Auckland for instance, at a particularly quite exciting 33 00:02:32,379 --> 00:02:36,578 Speaker 2: Christmas New Christmas experience this year, families can choose to 34 00:02:36,619 --> 00:02:39,499 Speaker 2: have their picture taken either with Santa or the Grench. 35 00:02:39,939 --> 00:02:42,659 Speaker 2: So it's not just there, but it's been elevated to 36 00:02:42,698 --> 00:02:46,859 Speaker 2: the same level of you know, Christmas iconicity as Santa. 37 00:02:47,299 --> 00:02:49,179 Speaker 2: You can actually have it taken with both, you know, 38 00:02:49,339 --> 00:02:52,379 Speaker 2: like if anyone is so inclined. So there's definitely been 39 00:02:52,418 --> 00:02:55,978 Speaker 2: a spike in the ways in which the Grench has 40 00:02:56,019 --> 00:03:00,018 Speaker 2: been used for marketing and merchandise in purposes this Christmas 41 00:03:00,059 --> 00:03:01,019 Speaker 2: season for sure. 42 00:03:01,819 --> 00:03:03,899 Speaker 1: Well, it's funny that you mentioned that because this is 43 00:03:03,939 --> 00:03:06,459 Speaker 1: where I started my journey, because I got an email 44 00:03:06,499 --> 00:03:10,139 Speaker 1: from a Christmas photo outfit. I believe they're called Enchanted 45 00:03:10,219 --> 00:03:11,739 Speaker 1: Christmas in New Market. 46 00:03:12,538 --> 00:03:13,979 Speaker 2: Very well, I was thinking about it. 47 00:03:14,059 --> 00:03:15,859 Speaker 1: Yeah, and so they give you the option of going 48 00:03:15,899 --> 00:03:18,418 Speaker 1: with the center of the Grinch or both. I emailed 49 00:03:18,418 --> 00:03:21,099 Speaker 1: them and they said this is the first year they're 50 00:03:21,138 --> 00:03:23,659 Speaker 1: giving the option. They actually got the idea from the UK. 51 00:03:23,779 --> 00:03:27,538 Speaker 1: It's really popular over there apparently, and bookings sat at 52 00:03:27,578 --> 00:03:31,299 Speaker 1: about thirty percent of Santa So the Grinch of thirty 53 00:03:31,339 --> 00:03:34,499 Speaker 1: percent of Santa when I asked, And groups of adults 54 00:03:34,499 --> 00:03:37,019 Speaker 1: are actually preferring to book a picture with the Grinch. 55 00:03:38,419 --> 00:03:42,779 Speaker 1: I mean, in terms of this situation, I've been scratching 56 00:03:42,779 --> 00:03:45,219 Speaker 1: my head because I too have seen a lot more 57 00:03:45,379 --> 00:03:48,899 Speaker 1: Grinch presence. I've done a survey amongst all of my 58 00:03:48,899 --> 00:03:52,178 Speaker 1: friends with kids. They say, yes, we're not going insane. 59 00:03:53,299 --> 00:03:56,579 Speaker 1: And I was trying to think, well, why why the 60 00:03:56,619 --> 00:03:58,779 Speaker 1: Grinch all of a sudden, have you any idea? 61 00:04:00,099 --> 00:04:04,459 Speaker 2: Well, I think there's a certain appeal to the Grench 62 00:04:04,579 --> 00:04:07,259 Speaker 2: for quite a few reasons. I think on the one hand, 63 00:04:08,059 --> 00:04:11,499 Speaker 2: it represents the bit of a cheeky and perhaps counterculture 64 00:04:11,659 --> 00:04:14,619 Speaker 2: view of Christmas. You know, of all those Christmas traditions 65 00:04:14,619 --> 00:04:16,379 Speaker 2: that were you know, we come to know and love. 66 00:04:16,779 --> 00:04:20,099 Speaker 2: He's quite the opposite of Chia number of wise, you know, 67 00:04:20,259 --> 00:04:23,339 Speaker 2: what we expect of the Christmas season. You know, it's 68 00:04:23,419 --> 00:04:26,139 Speaker 2: quite funny. It puts up a bit of a protest 69 00:04:26,539 --> 00:04:29,779 Speaker 2: against the over the top atmosphere of Christmas and the 70 00:04:29,859 --> 00:04:35,179 Speaker 2: Christmas spirit overall. So there is definitely something quite appealing 71 00:04:35,299 --> 00:04:38,179 Speaker 2: about is grinchiness, you know, because some of us may 72 00:04:38,219 --> 00:04:41,299 Speaker 2: feel a bit bahmbg about Christmas and how it's so 73 00:04:41,699 --> 00:04:44,299 Speaker 2: you know, like hyped every year. So there's definitely that 74 00:04:44,419 --> 00:04:47,099 Speaker 2: appeal as well. But I also think as a figure, 75 00:04:47,379 --> 00:04:48,979 Speaker 2: you know, like when we get down to it, the 76 00:04:48,979 --> 00:04:53,059 Speaker 2: Grinch is a very relatable, you know character. You know, 77 00:04:53,139 --> 00:04:57,259 Speaker 2: it's it's quite lonely. Struggles with isolation, it struggles with loneliness, 78 00:04:57,419 --> 00:05:01,059 Speaker 2: it struggles with having meaningful connections at a time when 79 00:05:01,539 --> 00:05:05,779 Speaker 2: that season tells us that we must have those meaningful connections, 80 00:05:05,819 --> 00:05:08,619 Speaker 2: so that this is the meaning of the season. You know, 81 00:05:08,779 --> 00:05:12,779 Speaker 2: we live in a very hyper technological twenty first century 82 00:05:12,859 --> 00:05:15,659 Speaker 2: where a lot of our lives are in the digital world. 83 00:05:16,019 --> 00:05:18,419 Speaker 2: So the loss of connection is something that I think 84 00:05:19,019 --> 00:05:21,899 Speaker 2: speaks quite loudly to people. So even though the Grinch, 85 00:05:21,939 --> 00:05:24,299 Speaker 2: of course, is not about being online and being on 86 00:05:24,339 --> 00:05:27,459 Speaker 2: the Internet, it still has that core idea, you know, 87 00:05:27,539 --> 00:05:29,419 Speaker 2: that we can get a little bit lonely at Christmas, 88 00:05:29,499 --> 00:05:32,539 Speaker 2: and we can struggle, you know, to make those connections, 89 00:05:32,939 --> 00:05:36,539 Speaker 2: and I think in the end is transformation, you know, 90 00:05:36,619 --> 00:05:39,579 Speaker 2: into an individual scho is quite lonely, but get cup 91 00:05:39,699 --> 00:05:43,339 Speaker 2: comes to get you know, like understand the meaning of Christmas. Again, 92 00:05:43,419 --> 00:05:45,979 Speaker 2: it is quite relatable, and I think his story is 93 00:05:46,099 --> 00:05:50,339 Speaker 2: popular precisely because it tackles things like loneliness, but also 94 00:05:50,939 --> 00:05:54,819 Speaker 2: the hyper commercialization of Christmas, which is something that you know, 95 00:05:55,059 --> 00:05:58,899 Speaker 2: I think some of us have become quite aware of 96 00:05:58,939 --> 00:06:02,059 Speaker 2: these holidays and it's this pushed to buy, you know, 97 00:06:02,179 --> 00:06:06,099 Speaker 2: I can produce presents and do something fantastic. Of course, 98 00:06:06,339 --> 00:06:11,459 Speaker 2: having said that, there is probably something quite ironic about 99 00:06:11,459 --> 00:06:15,299 Speaker 2: the fact that the Grinch figure has become so heavily commercialized. 100 00:06:15,539 --> 00:06:17,739 Speaker 1: Yeah, I was going to say, you know it, didn't 101 00:06:17,779 --> 00:06:21,099 Speaker 1: he say something like what if Christmas? He thought, doesn't 102 00:06:21,179 --> 00:06:22,779 Speaker 1: come from a store yet? 103 00:06:22,819 --> 00:06:27,699 Speaker 2: You've got, you know, the jamas, and it's intrinsic to 104 00:06:27,779 --> 00:06:30,699 Speaker 2: the Grench story. Right, So we see the rony here 105 00:06:30,939 --> 00:06:34,699 Speaker 2: of the figure I have become so commercialized. But of course, 106 00:06:34,739 --> 00:06:37,099 Speaker 2: also in terms of why he is appealing, we must 107 00:06:37,099 --> 00:06:40,699 Speaker 2: not forget that the Grench comes from a very beloved Dr. 108 00:06:40,779 --> 00:06:43,939 Speaker 2: Sue's book, which has been you know, like since nineteen 109 00:06:44,059 --> 00:06:47,499 Speaker 2: fifty six. So there's definitely and all the film and 110 00:06:47,539 --> 00:06:50,339 Speaker 2: animated adaptations that have come after, of course, and there 111 00:06:50,379 --> 00:06:53,859 Speaker 2: have been a few. It's humorous, and undoubtedly there is 112 00:06:53,899 --> 00:06:56,619 Speaker 2: a lot of for some of us at least turned 113 00:06:56,779 --> 00:06:59,019 Speaker 2: up on myself in that group, a lot of deep 114 00:06:59,139 --> 00:07:03,179 Speaker 2: rooted nostalgia that heightens the appeal of the Grinch figure 115 00:07:03,219 --> 00:07:03,819 Speaker 2: with the public. 116 00:07:04,059 --> 00:07:13,699 Speaker 3: Undoubtedly every who down in Hoover liked Christmas a lot. 117 00:07:14,139 --> 00:07:21,579 Speaker 2: Broom stop the colors. 118 00:07:21,659 --> 00:07:25,539 Speaker 3: You could change my entire look on life. Warril no. 119 00:07:28,299 --> 00:07:32,339 Speaker 4: Jim carry even if we're horribly Mandelby's had faces on 120 00:07:32,459 --> 00:07:38,979 Speaker 4: Grace my stuff, doctors who says how the Grinch store Christmas? 121 00:07:38,979 --> 00:07:41,779 Speaker 2: Even if I wanted to go my shit, all wouldn't 122 00:07:41,779 --> 00:07:42,139 Speaker 2: allow it. 123 00:07:42,499 --> 00:07:45,819 Speaker 3: Four o'clock wall, I went self Paddy checkstading dinner with me. 124 00:07:45,939 --> 00:07:47,699 Speaker 4: I can't can't tell that again. 125 00:07:49,819 --> 00:07:52,499 Speaker 1: I was surprised to see that it's actually the twenty 126 00:07:52,619 --> 00:07:56,859 Speaker 1: fifth anniversary of the Jim Carrey adaptation that film, so 127 00:07:56,939 --> 00:07:59,259 Speaker 1: I was thinking, well, could that have something to do 128 00:07:59,299 --> 00:08:02,019 Speaker 1: with why we're seeing him especially so much this year, 129 00:08:02,259 --> 00:08:04,459 Speaker 1: or is it just all millennials growing up and having 130 00:08:04,539 --> 00:08:08,099 Speaker 1: kids and you know, exposing their children, this new generation 131 00:08:08,259 --> 00:08:11,739 Speaker 1: to the gringeh. 132 00:08:10,499 --> 00:08:12,699 Speaker 2: Is the end of the twenty fifth anniversary, isn't it? 133 00:08:12,699 --> 00:08:17,099 Speaker 2: That's come around far too quickly for my liking. But undoubtedly, 134 00:08:17,259 --> 00:08:19,819 Speaker 2: you know, the Jim Carrey movie definitely had a very 135 00:08:19,859 --> 00:08:23,259 Speaker 2: generational impact, you know, like for millennials, you know, like 136 00:08:23,339 --> 00:08:26,019 Speaker 2: it was a big Grench narrative of the time. The 137 00:08:26,139 --> 00:08:29,859 Speaker 2: renewed interest in the Grinch came with that movie. But 138 00:08:29,859 --> 00:08:32,259 Speaker 2: I don't think the Jim Carrey movie is the only 139 00:08:32,379 --> 00:08:38,539 Speaker 2: reason why we're witnessing a growth or resurfacing of popularity 140 00:08:38,699 --> 00:08:43,539 Speaker 2: of the grinching you know, Christmas merchandise. Certainly the items 141 00:08:43,539 --> 00:08:48,659 Speaker 2: that I've seen of the Grinch particularly recalled the Doctor 142 00:08:48,699 --> 00:08:55,538 Speaker 2: Seuss illustrations or even more so the nineteen sixty six adaptation, 143 00:08:55,858 --> 00:08:59,059 Speaker 2: you know, cartoon adaptation, which has become quite iconic over 144 00:08:59,098 --> 00:09:02,338 Speaker 2: the years. So I think all these different Grench narratives 145 00:09:02,338 --> 00:09:05,258 Speaker 2: and older nostalgia that they brought up at a time 146 00:09:05,379 --> 00:09:08,819 Speaker 2: where the world is not in the most fantastic place. 147 00:09:08,978 --> 00:09:12,778 Speaker 2: Perhaps so some of us may turned to nostalgia, you know, 148 00:09:12,978 --> 00:09:14,659 Speaker 2: like to make us feel a bit better to share 149 00:09:14,699 --> 00:09:16,578 Speaker 2: with our family, you know, like if we you know, 150 00:09:16,659 --> 00:09:19,739 Speaker 2: people have children and are of that general where the 151 00:09:19,779 --> 00:09:22,499 Speaker 2: Grench you know, like got a little bit of a 152 00:09:22,539 --> 00:09:26,339 Speaker 2: boost in the nineties and early two thousands. Certainly this 153 00:09:26,458 --> 00:09:28,579 Speaker 2: is the right time for the Grench as a figure 154 00:09:28,618 --> 00:09:30,458 Speaker 2: to capture the imagination at Christmas. 155 00:09:30,539 --> 00:09:33,779 Speaker 1: It does seem quite strange how a figure, a Christmas 156 00:09:33,819 --> 00:09:37,539 Speaker 1: specific figure has come along and is able to at 157 00:09:37,618 --> 00:09:40,739 Speaker 1: least compete with Father Christmas at the top of the 158 00:09:40,819 --> 00:09:44,458 Speaker 1: leader board when it comes to fictional or non fictional, 159 00:09:45,618 --> 00:09:50,218 Speaker 1: if anyone, you know, off the top, I mean, should 160 00:09:50,259 --> 00:09:53,338 Speaker 1: the Easter bunny be worried? I know in Australia we 161 00:09:53,458 --> 00:09:56,458 Speaker 1: had there was a resurgence of the Easter Bilby at 162 00:09:56,458 --> 00:09:59,098 Speaker 1: one point because you know, farmers don't like rabbits on 163 00:09:59,179 --> 00:10:03,259 Speaker 1: their farms and everything. But the Easter Bilby really didn't 164 00:10:03,699 --> 00:10:07,259 Speaker 1: you know, take off, so to speak. Only Australia. Some 165 00:10:07,338 --> 00:10:10,218 Speaker 1: Australians of a certain generation probably know who the Easter 166 00:10:10,299 --> 00:10:10,899 Speaker 1: Bilby is. 167 00:10:11,659 --> 00:10:13,018 Speaker 2: Do you reckon that there's any. 168 00:10:12,858 --> 00:10:15,979 Speaker 1: Other figures or fictional characters out there that could you know, 169 00:10:16,098 --> 00:10:17,899 Speaker 1: give other others a run for their money? 170 00:10:17,978 --> 00:10:20,978 Speaker 2: So we're wondering and if the Grinch has indeed stolen 171 00:10:21,059 --> 00:10:25,858 Speaker 2: Christmas in more ways than one, well two parts of this. 172 00:10:26,458 --> 00:10:29,579 Speaker 2: In spite of the Grinch's popularity that we're seeing this year, 173 00:10:29,779 --> 00:10:33,978 Speaker 2: this incredible resurgence is everywhere. Yeah, old the nostalgia, older merchandise. 174 00:10:35,059 --> 00:10:38,339 Speaker 2: Santa is very much still there, you know, It's still 175 00:10:38,458 --> 00:10:43,298 Speaker 2: very much in all the merchandise, is in the shop displays, 176 00:10:43,498 --> 00:10:47,299 Speaker 2: is in the picture opportunities you know that we can have, 177 00:10:47,618 --> 00:10:51,058 Speaker 2: you know, like it is in the adverts. It's Christmas adverts. 178 00:10:51,179 --> 00:10:55,218 Speaker 2: So I don't quite think Santa at least is at 179 00:10:55,218 --> 00:10:59,338 Speaker 2: a risk of losing is thrown as the King of Christmas. 180 00:11:00,259 --> 00:11:05,018 Speaker 2: As for other figures, well that remains to be seen, 181 00:11:05,139 --> 00:11:07,579 Speaker 2: you know, Like I'm not sure the Easter Bunny has 182 00:11:07,858 --> 00:11:11,979 Speaker 2: enough competition, you know, in popular culture quite yet, of course, 183 00:11:12,419 --> 00:11:15,099 Speaker 2: you know, like there are the Christian traditions, you know, 184 00:11:15,259 --> 00:11:17,578 Speaker 2: like around something you know, a celebration like Easter that 185 00:11:17,659 --> 00:11:21,139 Speaker 2: do not necessarily involved that is the bunny. So again, 186 00:11:21,179 --> 00:11:23,618 Speaker 2: we've got quite a few offshoots, But as far as 187 00:11:23,659 --> 00:11:27,259 Speaker 2: Christmas is concerned, it's quite nice to see a little 188 00:11:27,299 --> 00:11:30,738 Speaker 2: bit of an alternative different ways, diverse ways of celebrating 189 00:11:30,819 --> 00:11:34,419 Speaker 2: Christmas and different Christmas psyconomic iciography is coming into the 190 00:11:34,419 --> 00:11:38,098 Speaker 2: full ground that are not necessarily the traditional you know 191 00:11:38,218 --> 00:11:40,138 Speaker 2: narrative that we've been known to. This is a sign 192 00:11:40,179 --> 00:11:42,458 Speaker 2: that you know, people are embracing different ways of seeing 193 00:11:42,458 --> 00:11:44,578 Speaker 2: the world and I think that is quite pleasing. 194 00:11:44,858 --> 00:11:47,939 Speaker 1: Yeah, how do you think Christmas marketing has evolved over 195 00:11:47,978 --> 00:11:51,018 Speaker 1: the years and what's like kind of stayed the same 196 00:11:51,059 --> 00:11:52,338 Speaker 1: and what's really different. 197 00:11:53,858 --> 00:11:56,939 Speaker 2: Well, I think Christmas marketing, some aspects of it have 198 00:11:57,098 --> 00:11:59,699 Speaker 2: really changed, you know, has really changed over the years. 199 00:11:59,939 --> 00:12:02,499 Speaker 2: I think we have moved a little bit away from 200 00:12:02,539 --> 00:12:08,019 Speaker 2: the traditional perhaps products you know, material focused campaigns that 201 00:12:08,098 --> 00:12:12,218 Speaker 2: traditionally historically use the print and broadcast media you know, 202 00:12:12,419 --> 00:12:14,779 Speaker 2: like as the primary venue, you know, like to get 203 00:12:14,819 --> 00:12:19,858 Speaker 2: out there two more contemporary and perhaps emotionally and values 204 00:12:20,059 --> 00:12:23,419 Speaker 2: driven marketing that uses a lot more of social media 205 00:12:23,779 --> 00:12:27,459 Speaker 2: and storytelling to create a connection, you know, like with people, 206 00:12:27,539 --> 00:12:30,539 Speaker 2: you know, with in the end, we're still talking about buying, 207 00:12:30,858 --> 00:12:33,539 Speaker 2: you know, like we're still talking about purchasing items. But 208 00:12:33,578 --> 00:12:36,898 Speaker 2: I think that's storytelling aspects and that emotional aspects. It 209 00:12:36,939 --> 00:12:39,379 Speaker 2: has become a lot more central to marketing that perhaps 210 00:12:39,419 --> 00:12:40,819 Speaker 2: it has been historically. 211 00:12:41,659 --> 00:12:41,859 Speaker 5: Now. 212 00:12:42,059 --> 00:12:46,139 Speaker 2: Key factors that might have influenced this, of course, include 213 00:12:46,139 --> 00:12:49,059 Speaker 2: the rise of online shopping. A lot more people do 214 00:12:49,139 --> 00:12:52,059 Speaker 2: their shopping online, so we have needed to change, you know, 215 00:12:52,218 --> 00:12:55,539 Speaker 2: like how we create that connection. The use of digital 216 00:12:56,179 --> 00:13:00,779 Speaker 2: platforms for targeted advertising, including platforms such as Instagram that 217 00:13:00,819 --> 00:13:04,059 Speaker 2: are very picture you know, like emotional focused, you know, 218 00:13:04,179 --> 00:13:08,219 Speaker 2: like that emotional response, and of course an evolution in 219 00:13:08,699 --> 00:13:11,858 Speaker 2: you know, campaigns that tend to reflect social values a 220 00:13:11,899 --> 00:13:15,939 Speaker 2: lot more. I think traditionally Christmas marketing as tend to 221 00:13:16,939 --> 00:13:23,578 Speaker 2: put forward a very family still Christian inspired, family centric narrative, 222 00:13:24,218 --> 00:13:26,419 Speaker 2: while we see our Christmas marketing has become, you know, 223 00:13:26,858 --> 00:13:28,979 Speaker 2: in the digital world, a lot more diverse and a 224 00:13:28,978 --> 00:13:34,019 Speaker 2: lot more inclusive of different experience and experiences and different situations. 225 00:13:34,419 --> 00:13:39,259 Speaker 2: And of course within that, I think there is the understanding, 226 00:13:39,458 --> 00:13:42,858 Speaker 2: you know, like in the shift that for the majority 227 00:13:42,858 --> 00:13:45,219 Speaker 2: of people, not all, but for a good portion of 228 00:13:45,259 --> 00:13:49,379 Speaker 2: the population. Christmas is a secular experience rather than perhaps 229 00:13:49,419 --> 00:13:53,338 Speaker 2: a Christian one, but still places an emphasis on community, 230 00:13:53,858 --> 00:13:57,419 Speaker 2: on family, on the importance of coming together, and the 231 00:13:57,458 --> 00:14:01,819 Speaker 2: importance of celebrating. So I think Christmas marketing has taken 232 00:14:01,899 --> 00:14:05,379 Speaker 2: all those shifts, social and cultural shifts into account to 233 00:14:05,458 --> 00:14:08,259 Speaker 2: present us with something that is a lot more focused 234 00:14:08,299 --> 00:14:12,578 Speaker 2: on experience rather than the product itself that they're selling, Like, 235 00:14:12,618 --> 00:14:15,299 Speaker 2: what is this going to do for me? On? Do 236 00:14:15,458 --> 00:14:18,299 Speaker 2: this to create memories? You know, the idea of creative 237 00:14:18,338 --> 00:14:21,179 Speaker 2: memories is very, very central, I think to Christmas marketing, 238 00:14:21,459 --> 00:14:23,539 Speaker 2: and we see it even with the types of products 239 00:14:23,779 --> 00:14:26,699 Speaker 2: that have become very central, you know, to a lot 240 00:14:26,739 --> 00:14:32,099 Speaker 2: of our Christmas experiences, like taking Christmas photos with the family. 241 00:14:32,619 --> 00:14:35,379 Speaker 2: You know, that's become one of the big sellers like Christmas, 242 00:14:35,419 --> 00:14:38,299 Speaker 2: you know, rather than just gifting something's gifting the experience 243 00:14:38,339 --> 00:14:41,499 Speaker 2: and gifted memory. So we definitely see that shift and 244 00:14:42,299 --> 00:14:46,219 Speaker 2: the emotional storytelling and the message focused marketing has become 245 00:14:46,339 --> 00:14:51,099 Speaker 2: very central. But of course we're not forgetting the material side, 246 00:14:51,219 --> 00:14:54,419 Speaker 2: you know, the experience, the big windows displays, et cetera, 247 00:14:54,459 --> 00:14:57,619 Speaker 2: et cetera, the lights, the decorations, even in the streets 248 00:14:57,979 --> 00:15:00,459 Speaker 2: are still there, so we see I think a bit 249 00:15:00,499 --> 00:15:04,219 Speaker 2: more of a balanced experience with Christmas marketing that takes 250 00:15:04,259 --> 00:15:08,059 Speaker 2: into account the product, of course we're still selling, but 251 00:15:08,179 --> 00:15:11,219 Speaker 2: also puts in the foreground the experience of Christmas and 252 00:15:11,219 --> 00:15:12,779 Speaker 2: why it's meaningful for people. 253 00:15:19,019 --> 00:15:24,699 Speaker 3: Could it be so it came without ribbons, it came 254 00:15:24,739 --> 00:15:31,259 Speaker 3: without tags, It came without packages, boxes or bags. 255 00:15:33,059 --> 00:15:37,139 Speaker 5: He puzzled and puzzed to he's puzzle of a saw. 256 00:15:37,819 --> 00:15:42,538 Speaker 5: Then the Grinch thought of something he hadn't before. Maybe Christmas, 257 00:15:42,539 --> 00:15:48,539 Speaker 5: he thought, doesn't come from a store. Maybe Christmas perhaps 258 00:15:49,699 --> 00:15:51,339 Speaker 5: means a little bit more. 259 00:15:54,019 --> 00:15:58,099 Speaker 1: When you said that, the emotional switch on the ads 260 00:15:58,459 --> 00:16:03,898 Speaker 1: immediately made me think of the John Lewis ads ink. Yes, 261 00:16:04,019 --> 00:16:06,099 Speaker 1: so every year they come out with one, and it's 262 00:16:06,179 --> 00:16:08,219 Speaker 1: like they're coming out with them every year to see 263 00:16:08,219 --> 00:16:10,499 Speaker 1: how many more people they can get to cry. Really, 264 00:16:10,979 --> 00:16:13,138 Speaker 1: the one that comes to my mind is the Elton 265 00:16:13,259 --> 00:16:16,459 Speaker 1: John one, but they're really famous for bringing that that, 266 00:16:16,779 --> 00:16:19,899 Speaker 1: you know, that loving and caring and so it really 267 00:16:20,059 --> 00:16:23,659 Speaker 1: is that kind of marketing switch from bye bye bye 268 00:16:23,739 --> 00:16:26,099 Speaker 1: to you know, what can you do for your family 269 00:16:26,139 --> 00:16:31,018 Speaker 1: and your friends and everything for Christmas? Absolutely, On one hand, though, 270 00:16:31,099 --> 00:16:34,419 Speaker 1: I actually have seen a more sustainable approach to Christmas. 271 00:16:34,499 --> 00:16:37,059 Speaker 1: I actually found myself watching a whole bunch of TikTok 272 00:16:37,139 --> 00:16:40,939 Speaker 1: videos on how to wrap presents and silk scarves. But 273 00:16:41,019 --> 00:16:43,579 Speaker 1: on the other hand, I also have seen those videos 274 00:16:43,579 --> 00:16:46,939 Speaker 1: of influences with a massive tree with you know, presence 275 00:16:47,059 --> 00:16:50,859 Speaker 1: piled up to the ceiling. So there are those two extremes, 276 00:16:51,419 --> 00:16:53,059 Speaker 1: for sure, what do you make of that? 277 00:16:53,659 --> 00:16:56,539 Speaker 2: I think absolutely I've also seen, you know, like the 278 00:16:56,579 --> 00:17:00,299 Speaker 2: pictures with Christmas, you know, like the bigger, the better, right, 279 00:17:00,579 --> 00:17:03,339 Speaker 2: you know, like huge Christmas trees going all the way 280 00:17:03,379 --> 00:17:06,458 Speaker 2: to the ceiling and so many presents that you gotta wonder, 281 00:17:06,699 --> 00:17:09,859 Speaker 2: you know, what's in all those boxes, et cetera, et cetera. 282 00:17:10,019 --> 00:17:13,179 Speaker 2: And also a push I think for influencers to put 283 00:17:13,219 --> 00:17:17,658 Speaker 2: forward Christmas products, things like Advan calendars you all like 284 00:17:17,779 --> 00:17:22,019 Speaker 2: that again put the emphasis on that materialistic side, which 285 00:17:22,219 --> 00:17:25,779 Speaker 2: eventually is a little bit of a throwaway experience when 286 00:17:25,779 --> 00:17:27,939 Speaker 2: it comes to it, with all the packaging. But I've 287 00:17:27,979 --> 00:17:30,539 Speaker 2: also I agree with you that I've also seen a 288 00:17:30,659 --> 00:17:34,019 Speaker 2: rise in a desire for a more sustainable Christmas with 289 00:17:34,259 --> 00:17:36,779 Speaker 2: many people, and even we see this on social media, 290 00:17:36,899 --> 00:17:40,179 Speaker 2: you know, like so many videos and so many tips 291 00:17:40,219 --> 00:17:43,939 Speaker 2: for adopting a more environmentally conscious you know, a way 292 00:17:43,979 --> 00:17:47,219 Speaker 2: to reduce and ways to reduce waste or you know, 293 00:17:47,379 --> 00:17:51,379 Speaker 2: choosing eco friendly gifts made with eco friendly materials. I 294 00:17:51,419 --> 00:17:54,099 Speaker 2: think there's a lot more conscious consciousness and you know, 295 00:17:54,179 --> 00:17:57,819 Speaker 2: desire to engage in that. And of course even with 296 00:17:58,099 --> 00:18:01,419 Speaker 2: the our Christmas lunches and our Christmas meals, opting for 297 00:18:01,539 --> 00:18:05,339 Speaker 2: more local and seasonal foods, you know, like for the 298 00:18:05,419 --> 00:18:07,979 Speaker 2: Christmas season, there's definitely been a rise in that and 299 00:18:07,979 --> 00:18:10,059 Speaker 2: I've seen it in a lot of different contexts. So 300 00:18:10,819 --> 00:18:15,459 Speaker 2: this also includes embracing experiences, like we said, over material goods. 301 00:18:15,779 --> 00:18:18,539 Speaker 2: That is also part of that sustainability, you know, like 302 00:18:18,579 --> 00:18:21,979 Speaker 2: there goes hand in hand with the desire to feel 303 00:18:22,019 --> 00:18:24,979 Speaker 2: connected to people and look after the planet, you know. 304 00:18:25,059 --> 00:18:28,579 Speaker 2: I think that is all part of the same narrative reusing, 305 00:18:28,779 --> 00:18:32,699 Speaker 2: you know, using reusable gift wrapping, perhaps his scarf or 306 00:18:32,699 --> 00:18:35,899 Speaker 2: perhaps just beautiful fabric that can be used, you know, 307 00:18:36,019 --> 00:18:38,499 Speaker 2: like a year in and year out. I've also seen 308 00:18:38,859 --> 00:18:45,619 Speaker 2: several lines of reusable Christmas crackers, you know, Christmas farm. 309 00:18:45,459 --> 00:18:48,619 Speaker 1: Bars yes so long actually, yes, that. 310 00:18:48,659 --> 00:18:51,659 Speaker 2: You can make yourself every year. And also choose much 311 00:18:51,699 --> 00:18:55,099 Speaker 2: more meaningful little gifts that you can give, you know, 312 00:18:55,339 --> 00:18:58,019 Speaker 2: to your friends and family and be sustainable in the 313 00:18:58,059 --> 00:19:01,299 Speaker 2: process as well. So there's definitely a conscious effort, and 314 00:19:01,379 --> 00:19:04,859 Speaker 2: these are just examples of sustainability, you know, becoming part 315 00:19:04,939 --> 00:19:07,579 Speaker 2: you know of how many people think about their daily lives, 316 00:19:07,579 --> 00:19:11,499 Speaker 2: their interest in the planet, their interest in being environmentally conscious, 317 00:19:11,859 --> 00:19:15,819 Speaker 2: and also how it goes hand in hand with building memories. 318 00:19:15,859 --> 00:19:18,739 Speaker 2: Building experiences is now a normal part of our Christmas 319 00:19:18,779 --> 00:19:19,779 Speaker 2: life abrations. 320 00:19:20,539 --> 00:19:24,459 Speaker 1: So lastly, Launa, do you in fact think the Grinch 321 00:19:25,299 --> 00:19:26,699 Speaker 1: will steal Christmas? 322 00:19:27,979 --> 00:19:31,499 Speaker 2: I've certainly been trying for quite a few years now. 323 00:19:32,219 --> 00:19:32,619 Speaker 1: I think the. 324 00:19:33,259 --> 00:19:35,939 Speaker 2: Grinch may have come to accepted that some parts of 325 00:19:36,019 --> 00:19:39,339 Speaker 2: Christmas might be his. And you know, it never turns 326 00:19:39,379 --> 00:19:42,699 Speaker 2: down an opportunity for bar and humbug, which I think 327 00:19:42,739 --> 00:19:45,019 Speaker 2: some of us might want to join in a little bit. 328 00:19:45,859 --> 00:19:48,019 Speaker 2: But I think, like with everything, a little bit of 329 00:19:48,059 --> 00:19:51,179 Speaker 2: balance it makes for a much happier experience at Christmas. 330 00:19:51,299 --> 00:19:54,739 Speaker 2: And in the end, everyone should do what brings their 331 00:19:54,859 --> 00:19:57,099 Speaker 2: joy and brings them joy and you know, like do 332 00:19:57,179 --> 00:20:00,179 Speaker 2: with their heart's desire to have the best experience they 333 00:20:00,219 --> 00:20:01,299 Speaker 2: can at Christmas. 334 00:20:01,939 --> 00:20:03,859 Speaker 1: Thanks so much, for joining us, Lorna. 335 00:20:04,259 --> 00:20:05,658 Speaker 2: Thank you so much. It's been a pleasure. 336 00:20:08,419 --> 00:20:11,619 Speaker 1: That's it for this episode of the Front Page. You 337 00:20:11,659 --> 00:20:15,579 Speaker 1: can read more about today's stories and extensive news coverage 338 00:20:15,579 --> 00:20:20,299 Speaker 1: at enzidhrald dot co dot nz. Front Page is produced 339 00:20:20,299 --> 00:20:24,019 Speaker 1: by Jane Yee and Richard Martin, who is also our editor. 340 00:20:24,539 --> 00:20:28,819 Speaker 1: I'm Chelsea Daniels. Subscribe to The Front Page on iHeartRadio 341 00:20:29,059 --> 00:20:32,499 Speaker 1: or wherever you get your podcasts, and tune in tomorrow 342 00:20:32,619 --> 00:20:34,579 Speaker 1: for another look behind the headlines.