More Than Consumerism: How Holiday Ads Help Unite a Divided World

A Mark: Society’s Growing Disconnect

Let’s face it—our world feels more divided than ever. Political tensions are rising, social media makes everything louder and angrier, and loneliness is becoming a silent epidemic. According to Pew Research Center , 70% of Americans believe their country is more divided now than it’s been in the past. Meanwhile, a 2023 美国哈佛大学 study found that nearly half of U.S. adults report feeling isolated. That’s not just a sad statistic—it’s a real health crisis, with loneliness increasing the risk of early death by 26%.

And let’s not forget the constant flood of bad news. The Thomson Reuters Institute found that 75% of media coverage focuses on conflict, crime, or other negative stories. Sure, it’s easy to see why—the bad stuff grabs attention—but it’s draining. After a while, people just check out. It’s hard to feel connected or hopeful when everything around you feels so heavy.

Then, the holidays roll around. Suddenly, things shift. Streets are lit with twinkling lights, familiar songs play everywhere, and even the grumpiest among us start to feel a little softer. It’s a time when people naturally crave connection and joy. And right in the middle of this comes a unique type of communication: holiday ads.

These ads aren’t perfect. They’re tied to a season of high consumerism, where spending hits record highs—$936 billion in holiday sales in the U.S. alone in 2022. But they’re also trying to tell stories that make us feel something—nostalgia, kindness, hope. In a world so full of division, it's good to have stories that can bring us together.

A Brand: The Two Sides of Holiday Ads

It’s no secret—holiday ads are made to sell. Big brands like 可口可乐公司 , 苹果 , 亚马逊 , and 星巴克 don’t spend millions on these campaigns out of pure goodwill. They do it because it works. The holiday season is a golden opportunity, and brands know that the right message can mean big business.

But the best holiday ads don’t feel like a sales pitch. Instead, they focus on something deeper—connection. 可口可乐公司 ’s holiday campaigns lean on nostalgia, family, and tradition, making the brand feel like it’s always been part of the season. Apple creates cinematic ads that tell heartfelt stories about family and generosity, while Starbucks turns its seasonal cups into cultural icons that spark millions of conversations every year.

These ads work because they tap into something universal. They’re not just selling soda, tech, or coffee—they’re selling feelings. A hug that says “I missed you.” A family moment around the table. A small gesture that says “I care.” These are the stories that stick, and they remind us why we love this time of year.

Still, it’s not all warm fuzzies. Holiday ads are tied to one of the most consumer-driven times of the year, and some people are understandably skeptical. Gen Z, for instance, is quick to call out campaigns that feel too commercial, with 25% saying they think holiday ads are overly focused on selling. But that critique highlights what makes the best campaigns shine—they don’t just sell stuff; they create experiences. They make us feel connected in a way that feels genuine, even if it’s wrapped up in a marketing strategy.

An Impact: What Holiday Ads Teach Us

Holiday ads aren’t just feel-good fluff. They’re proof that good storytelling can do more than move products—it can move people. Here’s why they work:

1. Positivity That Sticks

In a world full of bad news, holiday ads are like a breath of fresh air. 可口可乐公司 ’s 2022 holiday campaign, for example, saw 85% positive sentiment on social media. People love seeing messages of hope and kindness. It’s not just good for the soul—it’s good for business. Studies show that ads with emotional positivity are far more likely to drive long-term brand loyalty.

2. Stories That Feel Personal

The best holiday ads focus on stories we all recognize. 苹果 ’s cinematic approach or 星巴克 ’ focus on togetherness isn’t just clever marketing—it’s relatable. These are moments we’ve lived ourselves, and that familiarity creates a lasting bond with the brand.

3. Inclusivity That Reflects Us All

Over the years, holiday ads have gotten better at showcasing diverse celebrations and traditions. This inclusivity isn’t just a nice-to-have—it’s a must. Campaigns that reflect real-world diversity see a 30% boost in consumer loyalty, according to Cone Communications. When people see themselves in the story, it creates a connection that goes beyond the ad.

4. Turning Ads Into Traditions

Some holiday campaigns go beyond ads—they become part of the season. They’re the commercials we look forward to, the ones we share with friends and family. When a brand achieves that level of connection, it stops being just a product and starts being part of the holiday experience.

Conclusion: More Than Just Ads

Yes, holiday ads are built to sell. They’re part of a season where consumerism takes center stage, and brands use them to drive sales during the most profitable time of year. But they also create moments that uplift, inspire, and connect us.

These campaigns show us that positive storytelling is a good way to bring people together. They remind us of the things that really matter: kindness, family, and the small joys that make life meaningful.

And while the holidays only come once a year, the lessons from these ads don’t have to. If more brands adopted this approach year-round—focusing on connection over division, joy over cynicism—imagine the impact we could have.

Because at the end of the day, it’s not just about selling more. It’s about showing what’s possible when we tell stories that bring us closer together. And that’s something worth celebrating.