Why This Year’s Christmas Adverts Will Focus on Togetherness and Inclusivity Like Never Before

Halloween is behind us, and the excitement for Christmas is officially in the air. In the UK, one of the first signs of the season isn’t just the chill or high street lights going up—it’s the much-anticipated release of Christmas adverts. Over the years, these ads have evolved from simple holiday promotions into powerful, emotional stories that connect with millions. This year, the trend continues, but with a meaningful shift: a focus on togetherness, diversity, and authenticity.

As Gen Z’s influence grows, brands are responding to this generation’s commitment to community, inclusion, and sustainability. Christmas ads in 2023 will reflect these values, using advanced tools like AI alongside timeless stories of unity. But why do some Christmas campaigns stay with us for years, while others are quickly forgotten? In my career, I’ve seen firsthand that the secret formula isn’t complicated: it’s about emotion, storytelling, and connection. And this holiday season, brands are set to deliver just that.

The Power of Storytelling, Nostalgia, and Gen Z’s Influence

The best Christmas adverts don’t just sell products; they tell stories. Take, for instance, Sainsbury’s 2014 ad, which recreated the famous Christmas truce of World War I, when British and German soldiers put aside their weapons to play football. This ad wasn’t just a seasonal story; it was a reminder of shared humanity. Similarly, John Lewis has built a reputation for storytelling around fictional characters who capture our hearts, like Monty the Penguin or Edgar the excitable dragon. These characters create a sense of warmth and nostalgia that reminds us of family traditions, childhood wonder, and the magic of the holiday season.

What’s driving this approach even more today is Gen Z’s unique influence. Known for their values-driven buying habits, Gen Z wants brands to care about the world and the communities in it. Almost half of this generation identifies as non-white, and they look for diversity and representation in the ads they see. For Gen Z, advertising that ignores social issues or lacks authenticity misses the mark. This holiday season, expect to see Christmas ads that reflect their world—a multicultural, inclusive, and values-driven world—through the stories they tell.

The impact of Gen Z’s influence is set to shape campaigns in ways that celebrate all people, honour diverse family traditions, and show the beauty in variety. With these deeper, more inclusive stories, brands can tap into Gen Z’s desire for connection that feels real, not contrived. This isn’t just effective advertising; it’s a reflection of our changing society and the values that make it strong.

The Role of Technology and AI in Bringing Us Together

One of the biggest transformations in advertising this year has been the rise of AI, and this technology will play a unique role in the holiday season. AI isn’t just making ads sleeker; it’s making them more relevant. Imagine AI being used to tell the story of a child reconnecting with distant family members or a neighbourhood coming together to make the holiday special for all. AI allows for hyper-personalized experiences that can reach diverse audiences in ways that feel authentic and relatable.

In a world where social media and algorithms often divide us, AI-powered Christmas campaigns could offer a welcome counterbalance, uniting us around shared stories and experiences. This year, I predict that advertisers will use AI to highlight the universal themes of connection and community, capturing the spirit of the season in a way that speaks to everyone.

AI’s ability to personalize also means that ads can feel as though they’re speaking directly to each viewer, regardless of background. With technology driving both innovation and inclusivity, the ads of 2023 could bring us together by showing us a reflection of ourselves, united by shared values and the joys of the season.

Why This Matters: Togetherness as the Ultimate Message

Christmas adverts have come a long way from simple product pushes; they shape our holiday memories, remind us of our values, and celebrate connection. With Gen Z’s influence and technological advancements, this year’s ads will be a celebration of unity, diversity, and togetherness—values that resonate across generations and cultures.

So, as we enter this season of joy, keep an eye out for ads that are more inclusive, more diverse, and more focused on bringing people together. This holiday season, advertisers are doubling down on the importance of unity, reminding us that even in a world that sometimes feels divided, Christmas is a time to come together.

And when you watch these ads, remember: they’re more than just commercials. They’re reminders of the beauty in diversity, the strength in connection, and the magic of shared joy. This year, let’s celebrate a Christmas that’s about belonging and finding togetherness in a world that needs it now more than ever.