We believe in doing business thoughtfully.

Because treating customers with the same care you would give your own friends and family is the right thing to do.

So in 2019 we launched our Thoughtful Marketing Movement, which aims to change the culture around brand communications and improve the experience for customers across the industry.

The movement is now a community of over 170 businesses. From newsletters and advice to Q&As with marketers in the community, opinion pieces, live panels, and how-to guides, the movement is a space for marketers to discuss, inspire, educate and help each other find ways to be more thoughtful together.

It all started with two words: opt out

We were the first company to give our customers the chance to opt-out of emails about sensitive occasions (like Mother’s Day). And the response from our customers and the wider community was unexpectedly huge. It even got mentioned in a Parliamentary debate. We saw the enormous potential to make a positive impact by spreading the principles of opt-out more widely.

But when does ‘opt out’ become too much?

More recently we’ve heard that, for some of you, the amount of opt-out emails you receive from companies who’ve joined the movement can become overwhelming. We believe we should always do business with as much care as possible. So, in response to your feedback, we’ve made the decision to stop sending these emails ahead of sensitive occasions.

Our new approach

Instead, we’ll be checking in with our customers every now and then with reminders on how to update their marketing preferences – and be in control of what they want to hear from us about, and when. We’ll still offer you the option to mute any sensitive occasions. But we won’t be adding to the noise during certain times of year that some people already find tough.