In his debut column for MAD//Insight, former Virgin Atlantic and Aldermore Bank CMO, and host for MAD//UpNorth, Simon Lloyd, argues that marketers can learn a lot from The Grinch’ and the important role of marketing in creating connection.

It’s Not Just About What’s Under the Tree

What we can learn from The Grinch’ and the Important Role of Marketing in Creating Connection

As Christmas approaches, it’s easy to focus on the gifts neatly wrapped in shiny paper and tied with bows, but as the classic quote from The Grinch reminds us: “It’s not what’s under the tree that matters; it’s who’s around it.” This simple sentiment holds a powerful lesson for marketers and a reminder to sceptical colleagues: success is not just about selling products, but about leveraging the power of emotion to foster long-term loyalty and drive sales through meaningful connections with your audience. It also serves as a call to organisations to recognise the vital role of their marketing teams. As we all know, our teams are not just promoting products; we are the storytellers and relationship builders who create the emotional bonds that sustain customer loyalty and amplify our organisation’s impact.

It's not about what it is, it’s what it can become. 

The tale of The Grinch is not about ruining Christmas despite its notoriety, it’s really about discovery and a journey of self-reflection and change. If anyone has seen me speak over the last year, they would have heard me talk about the over importance of the relationship that the CMO and the wider marketing team needs to foster with other functions. The finance department and the relationship with the CFO is particularly important. It’s not just about being able to report on customer and growth metrics but really get under the skin of the business financials, learn the language of your finance colleagues, and become a true partner. In a world saturated with advertising noise it’s too easy for other functions to typecast marketing as the ‘P’romotional department and not having any impactful responsibility for the other ‘P’s. Christmas though is the perfect time to celebrate and revel in our magical and creative powers.

We all know that consumers are looking for more than a quick sale. They want authenticity, trust, and a sense of belonging. Marketing plays a pivotal role in delivering these values. By crafting messages that resonate with emotions, celebrating shared experiences, and addressing real needs, marketers have the opportunity to create bonds that last far beyond the holiday season. This approach also serves as a gentle counter to the marketing sceptics, much like the Grinch questioning Christmas. While the Grinch initially saw Christmas as unnecessary excess, he came to understand its deeper value—just as marketing's true worth lies in fostering loyalty, building emotional connections, and driving long-term success that goes beyond immediate results.

Retail brands like John Lewis, exemplify this perfectly. Their iconic Christmas campaigns aren’t just festive advertisements; they are emotional experiences that resonate deeply with audiences. By investing heavily in their brand at Christmas, John Lewis reinforces its position as a beloved household name, with the impact of this spend carrying through the entire year. It’s a clear demonstration that thoughtful, emotional marketing is not just a seasonal expense but a year-round investment in enduring success. 

For B2B businesses, Christmas is the perfect time for marketeers to remind their colleagues that their customers are humans and emotionally driven and believe in purpose. Despite engrained myths, the heart plays as much of a role as the head. For example, I am currently working with a start-up selling bespoke solar financing, rational and transactional you may think but what about selling a vision where funding for a world powered by renewable energy will light up all Christmases well into the future?

That's what it's all about, isn't it?  That's what it's always been about! 

Whilst the Christmas season offers a unique opportunity to engage with customers, the principles of meaningful marketing should extend year-round. By consistently prioritising connection over conversion, you can cultivate a loyal customer base that trusts and values your brand.

This Christmas let’s take a cue from The Grinch and focus on what truly matters. We can revel in the joys of our creative powers, but marketing isn’t just about the flashy campaigns or the perfectly crafted promotions, it’s about the people you serve and the connections you create internally as well as externally.

At the end of the day, it’s not what’s under the tree that matters; it’s who’s around it—and the relationships you build make all the difference.

Simon will be writing a regular column throughout the year for MAD//Insight.