This archive report was first published on 15 December 2019.
Published on December 15, 2019, the world of greeting cards has undergone significant transformations since the Hallmark brothers rebranded their postcard and wrapping paper business in the 1920s.
Today, Hallmark is working to ensure its cards are inclusive and reflect the changing cultural landscape. The company has established 'employee resource groups' to promote diversity and create a more welcoming environment for all.
Marketing manager Rob Reeder shares a personal anecdote about the importance of inclusivity, stating, 'That validates us out in the open. It says, you see me.'
For many, greeting cards serve as a lifeline during difficult times. Kasia Galazka, a writer from Atlanta, uses cards to communicate with her loved ones when struggling with bipolar disorder.
Vanessa Toro, a marketing executive, believes that sending cards is a 'stance against the rush' of digital communication. A 2018 survey found that 81% of respondents considered handwritten notes more meaningful than digital messages.
While traditional card brands focus on staying culturally relevant, Minted, a San Francisco-based brand, takes a different approach. The company allows consumers to guide its design process, sourcing cards from independent artists and designers through public voting.
Minted's founder, Mariam Naficy, notes that the brand's designs often feature people navigating flawed and difficult lives, trying to make the best of them.
