When Mariah Carey or Coca-Cola invite themselves for Christmas: our collective traditions put to the test by capitalism

& All she wants for Christmas….& Kraft74/Shutterstock by Benjamin Beef, IÉSEG School of Management The emotional and unifying power of traditional festivals could only interest marketing. More and more companies are trying to associate their image with a festival like Christmas. Why? What risks do they take by doing so? Major holidays, whether religious or cultural, occupy a central place in our lives. However, these celebrations, once centered on symbolic or spiritual values, are now increasingly linked to the consumption of products that have become iconic. Who doesn’t associate Christmas with Mariah Carey these days? Her hit “All I Want for Christmas Is You” has become a staple of the month of December, so much so that Billboard magazine estimated that in 2021, Sony earned around& $2.95 million from this single& . This figure clearly illustrates the extent of the commercialization of certain collective celebrations. How did we get here? By what mechanisms have brands transformed collective celebrations? What risks do they take? When tradition and capitalism meet Major holidays, whether religious or cultural, are increasingly influenced by corporate marketing strategies that seek to capitalize on their popularity and symbolism. By integrating products into the rituals associated with these holidays...