Established in 2005, International Tea Day brings awareness to the tea workers’ contributions to the tea world and their working conditions. It has been observed annually on December 15. However, starting in 2020 it will take place on May 21. But, how exactly should one recognize it? Well, if you’re a business owner I would steer away from using this day as just another marketing opportunity. As someone in the marketing industry, I wanted to offer some other options that businesses, tea related or not, can take into consideration if they would like to honour International Tea Day.
What is International Tea Day?
International Tea Day was created to start discussions related to the working conditions, rights, wages, health and safety of those who are responsible for bringing our favourite beverage to us — the tea pickers and workers.
How to not Celebrate International Tea Day
I believe it is vital to note that International Tea Day should not be seen as any other “national” food/drink day (ie. National Tater Tot Day or National Chai Day). While some food/drink holidays originally existed with a purpose, most were just made up for fun. This is not the case with International Tea Day.
It was not created to just promote tea retailers and sales like other food-related days throughout the year. Therefore, you should not be marking this day with sales that only benefit one company and consumers. Whether it is 10% off or even 50% off your teas and products, it is not meant to be a day of consumer discounts or even a day to highlight health benefits. This takes away from the true meaning behind it.
Related Post: What International Tea Day Means to Tea Drinkers Around the World
Instead…
Fortunately, there are other ways to observe the important day! Instead of discounts and promoting health benefits, businesses can do more. Businesses can spread awareness on contributions and conditions of workers. Here are a few options that will engage consumers:
- Inform consumers where you source specific teas. Not just the country, but the farm as well.
- Share facts about the workers on that tea farm — their wages, living situations, etc. You can do this through social media, tea labels, posters, brochures, or even include it on receipts!
- Host a workshop that teaches consumers more about how the tea leaves get to their cup today. From growing, harvest, processing, packaging…etc. Make it accessible by offering the class for free, or a small fee to be donated to a related charity.
- Share what International Tea Day means to you through your own online platform or in-store. In turn, ask consumers what it also means to them?
In the end, use this day as an opportunity to educate. Get consumers thinking of all of the steps involved in bringing tea leaves from the farm to their cups.
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