Halloween’s a weird one, both in concept and history. A holiday that reflects pagan sensibilities, of Welsh and Iris h origin, under the guise of a Christian holiday. Today it doesn’t have much to do with honouring saints or praying for the dead, and has instead taken on a face that more significantly reflects hallmarks of contemporary American culture. Spooks, scares and sweets all wrapped up in enormous orange marketing efforts. When and why then did it make its way down under? It doesn’t seem a very good fit.
There’s something decidedly Autumnal about Halloween. A celebration of harvest time and getting comfy against the coming cold. It’s wrapped up in oranges and auburns, with pumpkin’s flooding the streets (and every product imaginable https://www.eater.com/2017/9/26/16330438/pumpkin-spice-food-pop-tarts-kit-kats-milanos-jello). With it coming at a time when we here in Australia are breaking out the eskies and barbies again, there’s an understandable dissonance.
The Australian kick back against halloween is, however, perhaps more to do with its commercialisation and a particularly American form of commercialism at that. The holiday itself, as aforementioned, has little to actually do with Australian culture and has only taken its first stumbling steps into the Australian national consciousness in the last few years. Its popularity has grown particularly amongst younger generations, due to the influx of American media through the internet and television. Deakin Business School researcher and consumer behaviour expert Dr Paul Harrison (http://this.deakin.edu.au/society/should-we-really-be-celebrating-halloween-in-australia) has charted the close association between American big business and Halloween’s present day incarnation. America is responsible for producing a vast amount of the world’s sweets. Confectionary giants like Mars, Inc. hold a massive place in contemporary culture and have everything to gain from any and all foreign markets embracing a holiday devoted to the celebration of all that is sweet and sugary.
Harrison believes this is where disgruntled Australians should focus their aggravations, on the commercial side of things rather than the holiday itself. Harrison suggests that, as Australia has done with so many other cultural traditions in the past, the country should be open to the holiday. Halloween is not merely a product of America, but something celebrated the world over; by differing people in differing ways.
Business is at the heart of Halloween and is the biggest player in its expanding popularity. Perhaps the key to Australia coming to terms with Halloween is in acceptance and adaptation. It seems unlikely the practice is going away any time soon. It’s time to put that distinctive Aussie spin on an old, and already amorphous tradition. In both business and practice.