Point of View: The all-inclusive package

As a long-time publisher of humorous designs that caters well for the gay community within its wide portfolio, Dean Morris, founder of the eponymous company comments as to where the trade is on the inclusivity front for the LGBT front especially.

Dean Morris believes the card industry has come a long way, but still could do more.
Dean Morris believes the card industry has come a long way, but still could do more.

“I believe it is a lot better than it was in both the availability of cards and also the selection and design of what is on offer,” says Dean. “I remember when the only cards I would see were either a little too ‘worthy’ to not sound too insulting or comprised of clichéd – almost always black and white – images of two hands holding and the like. What we have now is card companies either having a bit more fun or providing cards for two mummies, for example without it being such a big deal. Products are certainly not as niche as they were and that has followed the real world quite closely. It still makes the news though so we’re not completely there yet.”

A Mother’s Day card from Dean Morris.
A Mother’s Day card from Dean Morris.

The rise of the internet has certainly helped with a much greater selection of cards to reflect the diversity of society, with Dean adding: “you may not always be able to find all the cards you might need in bricks and mortar premises, but with the added Aladdin’s cave of the internet you normally can.”

Not so niche anymore – cards that celebrate diversity are more mainstream than ever before.
Not so niche anymore – cards that celebrate diversity are more mainstream than ever before.

Of course, as with anything there is always room for improvement. “More choice, more stockists and greater availability of designs would always be good,” says Dean. “But we always need to remember that shops and greeting card suppliers are also a business so there has to be a commercial need for more and more inclusive designs. I wouldn’t expect a small retailer to carry as many inclusive cards as other customers of mine, such as Prowler in Soho and Brighton. But a small offering – as many do – and visible in the store would always be a bonus.”

  • A more comprehensive article on the inclusivity of greeting cards will appear in the May edition of Progressive Greetings due out this week.
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