Why happiness becomes important for brands

Why happiness becomes important for brands
“We are unable to be happy because we want to be happy,” says psychiatrist Damiaan Denys. That statement has been taken from life and the paradox is entirely in line with reality. According to the Dutch Sociaal Cultureel Planbureau, satisfaction with life has remained stable over the past ten years and the corresponding score is 7.8. At the same time, more than one million people are treated annually for mental illness in the Netherlands (GGZ). The World Health Organization even predicts that in 2030 depression will be the number 1 disease.

Attention to happiness
The fact is that the focus on happiness has been increasing for years. All sorts of organisations are conducting worldwide research into how happy we are. The United Nations World Happiness Report, published every year, is a historical overview of the state of global happiness that ranks 156 countries according to how happy their citizens are. The Global Happiness and Well-being Policy Report is published by the Global Happiness Council and contains articles from expert groups about happiness for good governance. The Happiness Research Institute is an independent think tank that investigates why some societies are happier than others. And the Happy Planet Index measures sustainable forms of well-being.

Insights from research
Organisations can take advantage of all those investigations into happiness. New insights that are delivered by research into global happiness offer the opportunity to reconsider both internal and external strategies. Marketers who develop and apply strategies in this area can offer value to customers and employees in the short and long term and can be valuable to the company.

Not always happy
An example of an initiative in this area is Burger King Real Meals, a series of meal boxes that represent different emotions. The customer can order a meal based on her or his mood: pissed, blue, salty, yaaas or dgaf. Burger King wants to make clear that nobody is happy all the time and that not everyone wakes up happily. Also not the children and young people for whom the meals are intended: #FeelYourWay. The Real Meals naturally refer to the Happy Meals of the well-known competitor.

Conditions for happiness
Researchers at TrendsActive have been analysing trends dealing with happiness and well-being for more than ten years. Currently we are working on updating this research for the publication of the PIM Trend report 2020 (Platform Innovatie in Marketing). We discovered the most important conditions for happiness and well-being: mental health, being together and living together, leading a meaningful life and being meaningful. Recent studies show that happiness is an important key to a meaningful existence. The pursuit of happiness as an objective is usually individual and short-lived, a meaningful existence as an ambition is often social and long-term in nature. In our trend report we will outline strategies to make adjustments.

Gain insights?
At TrendsActive we have created various presentations and workshops on developing strategies with regard to happiness and meaning. Do you want to gain insights and develop strategies for increasing happiness and well-being during a presentation or workshop? Then contact our trend researcher Hilde Roothart.

News / Inspiration

Load more content