How happiness has become a formula for success for many companies and brands

Nine out of ten Spaniards assure that things, material goods, do not give happiness, but nevertheless they are convinced that they help a lot to achieve it. This was recently shown by a study by Vente-Privéeon the International Day of Happiness. Buying therefore helps to be happier and when you are happier you buy more. And, beyond what it implies in shopping matters and beyond everything that is spent thanks to happiness, this emotion has become a kind of contemporary obsession, a kind of mandatory element that we all have to pursue. The magazine articles say it, even the doctors say it when they recommend that you lead a healthy and happy life and they say it even the cups in which you drink your morning coffee. We all want (and have) to be happy. This obsession with happiness has generated many things Benin Mobile Database. To begin with (although this is the final conclusion and the element in which all this ended up culminating) some consumers and some analysts are already beginning to claim the right to be sad and the right to simply not be all day as if they were the protagonists of an idyllic image from the 50s.

The world is not in pastel colors and not everything that happens (and not everything one should hope for) is worth uploading to Pinterest or Instagram. At the end of the day, and although it may seem surprising, they already said it in a football news a few years ago: “everyone has the right to be sad, even if you are Cristiano Ronaldo.” “In today’s world it is quite common to deny sadness,” he explained to SModaIn an article on the importance of sadness, Gestalt psychotherapist Lola Sánchez Lebrato, “our culture of well-being denies everything that has to do with pain.” In today’s society, being sad is almost forbidden. But, beyond what can happen with sadness and with the vindication of it (and you don’t have to be a nineteenth-century romantic for that), happiness and the obsession with achieving it have had other impacts and other consequences. Continuing with it and its ramifications, happiness has become a rising value in the business world and in brand building .

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If happiness is what everyone is looking for, brands will do nothing but give it to them. The bubble of good roll This has created what could be called a bubble of good roll . Good vibes are everywhere and optimistic and positive messages have become something of a sell-it-all and used-for-everything item. It doesn’t matter whether you are a dentist selling a cavity prevention plan than a pet store, surely there is something that can be said or done that is perfect for the brand. After all, as so many Facebook updates from so many brands say, no matter how much it is Monday (or Tuesday, or Wednesday or any day other than Friday) the sun also rises. This has created a certain saturation in the consumer (there is the ‘evil’ Mr. Wonderfuck to prove it) and has made inspiring messages everywhere. We all already know about ‘keep calm and carry on’ (a message that was not used at the time because it was considered very paternalistic, as explained by an analyst in The Guardian who baptized – quite graphically – this whole movement of happiness such as’ cupcake fascism ‘, cupcake fascism) and we have all faced and bought products with pastel colors and retro and nostalgic airs that will make us as happy as at our grandmothers’ house.

What started as a first touch point, as something cuteand beautiful, it has become a kind of avalanche, an obsession that has touched everything. In a few years, there has been a pinterestization of society. Too mainstream Happiness has become absolutely mainstream and the go-to word to sell anything you can think of Brother Cell Phone List. “Everything is about happiness; there are so many books about happiness, there is Pharrell’s Happy. Happiness has become an overused word in current and contemporary culture,” explained Rodolfo Echeverría, the global vice president of creativity, connections and digital. of Coca Cola. After years of selling happiness, Coca-Cola has decided to change the hook, because happiness has become an element that too many are already using. “It stopped being something proprietary”, it said. Studies that have shown that brands that generate happiness sell more and the fact that consumers are more and more obsessed with happiness (you only have to look at search rates on Google) have only pushed brands in the search and in the offer of the happy.

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For sale, dishwasher capsules are even sold using the promise of being happy. How happiness is built Building happiness, even though everyone seems to be jumping into it and everyone seems to be obsessed with it, is not that simple. There is no magic wand to create those products that make consumers want them to be happy. How do you build a ‘happy’ brand and how do you sell the idea of ​​happiness effectively? In an article on FastCompany , they analyze how happiness is created or how the brands that play with it are creating it. Happiness is a game of mirrors, one might believe, and also a work of field and depth. The first stone in creating happiness or generating it is what experts call the Happiness Halo and that is really the illusion of being happy. It is not the experience itself or the product itself but rather the idea of ​​what all this may entail. The idea of ​​happiness is built starting from the anticipation of it and from the memory of what has happened on other occasions. Anticipating what can happen is in fact something so powerful that it can function as a stronger issue at levels of happiness than the experience itself. As the experts explain, this is what happens for example with the big events that we expect in advance.

The wait sometimes generates more happiness than the event itself. Anticipation is the first step towards happiness. After it comes what some brands call ‘portal’ and that is the moment between anticipation and the event or service that will make us happy. It is the moment in which the stress and unhappiness of the above are left behind to launch into the concrete fact that will give us that rush of happiness. For example, this is what makes theme parks go through a kind of tunnel space prior to the exact moment in which what they are going to offer us is revealed. And to that it is added that happiness or the offer of happiness is not something that is limited simply to the product or the exact moment but a weapon with which brands play more globally. Not only does it work to design the products but also to make the workers be part of that offer of happiness or that happiness comes organically (for example, designing things with the human point of view in mind).

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