The brand ‘Happiness’ is getting unforeseen amounts of market traction. This rhetoric on happiness arrived as a gigantic opportunity for brands, according to Ann Mack, director of trendspotting at JWT. She said, “People are thinking of happiness in a more prescriptive way.” But wasn’t it getting exploitative? A definitive ‘No’ was the answer. They reasoned that instead of feeding the fears and exploiting the weaknesses of the consumers, brands that design ways to make the customers happy, would have the ethical and moral advantage. Consumer happiness was a better proposition than customer satisfaction, any which way you saw it.
You might as well just imagine them saying, ‘You know that old saying that money can’t buy happiness. Now science proves that. OK. And here we are offering something that money can’t buy – happiness! After all, the pursuit of happiness is a fundamental right and…
