What price happiness?
For decades, society has taken the position that the workers most likely to succeed are those willing to compromise on both time and mental load to prove their willingness to stay ahead.
This is a mantra that corporations have long perpetuated.
The pandemic has forced a different modus operandi, fostering a workforce that embraces a work-life balance.
In fact, personal sacrifice has been proven to be the enemy of progress.
A recent study by ‘Tracking Happiness’ in 2023 found that flexible working can increase employee happiness by up to 20%. And a further study by ‘Social Market Foundation’ found happy employees to be 20% more productive.
There is a clear correlation between happiness and success.
Today, faced with the economic crisis, companies who are responsible for the brands that permeate every facet of modern-day living, would do well to understand the value of this equation.
Organisations spend a lot of time figuring out purpose for their brands, but surely, these sets of values, designed to engage consumers, need to be reflected in the internal philosophy.
A brand that only promotes its values outwardly and doesn’t pay attention to its internal messaging, is little more than an empty vessel.
For example...
Your brand is communicating to consumers that it is inclusive and benevolent, but your culture discourages asking for provision of childcare.
Your brand is about socialising, but the business is missing a forum for communication.
Your brand champions peace of mind, but your employees fear for their jobs.
...it may be time to reappraise your organisation, in the image of your brands.
Because an organisation that cannot ensure employee happiness in its various guises, cannot expect to be credible in delivering Brand Happiness.
How well does your organisation reflect its brand values in its culture?
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