Do brands want our #happiness?
Wellbeing. Generosity. Inclusion.
These are just some of the central themes of many #campaigns in recent years, characterized, however, by major economic and social crises.
In this difficult period, #brands are making an incredible push for our mental escape from daily problems, for our happiness.
It is not just my opinion, but also what emerges from trends and, I want to add, from a splendid reflection by Giampaolo Colletti Coletti in the Italian newspaper Il Sole 24 Ore.
What are the elements that indicate this trend?
As also highlighted in Coletti's article, many of the campaigns awarded at #Cannes were characterized by the central role of happiness.
But not only that: Amazon's "Kindness, The Greatest Gift" campaign, or the protagonists on small and large screens, from #Disney's "Wish" to the rebirth and rediscovery of series like "How I Met Your Mother".
The social and environmental commitment of brands is slowly rediscovering one of the most "archaic" dimensions of #marketing: making people happy.
And the really interesting thing is that this commitment, as one might imagine, is expressed differently by the various companies.
In a Forbes article, for example, Mary Meehan highlights how the trends of kindness, belonging, nature, perspective, and #purpose are some of the angles with which brands are interpreting this challenge.
However, as usual, I wondered if there was other recent evidence of the link between brands and happiness.
There are many, but I found one of the most intriguing in the paper by Kumar, Paul, and Starčević (2021), who demonstrated how "masstige" brands, i.e. non-#luxury brands or mass brands can have prestige associated with it (like Apple), are particularly suited to generating "brand happiness".
What do you think? Are brands making a real commitment to our happiness again?
#marketing #advertising #brandmanagement #consumerbehavior
Sr. Travel Advisor at AAA Chicago - The Auto Club Group
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