The Happiness Index Is About Branding
Happiness has been an elusive subject since the early reflections of Greek philosophers. Other disciplines have also taken an interest in the subject and there is even a scientific periodical, The Journal of Happiness Studies, exclusively devoted to the issue. Even some multinationals have sought to link their branding strategies to happiness, but studies exploring the connection between happiness and brands are still rare.
In fact, happiness can cement an emotional relation with consumers stronger than that provided by mere customer satisfaction. This was the starting point of the research study conducted by the SDA Bocconi's Brand Academy, which monitored 120 consumers who kept personal diaries for 28 days each. Out of a total of 1,500 pages written, 57 brands were spontaneously cited, while 156 were mentioned in stories specifically associated with happiness. The study produced results that have theoretical and managerial implications.
First of all, it emerges that there are various kinds of consumer happiness, characterized by differing levels of arousal. In fact, choosing which kind of happiness to be pursued is a strategic brand management decision, which can be guided by measurement on a happiness index. Secondly, thinking about happiness makes people happier: consumers who were part of the test group exhibited higher average levels of happiness with respect to the control group. According to this perspective, brands can play an important role in the lives of individuals, insofar as they can contribute to happiness.
It emerges that brands do contribute to our well-being, by relaxing us or exciting us, helping us to excel, creating intimacy, and being complicit in developing our social networks. By making us feel freer and more at peace with ourselves, brands do not only meet expectations, but nurture them by raising hopes of happiness. Thirdly, corporate investments in consumer happiness yield high returns. The study found a correlation between the degree of perceived happiness and three key marketing indicators, namely promoter score, top of choice, and brand loyalty. Lastly, various product categories generate emotional involvement and happiness; these include fast fashion and technology for young people, travel and design for adults, and health and food among the elderly. However very few brands seem able to engender feelings of happiness. An excessive emphasis on value-for-money strategies in brand management could be a reason for this.
Summing up, happiness is an important tool in the hands of brands. As Roberto Benigni once said about its role in our existence: "Even if sometimes happiness forgets about us, we must never forget happiness until the last day of our lives."