Modern-day merit
The desire for joy is age-old, but its importance feels heightened in today’s world. Anxiety and depression in the United States climbed in 2020, at the height of the pandemic, and distress rates haven’t returned to normal since.
Although it’ll take more than joyful brands to resolve the social, political, and economic uncertainty around us, joy is a tool that soothes and unites us, even if only momentarily. That’s no small feat, and it’s also why joy resonates with consumers. According to Kantar, ads that evoke strong emotional reactions, such as joy, are 3.1 times more likely to increase brand appeal.
Pinpointing joy
According to psychiatrist and professor George Vaillant, joy tends to be on everyone’s list of positive emotions, and it’s different from happiness and pleasure, but it’s understudied and complex.
However, expert on design and joy Ingrid Fetell Lee says that scientists have generally come to agree that “happiness is something that measures how good we feel over time” while “joy is about feeling good right now, in the moment.”
So, how can brands deliver joyful experiences and foster feel-good moments for consumers? Here are some ways we’ve explored joy’s layers.
Joy is “all about connection” and the small miracles of life.
Baby brand Esembly uplifts through photography, no words necessary. Every shot embraces how babies’ mere existence is endearing, and it helps that real parent-baby duos were cast to maximize comfort and authenticity. You can feel the love through the screen.
But joy-inducing photography also lives out Esembly’s brand promise: “Live Less Disposably.” While this sentiment captures cloth diapering and the brand’s commitment to sustainability, it inspires audiences to relish the small pleasures of parenting, too—not taking their little one’s smallness, rolls, or spirit for granted.
Joy inspires us to “reimagine the world” as a better place.
— WGSN
As a sparkling wine brand, La Marca naturally operates in a space of positivity and celebration. The social campaign that launched its Rosé varietal envisions a special kind of rose-tinted dreaminess, though.
Video and photo content imagines a simpler, idyllic land of blue skies, pink clouds, and cheerful balloons. The hero line “Rosy Skies Ahead” elevates optimism. Nestling in the campaign’s utopian scene brings the possibility of something warmer within reach.
“The drive toward joy is the drive toward life.”
Joyful journeying is central to the awareness campaign that complemented the relaunch of Country Inn & Suites by Radisson. Animated spots and bespoke illustrations feature a cast of relatable, road-tripping characters, from family to friends to the traveling business guy.
Each character’s storyline documents how they find joy—and the stories collectively showcase how there’s more than one way to access it. For the traveling business guy, it’s the relief of giving a successful presentation, and for the soccer mom, it’s the delight of watching her son make memories with his team. Absorbing characters’ joyful moments invites audiences to reflect on their own joy catalysts and what makes them feel the most alive.
Joy isn’t entirely straightforward as an emotion or in terms of how it belongs to your brand. But since it has many facets—from a more calming nature to a more actionable one—there’s likely an authentic and aligned direction out there. Let your brand’s unique identity lead the way by tapping into its true essence. Brands are embedded into our everyday lives, and it’s safe to say that many consumers would appreciate more everyday joy, too.