ABSTRACT
Happiness is a core proposition for many brands. But there is a world of difference between short-term kicks and long-term life satisfaction. Unhealthy foods, alcohol, cigarettes and gambling all illustrate a tension between short-term pleasure and long-term health and happiness.
The customer is not always right. Our poor forecasting and lack of self-control means that consumers overestimate the benefits of buying. We consume and pay more for stuff than our rational selves would allow.
Brands are accused of perpetuating mindless consumption and creating expectations that simply cannot be met. High consumption of most products is not associated with increased levels of happiness.
Building brands for wellbeing involves delivering instant gratification as well as long-term life satisfaction. Frustrating customer service is tackled. Rather than overpromising, advertising is refreshingly honest.
Campaigns are redefined to help people feel good about themselves, and trigger actions that lead to higher self-esteem, improved health and stronger relationships. Finally, marketers use their skills and research to test whether all this makes a difference to how we feel about life.
