Brands sell happiness. And, of course, brands sell perennial unhappiness.
They’re two sides of the same coin – on the one hand, we promise consumers that their next purchase will make them happy. And as soon as they’ve made the purchase, we tell them they need to update to the latest model / version / colour to truly be happy. It’s sad, but this method of selling planned obsolescence is a reality of 20th century marketing.
Consumers are getting wise to marketers’ superficial promises of happiness through consumption. They’re beginning to understand that happiness without consumption isn’t just possible, but natural.
How will brands survive?
To decode happiness from a brand perspective, I brought aboard author and psychologist John Marshall Roberts. Check out our lively discussion below!