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  • How can brands make happiness their business model?
  • How can brands make happiness their business model?
    Aperol Spritz, Creative Commons (2015) ©
Science

Feeling good! The science of happiness

As people increasingly value products that not only prevent ill health, but also promote happier lifestyles, the global wellness industry has grown to be worth $3.4 trillion. Canvas8 spoke with consumer psychologist and brand consultant Dr. Paul Marsden to find out how brands are selling happiness.

Location Global

Scope
As people make the connection between well-being and quality of life, the global wellness industry has exploded, reaching an estimated value of $3.4 trillion in 2013 – three times larger than the pharmaceutical sector. We increasingly value products that not only prevent ill health, but also promote happier and healthier lifestyles.

Yet while many brands are now focusing on enhancing their consumers’ happiness through well-being – exemplified by the likes of Lululemon, Strava, Headspace and Vita Coco – Coca-Cola has abandoned its ‘Open Happiness’ campaign, which began in 2009 ...

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