Introducing our latest report: Marketing and Happiness

We are delighted to announce that our latest report Rare: Marketing & Happiness has just been released. This has been something of a passion project for the team here at Rare:. We wanted to explore something different that is fundamentally important to everyone: happiness, and show brands why businesses have a responsibility (and opportunity) to focus on it.

Currently no country performs in the top tier of the Global Happiness Index. As for the UK, it has slipped from 23rd place (2016) to 34th (2017). You have to go as far back as 1957 to find the time when Britain was at it most happy.  Post second world war was a very different time, and much has changed since then. Whilst it is not possible to assess the impact of major political events such as Brexit and the inauguration of Donald Trump on the levels of global happiness, there has never been a better time for businesses to think about how they can create happiness. We wrote about this on, just after the result of Brexit was announced.

We have found with our own research, only 1 in 10 people in the UK would describe themselves as being happy (taken from our research paper published this month ‘How to make your customers happy’). Within the results themselves, we identified that the top 10 chosen words used to describe themselves were positive, the top words being ‘Loyal’ (13%), ‘Honest’ (12%) and ‘Caring’ (11%).

How people describe themselves in the UK

That happiness is cited so often is surely a positive thing. Interestingly, happiness doesn’t seem to decrease or increase with age. According to our research, Generation X (13%) rank happiest, followed by Generation K (10%). Millennials and Baby Boomers are tied, with 9% each. Happiness ebbs and flows across our life stages.


Yes, we all know happiness is nice but why is it important for brands?

The research is important for brands seeking to build long lasting relationships with customers. From their research series In Pursuit of Happiness, Cambridge University have found that certain variables such as an individual's levels of trust in governments, societies and the legal system are significant in one’s happiness. Trust is a fundamental component of happiness, however there is a lot to do. Our Redefining Loyalty report showed that only 6% of people trust information from brands.

In order to make a contribution to the narrative and stand up at a time of uncertainty. Happiness shouldn’t be seen as an ideal. It should be something that is measured and accounted for. Measuring happiness should not just be the domain of macro research projects. It should be something that marketers seek to measure and identify how they contribute. There are many useful tools out there for understanding it, Cultoura are helping business understand organisational behaviours, and the Harris Reputation Quotient presents a useful framework for building reputation, identifying the role of employee happiness is a component.


Contact to find out more.

Thumbnail picture by Leo Hidalgo