Summer 2017

The Research

In this report, we explore happiness, how people achieve it and what it means at different life stages. As a concept, happiness is a vast, well-trodden landscape. Our research was therefore angled to identify what is most relevant for marketers and what they can do about it. Everything we uncovered has led us to five principles of “positive marketing”, which form part of the report. These principles show how to engage with customers in ways that foster happiness – ensuring more secure, meaningful, long-term bonds.


Why Happiness?

In our last report, Redefining Loyalty, we observed how brand trusts ranks really low among UK consumers. According to “In Pursuit of Happiness”, by Cambridge University, trust and happiness are closely linked and for that reason we decided to focus our efforts into understanding how brands can bring happiness to create a long term and trusting relationship with their customers.

Following up on a recent poll of 2,649 people in the UK that we carried last November, we found the top two reasons people lose trust in a brand are bad customer service, poor quality, corruption, misleading advertising and change in prices. These are all negative experiences which relate to emotional responses and which could be turned into positive ones, if brands focus on the most important element of human existence: happiness.

Despite significant shifts in the world, there is still as much that unites people as divides them. There are still reasons to be happy and brands are in a good position to help people achieve it. 

These were our key findings:

  • Happiness isn’t a transient notion. There are short-term and long-term definitions of happiness that need to be considered by brands.

  • Health, self-respect and sense of belonging are consistently important to achieving happiness across all generations.

  • Developing self-identity is a key component of happiness for younger generations.

  • Younger generations are more likely to impulse buy, but paradoxically are more likely to feel guilty about it.

  • Brands need to build trust and happiness from the inside out. Defining their values and behaving in a consistent manner is paramount.

Want to know how we can help you understand what your customers want & need? Just get in touch at hello@rare.consulting

Download your copy of the Rare: Why Happiness?

Don't worry, we won't be spamming you with endless newsletters. In exchange for your email address we will be sending you our upcoming research reports directly to your inbox.

Featured in:


Having worked in hundreds of organisations over the last 20 years, it is rare that the management of those organisations have values that have been defined; and, if they have been defined, that they are communicated and the behaviour corresponds to the stated values.
— Michael Crowe, Owner and Director of Excel Unlimited UK & Co-Founder of Cultuora
Start at looking at what a brand can actually do, what it delivers, what is good about it in the world.
— Rebecca Fleming, Strategy Director, AMV BBDO
A significant challenge for the employer is to first establish what “meaning” is - what that means for them as an organisation and how their existing workforce perceive it to be and then effectively communicating this to all its people and future potential employees.
— Mirage Islam, Digital Transformation Consultant & Co-Founder of Cultuora

Found that interesting? Check out our other reports.