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.