World Happiness Report: How Brands Can Boost Wellbeing
- Happiness in Focus: The pressures and worries of the Covid-19 pandemic have impacted ‘life satisfaction’ – one of the metrics used in the World Happiness Report. For example, in the UK, overall life satisfaction (graded from worst to best: 0-10) fell from 7.16 in 2019 to 6.80 in 2020 – a decline of “statistical significance.”
- As we discuss in The Silent Pandemic, brands and institutions need to be mindful of and address Covid-19’s potential long-term impact on mental (not just physical) health.
- Encouraging Positive Mindsets: The study found that positive psychological characteristics, such as gratitude and resilience, helped protect consumer mental wellbeing during the pandemic.
- In addition, negative language and sentiments on social media have the opposite effect – detrimentally impacting scrollers’ mental health. Brands, therefore, have the responsibility to cultivate a positive online presence for the benefit of fan wellbeing. See our profile on Hopepunk consumers – who choose optimism and kindness in the face of adversity – in Radical Positivity for inspiration.
- All Together Now: Unsurprisingly, consumers with connection to friends, family and loved ones during the pandemic reported higher life satisfaction. This finding reinforces the importance of social interaction to mental wellbeing.
- When cultivating communities, voice communication is found to produce stronger social connection – explaining the rise and rise of social audio platforms such as Clubhouse. See Audio: The New Social Platform for more.
- Giving Back Gives Back: Consumers looking to boost wellbeing should also consider prosocial and altruistic activities. The report found that both volunteering and charitable payments have beneficial impacts on happiness – a trend we explore in Aspirational Altruists.