How Brands Can Cash in on the "Joyconomy"

Let’s face it, we can All Have some light fun occasionally.

Last June, I and the Trends team discovered that adults are increasingly searching for what we call “joke-around words”: like “fairy tale bedroom for adults,” “adult pigtails,” and the fun list goes on. doing.

As it turns out, the party was just getting started: From our follow-up research, we’re seeing that consumers continue to seek out positivity and joy. And, brands are taking notice. Here are three trends we’re seeing in the “joyeconomy” sector.

3 joyeconomy trends to watch

1. Agile Brand Extension

Over the past two years, brands have revamped their offerings, brand extensions and campaigns to encourage optimism and childlike sacrifice. For example:

• Shortly after, the Manhattan branch of Moxy Hotels launched its Playful Stays Proposal “Endless entertainment animated by the spirit of the absurd.” Features include a game room, pinball arcade, dress-up items, and Instagram-worthy decorations.

How can you take advantage of similar tips?

If you’re an entrepreneur who has more time and control over your brand, you can rebrand traditionally kid-focused offerings, or introduce playfulness through the product experience — like Seth Rogen’s cannabis brand. Houseplant, which has recently unveiled new collectible, lego-like packaging (this is a Clearly for adults only).

But, you don’t have to re-invent the wheel, be a celebrity, create a massive rebrand, or own a big company to provide people with moments of fun and emotional release.

As we found in our most recent consumer trends survey, simply creating funny or positive social media content or commentary can do the trick.

2. Social platforms are giving priority to positivity

Yes, social media brings a lot of negativity these days. And, too many platforms will do the opposite of creating happiness. But, here we are outside.

Just when you think the market is saturated with negative, repetitive social media channels, along comes a new entrant, knocks it out of the park, and showcases a new spirit we can all consider.

The most recent winner? A social positivity app for teens.

Gas, which allows users to praise each other anonymously, launched late last August. By next October, it was reach the top spot on the App Store (beating even TikTok) and by December it had reached 10m downloads and sales of $6 million.

Less than six months after launch and claimed total Four Team member, gas was Acquired by Discord.

This focus on social positivity is echoed by the new community app niche, hot off a $1.8 million pre-seed raise. Users join close-knit social clubs based on shared identity or interests, and clubs often focus on positivity – e.g. hit of happiness,

There are reviews so far AAs per experience with the app it is positive,

More than ever, consumers are clearly looking for positive ways of online engagement, intimacy and support. People want to feel a sense of belonging to existing platforms (Facebook, Instagram) Just can’t offer.

While brand strategists may continue to keep positive platforms (and the trends emerging on them) on their radar, entrepreneurs may compete directly with specific social platforms designed for positivity and upliftment for specific markets. senior Or lgbtq+ community.

3. Joy-First Product Offering

A great example of a brand prioritizing the “joyeconomy” on social media is athleisure brand Joja, which has a strong social presence based on motivational and positive content and recently launched a community-focused exercise app.

Joja’s new platform aims to foster intimacy by gathering like-minded individuals who can connect over shared workouts, beauty tips, and nutrition advice. Members can also receive discounts on exclusive JOJA clothing by completing fitness challenges.

They’re not the only activewear brand to jump on the playfulness and community trends.

Set Active recently launched a “community-driven” brick-and-mortar store, inspired Childhood field trips to museums, as well as a community collection featuring designs chosen by fans.

Meanwhile, psychologist Kelly McGonigal gives a simple but positive twist by launching her much-hyped fitness business model The Joy Workout, which includes movements scientifically shown to generate positive emotions (such as bouncing, swinging, jumping and a move McGonigal calls “celebrating”, which mimics Throwing confetti).

’80s-style dance fitness company Pony Sweat is joining the fun. Champions “Anti-perfectionism and radical self-acceptance.”

They’ve seen their Instagram following more than double in 2020, and has since launched virtual class options and a community Discord server.

Start engaging happy audiences

Ultimately, brands don’t need to open a physical store or develop their own app to foster intimate community building, or positive inspiration. All they need is a little creativity, and – ideally – an interest in making their audience jump with joy.

Editor’s note: This piece was originally published in the Trends Premium newsletter and was recently edited, updated, and adapted for the HubSpot blog.