Over the past 50 years, living standards, life expectancy and material wealth have increased—the only thing that hasn’t is happiness. Numbers from the World Database of Happiness confirm this. During a recession, happiness naturally performs even worse, with consumers experiencing status anxiety more deeply: “Why do others have more than me?”
That’s one of the reasons the happiness economy becomes more important. As a brand that has been leveraging the concept of happiness for years, Coca-Cola has turned out a slew of ads during the downturn that put a creative and inspiring spin on the idea. In one of the latest spots, a university’s Coke machine becomes a “happiness machine,” dispensing everything from sunflowers to pizzas along with a bounty of Cokes.