Coca-Cola and the happiness economy

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.

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