With stress spiking and happiness a hot topic, as cited in our 10 Trends for 2013, we’ll see more marketers emphasizing themes of stress relief as a way to boost happiness. In 2011, we highlighted Hanes’ message that consumers could de-stress by de-cluttering their underwear drawers. Now Ikea is tapping into this idea in a U.K. and Ireland campaign for its storage and organizational systems: A commercial beautifully creates the anxiety-provoking atmosphere of an uber-cluttered home, with piles and piles of stuff keeping a young couple apart—until their place is transformed into an organized ideal. The tagline: “Make Room for Your Life.”
Happiness guru Gretchen Rubin (The Happiness Project) is currently promoting a similar theme in her latest book, Happier at Home, which outlines a yearlong guide to improving one’s home and, as a result, one’s quality of life. While the Ikea scenario is an exaggerated one, most of us can easily imagine feeling happier if only the mess at home could be sorted out.