The pursuit of happiness may conjure up notions of carefree abandon, but it has become a serious business. Ben Cooper examines how positive psychology – a field of psychological study focused on happiness that has emerged over the past two decades – is in tune with key consumer trends and is proving an effective framework for new approaches to brand marketing.
This year saw the publication of the UN’s fifth World Happiness Report. Norway was found to be the happiest of the 155 countries examined, the US continued its fall down the rankings, while Sweden and Australia tied for ninth place with a score that was identical, to three decimal places.
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