How Brands Can Cash in on the “Joyconomy”

Let’s face it, we might all do with somewhat lighthearted enjoyable on occasion. 

Final June, I and the Tendencies workforce found that adults have been more and more looking what we referred to as “kidding round phrases:” like “fairytale bedrooms for adults,” “grownup pigtails,” and the humorous record continued.

Because it seems, the get together was simply getting began: from our follow-up analysis, we’re seeing shoppers continue their search for positivity and jubilance. And, manufacturers are taking discover. Listed here are three developments we have been watching within the “joyconomy” area.

3 Joyconomy Tendencies to Watch

1. Playful Model Expansions

Over the previous two years, manufacturers have tweaked their choices, model expansions, and campaigns to encourage optimism and childlike abandon. For instance:

• Shortly after, Moxy Inns’ Manhattan department launched their Playful Stays to offer “infinite amusements enlivened with the spirit of the absurd.” Amenities included recreation rooms, pinball arcades, dress-up gadgets, and Instagram-worthy decor. 

How will you leverage comparable ways?

When you’re an entrepreneur with extra time and management over your model, you can additionally rebrand choices historically centered on youngsters, or introduce playfulness via product expertise — like Seth Rogan’s hashish model Houseplant, which lately unveiled new collectible, Lego-like packaging (this one is clearly just for adults).

However, you don’t have to reinvent the wheel, know a star, construct a large-scale rebrand, or personal a giant firm to offer individuals with moments of enjoyable and emotional launch. 

Merely creating humorous or optimistic social media content material or commentary might do the trick, as we found in our most recent consumer trends survey.

2. Social Platforms Prioritizing Positivity

Sure, social media comes with a LOT of negativity today. And, plenty of platforms will do the other of making pleasure. However, right here us out.

Simply once you suppose the market is saturated with detrimental, duplicative social media channels, a brand new entrant comes alongside, knocks it out of the park, and demonstrates a brand new vibe we will all contemplate digging into. 

The latest winner? A social positivity app for teenagers.

Fuel, which permits customers to anonymously praise one another, launched late final August. By the next October, it had hit the top spot on the App Retailer (beating even TikTok), and by December it had reached 10m downloads and $6 million in gross sales. 

Lower than six months after launch and boasting a grand complete of four workforce members, Fuel was acquired by Discord.

This concentrate on social positivity is echoed by new neighborhood app Niche, scorching off a $1.8-million pre-seed raise. Customers be a part of close-knit social golf equipment round shared identities or pursuits, and golf equipment are sometimes centered on positivity — like Hit of Happiness.

Up to now critiques are as positive as the app’s experience.

Greater than ever, shoppers are clearly on the lookout for optimistic modes of engagement, intimacy, and assist on-line. Individuals need to really feel a way of belonging that present platforms (Fb, Instagram) just can’t offer.

Whereas model strategists can proceed to maintain optimistic platforms (and the developments rising on them) on their radar, entrepreneurs might compete immediately with area of interest social platforms, designed round positivity and uplift, for particular markets like seniors or the LGBTQ+ neighborhood. 

3. Pleasure-First Product Choices

An excellent instance of a model that prioritized the “joyconomy” on social media is athleisure model JoJa, which has a strong social presence constructed on motivating and optimistic content material and lately launched a community-focused exercise app.

JoJa’s new platform goals to foster intimacy by gathering like-minded people who can bond over shared exercises, magnificence ideas, and diet recommendation. Members may also unlock unique JoJa clothes reductions by finishing health challenges.

They aren’t the one activewear model leaping on the playfulness and neighborhood developments.

Set Energetic simply launched a “community-driven” brick-and-mortar retailer, inspired by childhood subject journeys to museums, in addition to a Neighborhood Assortment, which options designs chosen by followers.

In the meantime, Psychologist Kelly McGonigal put a easy — but optimistic spin on the much-seen health enterprise mannequin by launching the Joy Workout, which incorporates actions scientifically proven to elicit optimistic feelings (like bounces, sways, jumps, and a transfer McGonigal calls “have a good time,” which mimics tossing confetti).

Becoming a member of in on the enjoyable is Pony Sweat, an ’80s-style dance health firm that champions “anti-perfectionism and radical self-acceptance.”

They’ve seen their Instagram following more than double since 2020, and have since launched digital class choices and a neighborhood Discord server.

Begin Partaking Blissful Audiences

In the end, manufacturers don’t must open bodily shops or develop their very own app to provide intimate neighborhood constructing, or optimistic motivation a go. They simply want a little bit of creativity, and — ideally — pursuits in making their viewers leap for pleasure.

Editor’s Notice: This piece was initially printed in Tendencies’ Premium E-newsletter and was lately edited, up to date, and tailored for the HubSpot Weblog.