How Manufacturers Can Money in on the “Joyconomy”


Let’s face it, we might all do with a little bit lighthearted enjoyable from time to time. 

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

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

search volume increases for the term "How to have fun in life?"

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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 “limitless amusements enlivened with the spirit of the absurd.” Amenities included recreation rooms, pinball arcades, dress-up gadgets, and Instagram-worthy decor. 

How are you going to leverage related ways?

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

However, you don’t must reinvent the wheel, know a celeb, construct a large-scale rebrand, or personal an enormous firm to supply folks 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, numerous platforms will do the other of making pleasure. However, right here us out.

Simply once you assume the market is saturated with unfavourable, 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 take into account 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 whole of four workforce members, Fuel was acquired by Discord.

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

To date critiques are as positive as the app’s experience.

Greater than ever, customers are clearly in search of optimistic modes of engagement, intimacy, and assist on-line. Folks wish 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 tendencies rising on them) on their radar, entrepreneurs might compete instantly with area of interest social platforms, designed round positivity and uplift, for particular markets like seniors or the LGBTQ+ group. 

3. Pleasure-First Product Choices

An ideal 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 just 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 suggestions, and diet recommendation. Members also can unlock unique JoJa clothes reductions by finishing health challenges.

They aren’t the one activewear model leaping on the playfulness and group tendencies.

Set Energetic simply launched a “community-driven” brick-and-mortar retailer, inspired by childhood discipline journeys to museums, in addition to a Group 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 fun,” 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 group Discord server.

Begin Participating Pleased Audiences

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

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

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