How Manufacturers Can Money in on the “Joyconomy”

Let’s face it, we might all do with slightly lighthearted enjoyable infrequently. 

Final June, I and the Tendencies group found that adults had 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 proceed their search for positivity and jubilance. And, manufacturers are taking discover. Listed below are three tendencies 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 Motels’ Manhattan department launched their Playful Stays to supply “infinite amusements enlivened with the spirit of the absurd.” Facilities included recreation rooms, pinball arcades, dress-up gadgets, and Instagram-worthy decor. 

How are you going to leverage comparable ways?

Should you’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 not too long ago 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 supply 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 up-to-date shopper tendencies survey.

2. Social Platforms Prioritizing Positivity

Sure, social media comes with a LOT of negativity lately. And, a whole lot of platforms will do the alternative of making pleasure. However, right here us out.

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

The latest winner? A social positivity app for teenagers.

Gasoline, which permits customers to anonymously praise one another, launched late final August. By the next October, it had hit the highest 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 4 group members, Gasoline was acquired by Discord.

This give attention to social positivity is echoed by new neighborhood app Area of interest, sizzling off a $1.8-million pre-seed increase. 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 evaluations are as optimistic because the app’s expertise.

Greater than ever, shoppers are clearly searching for optimistic modes of engagement, intimacy, and help on-line. Individuals wish to really feel a way of belonging that present platforms (Fb, Instagram) simply can’t supply.

Whereas model strategists can proceed to maintain optimistic platforms (and the tendencies rising on them) on their radar, entrepreneurs might compete straight 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 incredible instance of a model that prioritized the “joyconomy” on social media is athleisure model JoJa, which has a robust social presence constructed on motivating and optimistic content material and not too long ago launched a community-focused train 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 can even unlock unique JoJa clothes reductions by finishing health challenges.

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

Set Lively simply launched a “community-driven” brick-and-mortar retailer, impressed 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 Pleasure Exercise, which incorporates actions scientifically proven to elicit optimistic feelings (like bounces, sways, jumps, and a transfer McGonigal calls “rejoice,” 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 greater than double since 2020, and have since launched digital class choices and a neighborhood Discord server.

Begin Participating Completely satisfied 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 soar for pleasure.

Editor’s Observe: This piece was initially printed in Tendencies’ Premium Publication and was not too long ago edited, up to date, and tailored for the HubSpot Weblog.