How Brands Can Profit from the “Joyconomy”

Let’s face it, who couldn’t use a touch of joy and fun in their lives? In today’s world, where brands are constantly striving for innovative ways to engage consumers, the concept of the “Joyconomy” offers a refreshing opportunity.

Last June, our team at Trends noticed an increase in searches for whimsical terms like “fairytale bedrooms for adults” and “adult pigtails.” These were early indicators of what we now recognize as an emerging trend in the “Joyconomy,” where consumers seek buouyant and uplifting experiences.

From ongoing research, it’s clear that the search for joy and positivity is growing, with brands eagerly tuning in. Here are three crucial trends we’re observing in the “Joyconomy” landscape.

Key Joyconomy Trends to Watch

1. Playful Brand Expansions

Over the past couple of years, many brands have redesigned their product lines and marketing campaigns to include elements of playful creativity and joy. Take Moxy Hotels’ Manhattan branch, which launched “Playful Stays” to offer guests a whimsical experience with game rooms, pinball arcades, dress-up items, and Instagram-worthy decor.

• Moxy Hotels’ Manhattan branch and their Playful Stays introduced “endless amusements,” including game rooms, pinball arcades, dress-up items, and engaging decor.
  
  
  Amenities included
  
  

Want to leverage similar strategies? Entrepreneurs can rebrand offerings often associated with children or add playful elements to their products like Seth Rogen’s cannabis brand Houseplant with its collectible, Lego-like packaging. The goal is to provide consumers with fun and emotional enjoyment without needing a massive rebrand.

Even simple, positive social media content can work wonders, as shown in our recent consumer trends survey.

2. Social Platforms Prioritizing Positivity

While social media can often seem overrun with negativity, platforms centered around positive experiences are gaining traction. A great example is the app Gas, which allows users to anonymously compliment each other. Launched in August, it quickly climbed the charts, even surpassing TikTok, and was acquired by Discord.

Further, Niche, a community app, raised $1.8 million in funding and focuses on positive interactions within small social clubs. Reviews on platforms like the
Apple App Store are overwhelmingly positive, reflecting the app’s approach to fostering supportive, positive communities.

This trend suggests a significant opportunity for brands and entrepreneurs to create platforms or content that emphasize positivity and community, catering to various niche markets such as seniors or the LGBTQ+ community.

3. Joy-First Product Offerings

A shining example of a brand grabbing the Joyconomy by the horns is athleisure brand JoJa, which built a strong social media presence around motivating and positive content. They recently launched a community-focused app to promote fitness and well-being, further emphasizing joyful experiences.

Set Active and Pony Sweat are other examples of brands embracing playfulness. Set Active opened a community-driven store inspired by childhood experiences, and Pony Sweat champions “anti-perfectionism and radical self-acceptance,” expanding its following through Instagram and community-building.

Engage Happy Audiences Today

Cultivating joy and positivity doesn’t necessarily require opening physical stores or developing an app. With creativity and a genuine interest in spreading happiness, brands can successfully engage joyful audiences and foster community spirit.

Editor’s Note: This piece was originally published in Trends’ Premium Newsletter and was recently edited, updated, and adapted for the HubSpot Blog.