Can a brand help improve a consumer’s state of mind or even dare to make them happier? That’s what marketing for brands like Coca-Cola, McDonald’s and Dove is attempting in 2015. These big brand marketers are using various campaigns to make the world a kinder, happier place—whether that’s combating hate online or making consumers smile with a new love-inspired currency. Though the brands’ motives aren’t entirely altruistic, the overall happiness goal will help position these brands for better engagement with the much sought-after millennial segment.
According to a recent study by ZenithOptimedia, The Pursuit of Happiness, brands that can help millennials achieve happiness stand the best chance of securing long-lasting and profitable relationships with that consumer group.
“By understanding how millennials find fulfillment in their lives, brands can play a meaningful role to support and enhance their pursuit of happiness,” said Linda Tan, strategic insights director for ZenithOptimedia Worldwide.
http://perfectbrandsng.com/for-brands-2015-is-shaping-up-to-be-the-year-of-positivity-why-dove-coca-cola-and-mcdonalds-are-smiling-at-millennials-by-kristina-monllos/
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