The Rise of the Happiness Brands

The Rise of the Happiness Brands JANE M C GONIGAL, PhD INSTITUTE FOR THE FUTURE

What humans crave: 1. satisfying work to do 2. the experience of being good at something 3. time spent with people we like 4. the chance to be a part of something bigger

The Quality of Life Index
The Happy Planet Index
“ Gross National Happiness”
Subjective Life Satisfaction
The Canadian Index of Well-Being
World’s Most Livable Cities
The Vanderford Riley Well Being Schedule
The Authentic Happiness Inventory

A future forecast ( 2013 ): the rise of the happiness brands

Quality of life becomes the primary metric for evaluating ALL consumer brands, services, environments, and experiences.*
*see TARA HUNT – “Happiness is your new business model”

Positive psychology is increasingly a principal, explicit influence on interactive design and development.

Communities form around different visions of a real life worth living .

A brand is defined by how great an increase in real happiness, or well-being it generates –
because happiness is the new capital .

So: Are you in the happiness business?
YES YOU ARE!!!

But how do we invent interactive systems that generate happiness?
What we need to become next: happiness engineers .

Games work better.
Better instructions
Better feedback
Better community
Better emotions

What humans crave: 1. satisfying work to do 2. the experience of being good at something 3. time spent with people we like 4. the chance to be a part of something bigger

Multiplayer games
are the
ULTIMATE
happiness engines .

Compared to games…
Reality is broken.

“ We are witnessing what amounts to no less than a global mass exodus to virtual worlds and other online gaming environments.”
– economist Edward Castranova

It’s a quality of life problem.

How can we bridge the happiness gap between games and reality?

Happiness in the 21 st C.= passionate participation with systems with care about. In other words, happiness = engagement

SATISFYING OUR DESIRE FOR ENGAGEMENT . *
100 million mental hours  WIKIPEDIA
5 days of World of Warcraft

Q: By 2013 , which brands will become the leading-edge of happiness engineering?
A: Whoever best turns reality into a game , and consumers into players .

“ Alternate realities ” make gameplay as ubiquitous as language.

“ An alternate reality is another way of experiencing existence.” G. S. ELRICK, 1978

Q: How can brands engineer happiness for consumers?
A: Create an alternate reality that engages consumers better than unbranded reality .

official partner

Q: How can alternate realities change consumer behavior?
A: By turning real life choices about what to consume , where, and how, into an adventure .

World Without Oil *

Q: What technologies will drive alternate realities in the future?
A: Let’s find out!

So what’s important?

Reality is broken.
Games work better.
REAL happiness is the new driver of consumer behavior.

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The Rise of the Happiness Brands

by Jane McGonigal on Oct 23, 2008

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