A presentation on what actually makes people happy, taken from a number of studies on the subject - from how we compare our lives, to our memory self - with implications for marketing

1. HAPPINESS
Thomas Miles, Planning Director, Lavender*
April 2010

2. • When are we happy?
• Paradox of choice
• experience versus memory
• Maximising versus Satisficing

3. Gross National Happiness Index
Monday bad, Friday good, Days you get together with friends & family rock

4. Be in a relationship
Be open about it
And if you’re a woman who’s engaged - tie the not quickly

5. Does money buy happiness?
Yes.... up to a point.....
$60k
or if you’re a guy earn more than your wife’s sister’s partner
Source: Daniel Kahneman

6. Have
or extra $100k
Source: Professor Oswald at Warwick University

7. But we can’t resist comparing ourselves
What world would you choose to live in?
World A: You earn $110,000 per year, others earn $200,000
World B: You earn $100,000 per year, others earn $85,000
Help people compare or break the cycle

8. PEOPLE WITH FEWER OPTIONS ARE HAPPIER
Source: Dan Gilbert

9. We learn to love things when we don’t have a choice
First Date Husband
turn-off Endearing

10. THE INFLUENCE OF MEMORY
Experience Self Remembering Self
(in the present) (on reflection)
Are you happy in your life? Are you happy about your life?
Source: Daniel Kahneman

11. ‘Endings’ cloud memories & how you feel about
something

12. Place less weight on memories. They distort
decisions & view of happiness
Think of your next planned holiday - what if, when you come back all
your photos were destroyed and you developed amnesia.
Would you still go on the same holiday?

13. Don’t put all your effort in trying to be cool.
It’s actually a good thing to love Coldplay

14. Maximising vs Satisficing
!"#$%&'(#))*(+#,-./.*(
!"##"$%&"$'&(")*&+,-.)-'&
0.1/(#)(.2.34/"%&'(
#."-/&0&#-)#-/1&!"##$%&'
Guess where the real money is?

15. How can we guarantee ‘satisfaction’?
(01$/1&!$23.)-)45& !"#$%&'&()*$%&
6#%$&7)-)8"&9.30.2$"&
+&,#--#).&/)-%&
:#4#10-&;)#/$&<#-1$"&

16. FOOD FOR THOUGHT
You:
- Find someone & involve them with your
social circle
- Hold on to friends - they save you
money in the long term
- Restrict your choices
- Live in the moment
- Think of the journey, not the ending
- Don’t try and be like Lady Gaga

17. FOOD FOR THOUGHT
You:
Your Brand:
- Find someone & involve them with your
social circle - Restrict people’s choice or have a default
- Hold on to friends - they save you option.
money in the long term - Be a brand that helps people live in the
- Restrict your choices moment (or not to reflect too much)
- Live in the moment - Help people compare themselves - fit in
- Think of the journey, not the ending - Show you’re tried & tested
- Don’t try and be like Lady Gaga