HubSpot: How Brands Can Cash in on the “Joyconomy”

HubSpot just published another brilliant story:

Let’s face it, we could all  do with a little lighthearted fun once in a while.  Last June, I and the Trends team discovered that adults were increasingly searching what we called “kidding around terms:” like “fairytale bedrooms for adults,” “adult pigtails,” and the funny list continued. As it turns out, the party was just getting started: from our follow-up research, we’re seeing consumers continue their search for positivity and jubilance. And, brands are taking notice. Here are three trends we’ve been watching in the “joyconomy” space. 3 Joyconomy Trends to Watch 1. Playful Brand Expansions Over the past two years, brands have tweaked their offerings, brand expansions, and campaigns to encourage optimism and childlike abandon. For example: When McDonald’s introduced  Happy Meals for adults in late 2022, total sales rose by roughly 10%. Meanwhile, half the limited-edition toys were gone in the first four days. Shortly after, Moxy Hotels’

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