Post-pandemic, Brits have reported lower rates of overall life satisfaction – 23% said they were satisfied with their lot in 2022, compared to 29% in 2017 (ONS, 2023). Similarly, happiness levels dropped from 34% in 2017 to 29% in 2022. Additionally, a survey from US consultancy Gallup found that in 2022, negative emotions reached their highest level globally since 2006. To combat this, consumers and initiatives alike are striving to evoke joy.
- Extending Self-Help: 2023 has seen an abundance of self-help books spotlighting positivity and happiness. In the US, psychiatrist Robert Waldinger and psychology professor Marc Schulz’s The Good Life and How to Live It elaborates on the importance of relationships, while The Fun Habit by behavioural scientist Marc Rucker and Microjoys by author Cyndie Spiegel explore how readers can activate happy feelings.
Some turn to other cultures to showcase diverse ways of approaching contentment. Nigerian-American author Ajiri Aki analyses France’s joie de vivre in Joie: A Parisian’s Guide to Celebrating the Good Life, while American literary agent Barbara J. Zitwer has published The Korean Book of Happiness.
- Coaching Blissfulness: Life coaches also support consumers’ search for happiness. UK-based The Joyful Coach offers memberships (for £37.50/$47.50 per month), one-on-one coaching and journaling projects, focusing on wellbeing, building confidence, and outlining what joy looks like for individuals and organisations. Likewise, US-based The Aesthetics of Joy provides workshops, talks and free resources on finding happiness.
Meanwhile, The Joy Workout by American health psychologist Kelly McGonigal strives to improve moods through movement. “These physical actions don’t just express a feeling of joy – research shows they can also elicit it,” she explains.
See 10 Wellness Trends to Watch 2023 for more.