While the past two years has changed what people value and prioritise, many Aussies are in pursuit of happiness, longing for ‘the good old days’ and looking to brands to make them smile and laugh, according to the Happiness Report from Oracle and Gretchen Rubin, five-time New York Times bestselling author and podcaster.
The research report of more than 12,000 people across 14 countries, including 1,212 Australians, found that people are searching for new experiences to make them smile and laugh and will reward brands that embrace humour with loyalty, advocacy, and repeat purchases and walk away from those that don’t.
According to the report, it has been more than two years since many Australians last felt true happiness and they are searching for ways to be happy again.
The report found that 69% of people said the pandemic changed what it means to be happy and 48% have not felt true happiness for more than two years.
In other findings:
- 32% of Australians have forgotten what it means to feel truly happy, the second highest in the world after the UK (35%).
- 63% said it is harder to feel happy now versus before the pandemic.
- To feel just an hour of true happiness, many people would give up friends (55%), part of their income (53%), showering (50%), food (38%) for a week
- At 77%, Australians are the least likely to look for new experiences to make them smile and laugh
- People are prioritising personal connections (81%) and health (71%) to gain happiness
- More than half (56%) wish money could buy happiness, with 73% willing to pay a premium for true happiness. This is the third lowest compared to other countries, perhaps indicating that Australians still love a discount – even when it comes to their own happiness
- Despite this, Australians were the least likely to prioritise financial wellness over happiness (27%)
- 80% of Australians attempted to find happiness in online shopping during the pandemic, least in the world
- Only 38% reported not purchasing when shopping online, indicating that Australians are the least likely to window shop and are likely to convert into paying customers at checkout
“We’ve all been through some very tough years, and happiness around the world is lacking. We’re starved for experiences that make us laugh and smile, but brands can help,” said Gretchen Rubin, five-time New York Times bestseller author and podcaster.
“For brands looking to contribute to the happiness of their target audience, it starts with data and knowing your customers. Only then, can you bring the appropriate mix of humour, personality and brand experience that will drive loyalty and brand advocacy.”
“People are ready to embrace the funny side of life and find joy and laughter in the world around them, which includes brand experiences,” said Christian Ludlow Hyland, senior director Customer Engagement Oracle APAC.
“As our research shows, most business leaders want to make consumers laugh more but are fearful of getting it wrong. With the right technology, leaders can harness data and the insight to contextually deliver a happier experience that can then drive lifelong loyalty.”
Detailed findings of the report can be found here.