HAPPY BRANDS. For Brands, 2015 Is the Year of Positivity. Can a brand help improve a consumer's state of mind or even dare to make them happier? Dove, Coca-Cola and McDonald's are smiling at millennials.

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26 October 2015

HAPPY BRANDS. For Brands, 2015 Is the Year of Positivity. Can a brand help improve a consumer's state of mind or even dare to make them happier? Dove, Coca-Cola and McDonald's are smiling at millennials.

Brands are looking to improve consumers' state of mind. Illustration: Sam Island

Can a brand help improve a consumer's state of mind or even dare to make them happier? That's what marketing for brands like Coca-Cola, McDonald's and Dove is attempting in 2015. These big brand marketers are using various campaigns to make the world a kinder, happier place—whether that's combating hate online or making consumers smile with a new love-inspired currency. Though the brands' motives aren't entirely altruistic, the overall happiness goal will help position these brands for better engagement with the much sought-after millennial segment.

According to a recent study by ZenithOptimedia, The Pursuit of Happiness, brands that can help millennials achieve happiness stand the best chance of securing long-lasting and profitable relationships with that consumer group.