CONSUMER ATTITUDES

Many choose the liberty of joy over the shackles of gloom

By our News Team | 2023

Wars. Inflation. Infrastructure failure. In spite of difficult times, consumers are making a conscious decision to choose ‘Joy’. 

The pandemic hit hard. Even as the world faced economic and socio-economic challenges, many lost their jobs overnight, the cost of living skyrocketed, and the hurt inflicted by humanity on itself increased inexorably, making the future seem bleak. 

Yet, some see beyond, despite the challenges and the bleakness, to redefine their expectations to view life for what it should be, rather than how others paint it. It is they who believe that a better personal outcome lies in their own hands, not in the hands of others. It is they who provide the impetus for the rise of the ‘Joyconomy’.

Consumer attitudes

Many consumers are choosing the liberty of joy over the shackles of gloom. Photo by Wayhomestudio from Freepik

As Africans, we are no strangers to adversity. But neither are we strangers to finding joy and expressing who we are. Renowned Nigerian author Chimamanda Ngozi Adichie reflects a vibrant and optimistic outlook in her works. 

Mia Couto, a celebrated Mozambican writer, is known for his optimistic storytelling. His novels are filled with magical realism, poetic language, vivid imagery, and a sense of wonder, with narratives that inspire hope and reflect the beauty of the human spirit.

As marketers, we recognise the power of brands that inspire and reflect the spirit of the times. Brands that align themselves with the hopes and aspirations of consumers become beacons of hope and catalysts for positive change. Prosperity and growth follow.

Brands that used the ‘Joy’ concept

For example, companies like McDonald’s are reimagining experiences to evoke a sense of joy and playfulness. McDonald’s introduced Happy Meals for adults, serving up a toy with popular menu items. This reimagining of a childhood experience taps into nostalgia and the excitement of discovering what’s inside, offering a playful and joyful moment for adults.

Similarly, the ‘What the Fanta’ campaign was a limited edition, mysterious flavoured soft drink that was designed to challenge consumers’ senses and taste buds through clues and missions in order to guess the mysterious flavour.

When all is said and done, brands that embrace an inspirational, upbeat and optimistic approach have the potential to experience better growth. While factors like product quality, marketing strategy and market conditions also play a role, the overall brand image and perception are crucial in attracting and retaining customers. 

Inspirational brands create an emotional connection with consumers, leading to loyalty and positive word-of-mouth. They differentiate themselves from competitors by offering unique and uplifting experiences. 

Read more about the consumer attitude of ‘Joy’ in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read it online here. A print edition of the magazine is also available.



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