Joy is the most powerful emotion in marketing

It's the most important ingredient behind many of the world's most successful products and services. It's the driving force behind strong customer experiences. It increases employee creativity and productivity. And it can create connections and enduring brand memories when used in communications.


And today, in an increasingly polarized and turbulent world, creating joy is essential. Joy, and what causes joy, is universal across demographics, generations, and regions. Joy is a unifier. It’s right for today’s cultural and marketing environment.

In our latest BAMM Drop study we use our unique blend of ethnography, data and semiotics to explore how joy exists in today’s culture. We delve into the importance of joy to brands, break down all the different forms of joy and where and how different brands and categories can play, and we guide on how to successfully infuse joy into products, marketing and communications.

Please contact either Anthony in New York at or Matt in London at to book a 1hr (free!) debrief session with our trends team.