Spotlight: How do you translate happiness into brand success?
Current and future events, like the global pandemic and ongoing unrest in Ukraine, may change how consumers define happiness. That's why brands need to understand what makes consumers happy and how they can adhere to and implement the values and initiatives that spark this sentiment.
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This presentation shares some work undertaken with Danone, Colgate-Palmolive, Mondelēz and buzzback globally. It reveals what makes consumers happy and how brands can meet their needs.
In this 45-minute session you will discover:
- What ‘happiness and well-being’ means for consumers around the globe;
- Which brands are mostly associated with ‘happiness’;
- How brand owners can tap into ‘happiness’ to bring their consumers closer.
Guest speakers:
Christian Niederauer, Global Head of Insights & Consumer Affairs, Colgate-Palmolive
A passionate senior business leader with a proven track record of positively influencing strategic decision making across various industries and from diverse perspectives including academic research, strategy consultancy and consumer & business insights.
Martin Oxley, Managing Director, buzzback
Martin has worked in research and insight for 30 years and is driven by the need to better engage with consumers to help clients grow their businesses. He has been a regular speaker at ESOMAR, MRS and similar conferences.
WFA members can download the presentation deck and view the recording of the session below:
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