Joy as a Phenomenon

We’re living through a global turning point – the world is shifting into a new position.

Let’s start with the bad news: preparedness is trending, several long-standing democracies are under threat, inflation and consumer distrust are dampening economic growth. In Finland, burnout is widespread and the number of young adults on disability pension is on the rise. A Finnish politician recently warned of a deteriorating security situation, stating: “we are in the greatest danger since the Second World War.”

Did you know that champagne consumption can be a surprisingly accurate barometer of consumer sentiment? According to Reuters, champagne shipments fell by nearly 10% in 2024, reflecting low consumer morale in key markets like France and the United States. People have simply had fewer reasons to celebrate.

The wellness trend has been going strong for years – yet we’ve never felt worse.

Glimmers of Joy Are Everywhere

Now the good news: recently, experts from different fields have begun to talk about a joy deficit – or a lack of hope in the future. We’re starting to realise things can’t go on like this. If doom and despair are the prevailing narrative, there is also a counterforce – and that force is joy.

Don’t believe me? Take a look:

– The Helsinki Book Fair has announced its 2025 theme: Knowledge & Joy – more precisely, the power of knowledge and the joy of reading. Both, they say, are needed. I couldn’t agree more.

– Trend agency WGSN reports that the concept of ageing now includes not only wellbeing and longevity, but also joy.

– As an opposite to the word trigger, the word glimmer has taken on new meaning. In 2025, it no longer refers just to a sparkle or twinkle, but to small moments of joy, calm and safety.

Here are a few more reasons to feel joy:

– Korean scientists have discovered a way to turn a cancer cell into a normal cell without killing it.
– At Stockholm Arlanda Airport, there’s a sourdough hotel where people can leave their starters in care while they’re on vacation.
– In Melbourne, city officials gave 70,000 publicly owned trees their own email addresses as part of an urban forest protection programme. The idea was to make it easier for residents to report damaged trees. Instead, people started sending the trees heartfelt messages – complimenting their looks, thanking them for the shade, and telling stories of how they’d helped during storms.
– Spain has opened its first retirement home dedicated to LGBTQ+ residents, offering a safe and inclusive environment for those who lived through the oppression of Francisco Franco’s dictatorship (1939–1975). It’s not the first of its kind in Europe: Sweden opened one in 2013, and France in 2024.

A Strategic Perspective

People are exhausted by the never-ending flood of bad news. Can your brand offer joy, comfort or peace of mind – in any way?