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Feel-Good Marketing

Feel-good marketing, sometimes also known as joy marketing, is the term used to describe campaigns that are designed to fill consumers with positive vibes. The aim of these campaigns is to create a positive emotional experience that forges a deeper bond between the target audience and the brand.

It’s arguably a sub-category of emotional marketing, but by focusing on the positive, these types of campaigns can provide a route for brands to not just promote themselves but also contribute to ongoing conversations about health and wellbeing — and whether brands can contribute more to society than simply being focused on profit and growth.