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56 percent of consumers believe that brands have the power to influence how happy they are.
47.7 percent of consumers believe that Coca-Cola is the brand they most associate with happiness.
91 percent of consumers expect a brand to offer more than just a product.
In the current world we live in, where people base their happiness on material things and even on the products they buy every day, brands can win. This was demonstrated by a story that went viral on Twitter, where a faithful consumer shared the gift she received from her boyfriend, McDonald’s being the protagonist of their happiness.
Happiness is a term that for many is very controversial, what can be defined is micro-happiness as the sum of small moments based on the here and now, as well as dreams of the future.
In this sense, experts detail that emotions have become a benchmark in the world of communication and sales, especially, after the Covid-19 pandemic, where consumers or people seek to be happy with everything around them.
According to a study conducted by the agency La Despensa, in collaboration with Quida consultancy specializing in brand strategy and innovation, 56 percent of consumers believe that brands have the power to influence the degree of happiness they feel in their day-to-day lives.
Given this data, companies have devised strategies to stimulate the emotions of customers, such as marketing emotional, where feelings such as well-being and belonging help brands to position themselves in the market.
On the other hand, a recent study of Oracle Advertising and Customer Experience (CX) explains that there is a trend in the market, in which users point to brands that make them feel positive, expecting more and more that they provide feelings.
This study mentions that 25 percent of people around the world don’t know what true happiness feels like and 72 percent of those surveyed in Mexico are willing to spend money to find it.
They fall in love with McDonald’s
Through a post on Twitter, a user showed her loyalty to McDonald’s.
The user identified as @ espinosavalenn1 shared an image where you can see that her boyfriend gave her a hamburger from the fast food firm, but what surprised other Internet users was the note she left for him, where you could read: “I hope you feel a little better. Love you”.
I do not expect less 🥺 pic.twitter.com/c7iLoAmrsZ
– val (@espinosavalenn1) September 5, 2022
The post went viral on Twitter, registering more than 15,000 retweets, around 100,000 likes. and endless comments from other people telling how a McDonald’s hamburger can make them happy.
“The best act of love that can happen to me,” reads one comment.
“We all need someone like that in our lives,” another netizen says in the post.
“Like forgetting when someone once did that for me, it’s a nice detail without hesitation,” says another netizen.
“My ex was going to leave McDonald’s my house with motivational notes, I’m sure they always leave traces on you, whether good or bad, but always an experience and learning to be better,” says another comment.
In that sense, this story is demonstrated in the ranking made by Sondea, where the results showed that McDonald’s is among the brands that generate the most happiness for consumers around the world.
According to the report, about 48 percent have chosen Coca-Cola as the brand most associated with happiness, followed by McDonald’s with 39.2 percent, Nestle with 11.8 percent and Sony with 8.09 percent. percent. In the ranking led by Coca-Cola, brands such as Ikea, Google and BMW appear.
In this sense, today’s consumers are looking for brands that make them enjoy the small pleasures of life, provide them with new experiences that generate emotions of happiness in exchange for them sharing their stories in the digital world.
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