Did you know that you can actually get a PhD in happiness? Neither did we until we met someone who did - Dr. Gillian Mandich. We had the opportunity to sit down with her and ask her some questions about the correlation between goals, success and happiness. Here’s what we learned.
Orchestra Marketing:
Why is happiness so important?
Dr. Gillian Mandich:
Happiness is not just a feeling. The benefits of happiness can be extrapolated into many areas of life. Research shows that people who consider themselves happy are actually physically healthier. Happier employees are more productive, better problem solvers and better team players. Happier people tend to have longer and more fulfilling relationships and be more altruistic.
OM:
Is there any one set or universally accepted definition of “happiness”? If not, how subjective is it?
DGM: No, there isn’t, but the most commonly used definition of happiness in literature is “the experience of joy, contentment and positive wellbeing combined with a sense that one’s life is good, meaningful and worthwhile.” People are generally pretty good at self-reporting their own happiness when measured by self-reflective questionnaires, but the definitions also tend to change throughout our lives; how we define happiness at 16 won’t necessarily be how we define happiness later in life.
OM:
How does the idea of success play into happiness?
DGM: There’s a common narrative that if you work hard, you’ll be successful and ultimately, you’ll be happy. But research suggests that happiness actually precedes, and in turn, leads to success. Happy people are more likely to be successful.
OM:
What is the correlation between goal-setting and happiness?
DGM: Goal setting, especially when micro-goals are involved, is a great way to stay motivated. But tying emotions to a specific outcome can be problematic because if the goal is never reached, then what? Happiness should never be contingent on factors beyond our control. Rather than thinking in terms of “I’ll be happy when __”, we should focus instead on what we can do right now to make us happy. It’s important to recognize that happiness in itself is not a destination or a goal. It’s a practice. It’s a habit. Happiness should be viewed more like going to the gym. It would be crazy to go to the gym once and say, “I’m done, I’ve reached fitness,” right?
OM:
How does technology affect happiness?
DGM: It’s been a double-edged sword. On the one hand, it has provided the world with new and more efficient ways to gain a sense of community based on interests. For example, if you enjoy crocheting, you can go on Facebook or Reddit and find large communities with which to trade tips, patterns, show off your latest creations and more. Technology can also be a great way to save time on necessary but more mundane tasks like banking, giving us more time for the things we really enjoy.
But on the other hand, overexposure to technology, especially from an early age, can actually stunt your social skills. The younger generations especially are lacking in social connections, and the connections they do make are of lower quality than their older counterparts. Technology is a useful tool, but a dangerous master - don’t become a slave to it. Try to be more intentional with your use and reasons.
OM:
What is the correlation between money and happiness? Can money buy happiness?
DGM: The simple answer is yes, but only up to a point.
Money can buy the things we need to satisfy our basic needs, but once those needs are met, more money does not necessarily bring more happiness.
It depends on how you spend it. Studies have shown that material things don’t actually bring as much happiness as we anticipate, and the happiness they bring doesn’t last as long as we’d expect. This concept is known as hedonistic adaptation. We can slow the adaptation with variety.
For example, if you’ve purchased a new piece of art and in time find you’re no longer “wowed” by it, try focusing on different elements of it like the colours, the brush strokes, etc. Surprise is another way to slow the adaptation. While you can’t plan a surprise (because then it’s no longer a surprise), you can put yourself in situations where you’re more likely to experience a surprise. For example, if you try taking a new route to work, you’re more likely to see something you haven’t seen before.
Because happiness is largely dependent on social connection, spending money on experiences rather than material things will likely lead to more long-term happiness as they help to encourage social connection and create more lasting memories. The same line of thought can be applied to giving gifts. One study conducted involved giving people a set amount of money to either spend on themselves or others. The people who spent the money on others reported being happier than those who spent it on themselves.
OM:
Can one be successful without being happy, or vice versa?
DGM: Yes, the two are not mutually exclusive. It all depends on the way you define success. Success as a metric to drive behaviour can be a slippery slope.
OM:
Is there a happiness spectrum? Is it a permanent or temporary state?
DGM: People who try to be happy all the time are less happy than those who don’t. It’s impossible to be happy all the time, so people with this goal are just setting themselves up for failure. Setting impossible goals is an unhealthy practice that leads to negative self-talk and toxic positivity, which can lead to emotional suppression. When emotions get pushed aside, they don't just go away, they become amplified. Suppressing emotions affects health and lifespan, and can actually lead to cancer, cardiovascular disease and more. One way to combat this is with anticipation. Anticipating a trip or other big moment has been proven to lead to more happiness. The further out you start your planning, the longer you’ll be happy.
OM:
How much do external factors affect happiness?
DGM: There are three main factors when it comes to happiness:
Focusing on the third factor can be more achievable in the short term and have longer-lasting effects. Things that we have control over have more meaningful impacts on our lives.
Happiness is like a muscle. It needs to be continuously exercised.
The frequency of positive emotions is a better predictor than intensity. Doing more, smaller reps is more effective long-term, but we tend to notice the effects less. Micro-moments add up over time, creating an upward spiral of emotion (yes, it goes that way too).
For example, if you’re feeling less than happy during your work day, do something small that brings you joy. Go for a short walk, eat a snack you enjoy or listen to your favourite song. Once you’re done, not only will you feel happier, but it will likely reflect in your work. You’ll sound friendlier when speaking with coworkers or replying to emails and will be more productive overall. Work that happiness muscle by focusing on creating multiple happy micro-moments every day. Remember that a happy life does not mean a life without hardships. Growing your happiness muscle will provide you with the tools to be better able to adapt and react to adverse situations.
OM:
Is happiness the ultimate goal? What happens after one achieves or finds happiness? And most importantly for us, how does this affect marketing messaging?
DGM: Marketing messages tend to focus on buying something and that thing making you happy, but happiness isn’t a destination. Material goods are incorrectly tied to happiness, especially in North American culture. Canada and the US are dropping in happiness rankings (according to WHO annual studies) with
Scandinavian countries usually in the lead because they get more opportunities for social connection. I think messaging needs to shift from “this will make you happy”, to focus more on the meaning, purpose or enjoyment of something to build your happiness muscle and make happiness a habit.
Our Takeaway
Based on everything we’ve learned, we as marketers should focus more on concepts in which happiness is a byproduct rather than promoting happiness itself and not set people up for failure. We should speak to the purpose and meaning of why our audience is doing what they’re doing. We should encourage social interaction, especially when speaking to younger audiences. Find ways to work around the social anxiety they tend to experience and make sure to avoid tying happiness to a specific outcome. Rather than trying to sell happiness itself, we need to sell the path to it. Going back to the fitness comparison, you wouldn’t try to sell the concept of fitness, you’d sell the journey of it - a gym membership, clothing, supplements, etc. Messaging should be centred around the idea that this product or service will be a step in the right direction to work that happiness muscle and build up that habit. Help you to better connect with others. Help you to combat negativity bias or slow hedonistic adaptation. Help to create more micro-moments of happiness.
Sources:
Dr. Gillian Mandich
https://www.researchgate.net/publication/5494996_Spending_Money_on_Others_Promotes_Happiness
