It’s time once again for small-town parades. Ball games in the park. Naps by a favorite fishing hole. And the glorious glitter of night sky pyrotechnics. It’s time we celebrate the bedrock of democracy — life, liberty and the pursuit of happiness. Right?

On the surface, the fun meter appears to be pegging lower this year: recession fears have heightened, forecasted energy costs are downright frightening and natural disasters dominate headlines across the country. But even with shrinking levels of disposable income, consumers still crave contentment. And smart marketers are aiming to make them feel happy enough to spend. In fact, The Gallup organization recently announced the creation of a happiness — stress index that they hope to someday rival the GNP as a national progress indication.*

The Happynomics trend centers around happiness skills that can be learned — sensory pleasures from life experiences and relationships, meaningful involvement in work and hobbies. Those who have a greater sense of belonging are happy and confident, and those are the individuals more willing to open their wallets. So even though enduring happiness is linked to a sense of connectedness, contentment for many, albeit short-term, is as close as a rendezvous with a favorite retailer.

Several notable brands that have perfected a sense of belonging in the retail environment are Trader Joe’s, Sephora and Starbucks. Walk through their doors and you walk into a “culture of happiness” — a feeling of community; sensory stimulation basking in cheerful, approachable colors; inviting aromas that signal comfort; and an opportunity to touch “happiness” among aisles of diverse offerings. When brands consistently deliver these feel-good, inclusive experiences, audiences associate those brands as a place where they belong.

Find out more. Book an InSightings™ presentation today for more information on this trend and others.

* Gallup — Healthways Daily Happiness — Stress Index

Next month: The Happynomics Countertrend — User-Generated (Dis)Content.