For Brands, 2015 Is Shaping Up to Be the Year of Positivity

Why Dove, Coca-Cola and McDonald’s are smiling at millennials

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Can a brand help improve a consumer's state of mind or even dare to make them happier? That's what marketing for brands like Coca-Cola, McDonald's and Dove is attempting in 2015. These big brand marketers are using various campaigns to make the world a kinder, happier place—whether that's combating hate online or making consumers smile with a new love-inspired currency. Though the brands' motives aren't entirely altruistic, the overall happiness goal will help position these brands for better engagement with the much sought-after millennial segment.

According to a recent study by ZenithOptimedia, The Pursuit of Happiness, brands that can help millennials achieve happiness stand the best chance of securing long-lasting and profitable relationships with that consumer group. 

A recent study finds that brands that make millennials happier stand the best chance of a profitable, long-lasting relationship with them.



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