The U.S. Declaration of Independence promises us Life, Liberty, and the Pursuit of Happiness as our unalienable, sovereign rights. Profound, powerful words indeed. What does it mean for marketing? Well, from a popular culture perspective, there have been five movies called The Pursuit of Happiness, from a 1934 film starring Joan Bennet to a 2006 flick starring Will Smith, as well as books, a TV series, songs, and a Canadian power-pop/indie rock band.

As for business, the corporate world has forever been promising happiness as the benefit of using its products, right? Use this shampoo, buy this car, wear these shoes and immediately attract great looking people, have unlimited sex and make tons of money. Which of course leads to happiness!  

Do you see the marketing opportunity? Very few companies explicitly say "if you buy our product (or use our service), it will make you happy." The way it is now, consumers need to infer happiness from the other promised benefits, like looking better, being richer, etc. 

Why not be explicit about marketing happiness? Tie it into our unalienable right as human beings. Build it into your company culture, family culture, or even national culture. This speaks to a measurable, collective or public happiness, which is what Thomas Jefferson meant in the Declaration of Independence, according to historian Gary Wills. The pursuit of happiness, the attainment of happiness.

Which brings me to the most recent topic of my e-newsletter, Your Marketing Minute, about Bhutan's main objective: National Happiness. To quote this small Himalayan nation's young king:

Yet we must always remember that as our country, in these changing times finds immense new challenges and opportunities, whatever work we do, whatever goals we have – and no matter how these may change in this changing world – ultimately without peace, security and happiness we have nothing. That is the essence of the philosophy of Gross National Happiness. Our most important goal is the peace and happiness of our people and the security and sovereignty of the nation. 

Promise happiness, deliver happiness. What a magical marketing opportunity to pursue this brand new year!