Hedonic Adaptation

This describes the human condition of rapid adaptation to happiness.
It's why pay raises or new shiny toys contribute to a short lived elevation of happiness levels. Before long, after our new salary celebration winds down, our happiness set point returns to normal, and we're looking for the next hit.
So, as marketers, how do we battle hedonic adaptation? How do we create offerings that constantly challenge consumer's happiness set points, that continually 'jolt' our adaptive system?
Some of the world's best brands do this, without explicitly being aware of what they're accomplishing.
Lego and the i-run system do a great job.
But look for this being a key 'discipline' in the future, as happiness creation takes over where value creation left off.
Sounds like a book in the making...

Comments

[Hiten]

Hey BK, just got back from a vacation. Finally logged on, glad to see you've upped the ante on your posts.

You mentioned Lego, have you seen this?

http://en.wikipedia.org/wiki/Lego_Serious_Play
http://www.seriousplay.com/

Built on 3 core ideals (Structured play, constructionism (building something tangible), and imagination), its definitely worth checking it out. They've got a centre in Toronto too :)

I love the term they use: "hands-on, minds-on learning"- Heady stuff. Let me know what you think.

[Bennett]

dude, that is sick-
love it.
where did you go on vacation?

[Hiten]

Dubai (home), then all over India, then back to Dubai. Had a great time, but realized home is now Toronto;I'm constantly evolving here and love that.

What's new with you? Let me know how you guys are hopping daintily through all this recessionary stuff.

P.S.: Did you ever read Tintin? If so, please check this out

http://mothsmokelingers.wordpress.com/2009/01/11/tintin-billions-of-billious-barbecued-blue-blistering-barnacles/

[Bennett]

Dubai; nice.
The TinTin scene is cool, crazy 2 b able to download every book- whoa.
When can you swing by for a coffee?

[Hiten]

Just give me a time...

How about tomorrow (Tuesday)or the day after (Wednesday) at noon? I'm really flexible, so just let me know in advance and I'll be there.

[Joel Clements]

Heard an interview of the author of a rather philosophical book on gardening, and cultivating. His take on it is this ... humans have the unique ability and drive among species to dispense care. In fact the author suggests this drive is central to not only central to being human, but central to being happy. We are happiest when we are caring for others (such as with the happiness that comes to some through cultivating soil, and creating a garden). His key point is that consumerism is the antithesis of care ... it is predominantly a selfish pursuit. Could this be why the salary increase and new shoes supply a limited high? Happiness created by consumption will always be short lived, because consumers will always be in pursuit of the next best thing to consume.