find it important to find little moments of joy
TREND 10
Micro joy
In today’s high-speed, high-stress world, small moments of joy are emerging as essential counterweights to the pressures of modern life. Where in the past successful living was about efficiency, productivity and a “no-nonsense” approach, there’s now a growing shift emphasising the importance of balancing, grounding and recharging. With so many of life’s stressors out of our control, people are gravitating toward the simple pleasures within reach. In fact, 84% of people globally report that it’s important to seek out these small moments of joy to balance out life’s seriousness.
These playful pauses – whether laughing with friends, grabbing a coffee, or indulging in a small self-care ritual – offer a brief respite from life’s demands and are becoming key to mental well-being. This focus on “moments of lightheartedness” is reshaping how we view fulfilment: it’s no longer just about grand achievements but also about enriching our lives through small, mindful choices that renew our sense of wonder and appreciation for everyday beauty.
By sparking positive emotions, micro joys provide a powerful escape, fostering moments of relief. But this goes beyond positive feelings; it’s also about engagement. These small, joyful breaks draw us fully into the present, creating a sense of flow that helps us focus and appreciate life more deeply.
CASE
Jellycat - The Café
China - Retail
Plush toy company Jellycat’s pop up in Shanghai takes the form of a café where visitors queue up and order cakes and coffees - all made of Jellycat characters. This cheerful retail experience that brings the iconic toys and what they represent to life.
Across generations, Baby Boomers lead with 87% prioritising micro joys, seeing them as an essential counterbalance to life’s serious demands. Younger generations are following closely, but their reasons differ. For Gen Z, who came of age during COVID-19 and felt like their ‘big moments’ were taken from them, every small pleasure counts. With financial worries and a sense of uncertainty about the world, they’re holding onto little treats to keep spirits high and find moments of play amid the stress.
Regardless of age, these micro joys go beyond mere distractions – they’re small yet powerful ways to stay resilient, lift spirits and make life’s challenges a bit easier to face.
Gen Z
Gen Y
Gen X
BabyBoomers
% find it important to find little moments of joy
“I feel happy when I wake up to a blue sky, bright sunshine and birds singing outside. Joy comes from simple moments – like petting my cats when they seek me out, tending to thriving plants on my rooftop, or receiving positive feedback from my clients.”
Male, BB, HK
CASE
Chicken Licken - It's the little things
South Africa - Food & Beverages
At the heart of this campaign lies a simple but powerful insight: it’s the little things that satisfy us most. Whether it's the thrill of tossing a crumpled ball of paper into the bin or a triumphant moment when watching a quiz show, these small moments of joy matter.
CASE
Colgate Palmolive - Everyday yay
US - Beauty
The ‘Everyday Yay’ campaign highlights how even mundane routine tasks – like brushing your teeth or applying deodorant – can spark moments of joy. It’s a reminder to find delight in life’s simplest daily rituals.
Brand takeaway
What does this mean for brands?
For brands, the concept of micro joy is an invitation to uplift consumers with small, meaningful moments that add relief to daily life. Providing products and services that do more than just fill a need, they lift the spirit.
By integrating joyful experiences – like playful packaging, engaging content, or self-care messaging – brands can create positive connections that go beyond the product, enhancing emotional resonance in simple but impactful ways.