Optimism is an Opportunity

In Crafting Optimism, we unveil 15 predictions on how consumers will find joy in the year ahead—from nostalgic comforts to radical self-reliance and everything in between. Backed by original Brand Joy Lab research and dozens of secondary sources, this white paper shows how brands in travel, hospitality, finance, CPG, tech and more can make meaningful connections in the next year to drive business-building Brand Joy.