Jed Simpfendorfer – Director of Strategy & Partner, T garage
Australia’s been losing a bit of its spark. Not all at once – but slowly, noticeably.
Twelve years ago, we ranked as the 9th happiest country in the world. Today, we sit at 11th. Still strong, but the downward shift says something. It’s not dramatic, but it’s enough to matter.
The reasons? Some are bigger than any one campaign can fix – rising housing costs, growing feelings of loneliness, especially among younger generations. To quote my old sales manager, “This trend is not your friend”.
So we started asking: is there something we can do? What role could marketing play in nudging us back towards a happier, healthier Australia?
At T garage, we’ve always believed marketing has the power to shape culture. So we went deeper into the data, stories and signals behind happiness – to see how brands and marketers might help turn the tide.
Our latest research (T garage SaySo, March 2025) looked at the happiest Australians – those who rate their happiness an 8, 9 or 10 out of 10. What’s different about them? What can we learn from them?
How Can We, As Marketers, Help Support More of This?
Connection Is a Superpower.
Humans are just wired for connection. It’s not just good for us - it can even predict our lifespan. As marketers, we can help spark more of it. Not just clicks or comments, but real, human connection. Think dinner tables, shared rituals, community events, and people gathering just for the sake of it. The more we foster togetherness, the better we all feel.
Feel Good, Live Well
Physical health, mental health - it’s all one system. Forget six packs, beach bodies and hustle culture. People want energy for the everyday stuff: to chase kids around the park, sleep well at night, and feel balanced. Can we design experiences that support movement, mental clarity and genuine wellness?
Joy is Hiding in The Small Stuff
Big moments are great, but lasting happiness is in the small stuff - the first sip of your morning coffee, a good laugh, a kind stranger letting you in front of them at Coles checkout. How can brands help people notice and appreciate the good that is already around them?
Purpose Powers People
We want to grow, we want to give back, and we want brands that help us do this. Let’s show how we are part of something bigger, and let’s also show how our products can help others be part of something bigger. It’s no longer the brand that people want to be the hero, but the enabler that helps people be the filler.
Let Them Be Free
People want choice and control - not just over what they buy, but how they access it. Let’s design for flexibility. Lose the fine print, offer options, make it easy to opt in – and easy to opt out. Empowerment builds trust.
At the end of the day, this is what excites me the most: designing for people, not just consumers. Marketing that builds happiness is marketing that lasts. And if we can help put a little more mojo back into people’s lives, we might find it returns to our work too.
Connection is the #1 driver of happiness - and a great reason to say hi.
Come connect on LinkedIn, or stop by for a coffee if you’re in Melbourne. Let’s bring a little more joy to the job.