The Joyconomy: Unleashing Playfulness and Joy in the Business World

Anna-Lisa Natchev
3 min readMay 17

The ability to adapt and innovate is crucial for businesses in a constantly changing and evolving world that seems to have a new challenge for us waiting after every corner.

I’ve also noticed a distinct shift in momentum recently; amid this endless loop of disasters, consumers are pivoting towards joy. And companies should follow.

Companies increasingly prioritize joy and play in their products and services, cultivating a “Joyconomy.”

2023 is setting the stage for this transformative trend, and it’s time we delve deeper into it.

The Rise of the Joyconomy

The Joyconomy business model leverages joy and playfulness to engage customers, promote positive experiences, and drive growth.

It’s a reaction against the traditional, rigid business models often focused on transactional interactions rather than emotional connections.

Instead, the Joyconomy fosters creativity, engagement, and positivity.

Businesses Embracing the Joyconomy

Various businesses have started tapping into the Joyconomy, integrating joy and playfulness into their operations, products, or services.

The response from customers has been overwhelmingly positive, showcasing how a touch of joy and playfulness can transform a business offering. One example is McDonald’s, which in late 2022 introduced “Happy Meals for Adults”. While the concept might seem silly to some, it’s a brilliant strategy that capitalizes on nostalgia while infusing an element of play into an everyday transaction.

Canadian cannabis company Houseplant has also joined the Joyconomy with its Lego-inspired packaging. This creative design stands out on the shelf and encourages customers to play, build, and create, thus enhancing the overall product experience.

Leveraging AI for Joy and Playfulness

Anna-Lisa Natchev

SaaS Growth Navigator | Nordic Mythology Aficionado | Leadership Illuminator | Medium Storyteller