The Joyconomy: Unleashing Playfulness and Joy in the Business World

Anna-Lisa Natchev
3 min readMay 17, 2023


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

As an AI enthusiast, I’m particularly excited about how technology can be used to enhance the economy. AI can help businesses personalize their offerings, making them more engaging and enjoyable for individual customers.

AI-powered recommendation engines, for instance, can help customers discover new products or services they’re likely to enjoy. This improves the customer experience and fosters a sense of discovery and excitement, akin to finding a new favourite toy.

Chatbots and virtual assistants can also contribute to the Joyconomy by providing friendly customer service.

These AI tools can be programmed to communicate light-hearted and engagingly, making interactions more enjoyable for customers.

The Future of Joyconomy

The Joyconomy is more than just a trend — it’s a shift in business philosophy. It’s about recognizing that joy, play, and positivity are not just nice-to-haves but essential components of a successful business.

The benefits of the Joyconomy extend beyond customer satisfaction. A more joyful, playful business environment can boost employee morale, foster creativity, and promote innovation. Businesses that embrace the Joyconomy can expect happier customers and a more engaged and productive workforce.

In conclusion, the Joyconomy represents a significant shift in how businesses operate and interact with customers. Companies can create engaging, memorable experiences that drive growth and success by prioritizing joy and play.

Whether you’re a small startup or a multinational corporation, Joyconomy offers an exciting new way to connect with customers and positively impact the world.

So, are you ready to have some fun??


This post was inspired by the growing trend of prioritizing joy and play in business interactions, as outlined in various insightful sources.

Special thanks to the trend analysis presented on Trends. co and Wunderman Thompson Intelligence. Their work on Joyconomy has been instrumental in crafting this piece.

Their research and insights into the emergence of the Joyconomy have provided a valuable understanding of this growing trend. The examples and wisdom they’ve shared have helped illustrate the Joyconomy’s potential and how businesses can tap into it to enhance their products, services, and customer interactions.

This post is intended to inspire businesses to explore the Joyconomy concept further and consider how they might incorporate more joy and playfulness into their operations.

Because, after all, in an ever-evolving business landscape, the ability to adapt, innovate, and bring joy is what sets successful companies apart.



Anna-Lisa Natchev

SaaS Growth Navigator ,also sharing insights into reaching happiness from the Happiest people in the world...