Visit Finland has launched a Masterclass of Happiness competition that requires applicants to complete a social media challenge on Instagram or TikTok by showing how they could secretly be a Finn. The aim is to show how Finnish people's happiness is rooted in a strong connection to nature, which will encourage others to think about mindful moments outdoors and down-to-earth lifestyles that allow people to relax and unwind.

A global report from Oracle Fusion Cloud Customer Experience (CX) and Gretchen Rubin found that 45% of people haven’t felt true happiness for years and 25% have forgotten what it means to feel truly happy. But as people begin to prioritise their happiness with 78% willing to pay a premium for it, 88% have said that they are looking for new experiences to make them smile and laugh and 53% say experiences are key to gaining happiness.

As 91% of people prefer brands to be funny and 72% would shop with a brand that uses humour over their competitors, leaning into joy and mindful, fun experiences can appeal to the 90% of consumers that are more likely to remember funny ads as the global push for happiness continues.