How does your brand make people happy?

Nobody likes bad news. It's a downer. We like to hear good news. It's how we're programmed.

So far most talk of sustainability has usually been
framed in terms of apocalyptic outcomes rather than creative possibilities. But it doesn't have to be that way. Brands like Tom's create happiness in spades.

Now take a look at your category through a happiness lens. 

What makes people miserable about it? Can your brand could turn that around?