Few psychological concepts are as valuable as the hedonic treadmill. This principle, rooted in human behaviour, provides a profound understanding of consumer habits, particularly in relation to happiness and satisfaction. For businesses, this understanding can be used to craft strategies that not only appeal to a customer’s initial desire for joy but also tap into the cyclical nature of that desire – ensuring a continuous need for new products, services, and experiences.
This article will explore how businesses can effectively use the concept of the hedonic treadmill to their advantage, with a particular focus on the marketing benefits. While ethical considerations do play a role in shaping sustainable practices, the primary focus here is on how marketers can capitalise on the unrelenting search for happiness to drive long-term engagement, repeat purchases, and brand loyalty. By recognising that human satisfaction is temporary and that people are always looking for something more, businesses can stay ahead of the curve, providing their customers with exactly what they want – before they even realise they want it.
Understanding the Hedonic Treadmill: The Cycle of Desire and Adaptation
The term ‘hedonic treadmill’ was coined by psychologists to describe the human tendency to adapt to new levels of happiness or pleasure quickly, returning to a baseline state of contentment over time. Whether a person experiences a major positive event, such as receiving a promotion or buying a new car, or a negative one, such as losing a job or failing an exam, their emotional response will eventually stabilise, and they will return to their natural set point of happiness.
This adaptation means that no matter how significant the initial emotional response, the impact diminishes over time. People then seek out new stimuli – something that will reignite their sense of happiness or fulfilment. In marketing terms, this means that a consumer’s satisfaction with a product is fleeting. Once the novelty wears off, they are primed to search for something new – a perfect opportunity for businesses to present the next ‘must-have’ product or service.
For companies, the hedonic treadmill is more than just a psychological theory; it’s a tool to drive continuous engagement with consumers. By recognising the inevitability of adaptation, marketers can design strategies that address the never-ending desire for novelty, excitement, and fulfilment.
The Marketing Opportunity: Tapping into Perpetual Desire
From a marketing perspective, the hedonic treadmill provides endless possibilities for brands to remain relevant in the eyes of consumers. It shifts the focus from a single transaction to an ongoing relationship – one where the customer continuously looks to the brand for the next source of happiness. Here’s how businesses can tap into this cycle of desire and adaptation to their advantage.
Framing Products as the Solution to Unhappiness
One of the most effective ways to engage customers is by positioning products as solutions to unhappiness or dissatisfaction. When consumers are on the hedonic treadmill, they are constantly searching for something that will bring them back to a state of joy. Brands that can frame their offerings as a means to achieve that happiness will naturally attract attention.
- Emphasising Emotional Benefits: Rather than focusing solely on the practical features of a product, smart marketers will highlight the emotional benefits. For example, luxury brands often market their goods as symbols of status, success, or self-worth. The idea is not just that a customer is buying a watch or a handbag, but that they are investing in an improved version of themselves – one that will bring greater fulfilment.
- Targeting Pain Points: Every customer has pain points – areas of dissatisfaction in their life. By targeting these pain points directly, businesses can position their products as solutions. For instance, a wellness company might focus on reducing stress or anxiety, while a fashion brand could target body confidence or self-expression. By acknowledging that a customer’s happiness is incomplete, businesses can provide a product that fills the gap, promising a return to joy – even if temporarily.
Creating Anticipation and Excitement
Anticipation is one of the most powerful emotions marketers can harness. The excitement of waiting for something new plays directly into the hedonic treadmill, as consumers anticipate the pleasure that comes with a new purchase or experience. Smart marketers use this to their advantage by creating campaigns that build excitement before a product is even available.
- Pre-Launch Hype: Creating a sense of urgency or exclusivity before a product launch is an effective way to engage customers. Apple, for example, is a master of this technique. Each year, the tech giant builds anticipation for its latest iPhone release through sleek marketing campaigns, timed leaks, and high-profile launch events. The result? Customers queue for hours to be the first to get their hands on the latest model, despite the fact that their current iPhone likely works perfectly well.
- Teasing Future Releases: Marketers can also use anticipation by teasing upcoming products long before they are available. Sneak peeks, ‘coming soon’ campaigns, and countdowns all serve to keep consumers engaged and excited for what’s next. This strategy is particularly effective when combined with limited-edition products or exclusive launches, which create a fear of missing out (FOMO) among consumers.
Fostering Continuous Engagement with Product Ecosystems
One of the keys to keeping customers on the hedonic treadmill is to foster continuous engagement. Rather than selling standalone products, brands should aim to create ecosystems of products and services that feed into each other. This keeps customers coming back for more, not because they’re unhappy with what they have, but because they’re excited to expand their experience.
- Building Product Ecosystems: Tech companies like Apple and Google excel at this by creating ecosystems of devices and services that work seamlessly together. Once a customer buys into the ecosystem – say, by purchasing an iPhone – they are encouraged to add other products, like an Apple Watch, AirPods, or iCloud storage. Each new addition enhances the overall experience, creating a sense of ongoing fulfilment. More importantly, it fosters loyalty, as consumers are less likely to switch to a competitor once they are invested in the ecosystem.
- Introducing Upgrades and Add-Ons: Even when a product is standalone, businesses can keep consumers engaged by regularly introducing upgrades or add-ons. For instance, video game companies often release downloadable content (DLC) or expansions to keep players hooked long after the original game’s release. This not only extends the lifespan of the product but also taps into the customer’s desire for novelty and excitement.
Encouraging Repeat Purchases through Subscription Models
Another powerful way to leverage the hedonic treadmill is through subscription-based business models. Subscriptions inherently offer a continuous stream of new products or content, satisfying the consumer’s desire for novelty without requiring them to make individual purchase decisions each time. This model also ensures predictable, recurring revenue for businesses.
- Monthly Subscription Boxes: Subscription boxes, such as Birchbox or FabFitFun, deliver curated products directly to consumers’ doorsteps each month. Each box contains something new and exciting, keeping the consumer engaged and eager for the next delivery. This model works particularly well for beauty, fashion, and lifestyle brands, where trends and tastes are constantly changing.
- Streaming Services: Companies like Netflix and Spotify have built their success on subscription models. By offering a never-ending stream of content, they keep consumers satisfied and continually coming back for more. Importantly, these services also use personalised recommendations to keep engagement high, ensuring that consumers always have something new to watch, listen to, or enjoy.
Aspirational Marketing: Tapping into Consumers’ Hopes and Dreams
One of the most effective marketing strategies is to appeal to consumers’ aspirations – their hopes for the future and their desire to become the best version of themselves. Aspirational marketing plays directly into the hedonic treadmill by positioning products as the gateway to a better life, full of happiness and fulfilment. This approach doesn’t just sell products; it sells dreams.
Selling a Lifestyle, Not Just a Product
Brands that excel at aspirational marketing do more than sell products – they sell an entire lifestyle. Nike is a prime example of this. Its ‘Just Do It’ campaign is not just about selling trainers; it’s about selling the idea of personal achievement, athletic excellence, and perseverance. When consumers buy Nike products, they feel as though they are buying into the brand’s ethos – they are becoming part of the culture of success and ambition that Nike represents.
- Luxury Brands and Status Symbols: Luxury brands, in particular, excel at aspirational marketing. A Rolex watch or a Chanel handbag is not just a functional item; it’s a status symbol, a sign of wealth, success, and sophistication. By positioning their products as markers of an elevated lifestyle, luxury brands appeal to consumers who aspire to a higher social status or personal identity.
- Health and Wellness Brands: Similarly, health and wellness brands often position their products as part of a larger journey towards self-improvement. Whether it’s fitness equipment, dietary supplements, or mental health apps, these products are marketed as tools to help consumers become the best version of themselves. The idea is that by using these products, consumers will not only improve their physical and mental well-being but also find greater happiness and fulfilment in life.
Leveraging Social Proof and Influencer Marketing
Social proof is another powerful tool for marketers looking to engage consumers on the hedonic treadmill. People are naturally influenced by the behaviour of others, and when they see others enjoying a product, they are more likely to want it for themselves. This desire is amplified when the person using the product is someone they admire or aspire to be like, such as an influencer or celebrity.
- Influencer Collaborations: Influencer marketing has become a dominant force in many industries, from beauty and fashion to tech and lifestyle. By partnering with influencers who embody the brand’s values and aesthetics, businesses can tap into the aspirations of the influencer’s audience. When consumers see their favourite influencer wearing a particular brand of clothing or using a specific skincare product, they are more likely to purchase it, believing it will bring them closer to the lifestyle they admire.
- User-Generated Content and Testimonials: Social proof doesn’t just come from influencers. User-generated content (UGC) and testimonials from real customers are also powerful forms of social proof. When consumers see others like them benefiting from a product, they are more likely to believe that it will bring them happiness or fulfilment as well. This is particularly effective when combined with storytelling – showcasing how the product has transformed someone’s life in a meaningful way.
The Role of Innovation: Keeping Customers Engaged and Excited
Innovation is key to keeping customers on the hedonic treadmill. When consumers adapt to the products they already own, they begin looking for something new – a better, more advanced version of what they have. Businesses that prioritise innovation can keep their customers engaged by continually offering new products, features, or experiences that meet their evolving desires.
Continuous Product Development and Upgrades
One of the most straightforward ways to keep customers engaged is through continuous product development. Rather than offering a single product that remains static over time, businesses should aim to release regular updates, improvements, and new versions that cater to their customers’ changing needs and desires.
- Technology and Gadgets: In the tech industry, companies like Apple, Samsung, and Google are constantly innovating, releasing new devices with upgraded features and capabilities. Consumers on the hedonic treadmill are always seeking the latest technology – not because their current device no longer works, but because they desire the thrill and excitement that comes with something new. By releasing new models every year, these companies ensure that their customers remain engaged and eager to upgrade.
- Fashion and Trends: In the fashion industry, continuous innovation comes in the form of seasonal collections and trend-driven designs. Fast fashion brands like Zara and H&M are experts at quickly turning over inventory, ensuring that customers always have something new to choose from. This plays into the consumer’s desire to stay fashionable and up-to-date, keeping them on the hedonic treadmill as they continually search for the next ‘must-have’ item.
Offering Personalisation and Customisation
Personalisation and customisation are other powerful ways to engage consumers on the hedonic treadmill. When businesses offer products or services that can be tailored to the individual, it creates a sense of ownership and uniqueness that enhances the customer’s emotional connection to the brand. Personalisation also ensures that the product continues to meet the customer’s needs, even as those needs evolve over time.
- Personalised Recommendations: Streaming services like Netflix and Spotify use sophisticated algorithms to personalise content recommendations for each user. By offering a continuous stream of new content that is tailored to the individual’s tastes, these services keep customers engaged and satisfied. This personalisation helps ensure that consumers remain loyal to the platform, as they feel that it understands their preferences and continues to provide content that brings them joy.
- Customised Products: Some brands take personalisation a step further by allowing customers to customise the product itself. Nike, for example, offers a ‘Nike By You’ service, where customers can design their own trainers by choosing colours, materials, and even adding personalised text. This level of customisation creates a deeper emotional connection between the customer and the product, as they feel that they have played a role in creating something unique that reflects their identity.
Ethics in Hedonic Treadmill Marketing: Finding the Balance
While the hedonic treadmill offers a wealth of opportunities for marketers, it’s important to acknowledge the ethical considerations that come into play. Encouraging consumers to continually seek happiness through material possessions can lead to over-consumption, financial strain, and environmental harm. However, businesses can still leverage the hedonic treadmill without compromising their ethical integrity.
Promoting Sustainable Consumption
One way to balance the hedonic treadmill with ethical marketing is to promote sustainable consumption. Rather than encouraging customers to constantly buy new products, businesses can focus on creating high-quality, durable goods that provide long-term value. This approach still taps into the customer’s desire for happiness and fulfilment but does so in a way that is mindful of environmental and social impact.
- Durable and Timeless Products: Some brands, particularly in the fashion and home goods industries, are moving towards promoting durable, timeless products that are designed to last. Companies like Patagonia have built their brand around sustainability, encouraging customers to buy less and choose high-quality items that will stand the test of time. By aligning their products with values such as environmental responsibility and social good, these businesses appeal to consumers who seek fulfilment not just through consumption but through making ethical choices.
- Repair and Reuse Programs: Another way to promote sustainable consumption is through repair and reuse programs. Brands like Apple and Patagonia offer repair services that encourage customers to extend the life of their products, rather than discarding them for something new. This not only reduces waste but also strengthens the emotional connection between the customer and the brand, as they feel that the company is genuinely invested in their long-term satisfaction.
Encouraging Mindful Consumption
Mindful consumption is another approach that allows businesses to balance the hedonic treadmill with ethical marketing. By encouraging customers to be thoughtful about their purchases, businesses can help them find more meaningful fulfilment through fewer, more considered choices.
- Promoting Quality Over Quantity: Some brands focus on promoting the idea that happiness doesn’t come from owning many things, but from owning the right things. By highlighting the quality, craftsmanship, and emotional value of their products, these businesses encourage customers to make more mindful choices. This approach not only appeals to consumers who are looking for long-term fulfilment but also positions the brand as one that values substance over excess.
- Fostering Emotional Connections: One way to encourage mindful consumption is by fostering emotional connections between customers and the brand. Businesses can do this by telling stories about their products – where they come from, who made them, and what values they represent. This approach helps consumers see their purchases as more than just material objects; they become symbols of personal identity, values, and emotional fulfilment.
Final Thoughts: The Power of the Hedonic Treadmill in Marketing
The hedonic treadmill is a powerful psychological concept that offers immense opportunities for businesses to engage consumers, build loyalty, and drive long-term sales. By understanding the cyclical nature of desire and adaptation, marketers can create strategies that tap into the perpetual search for happiness, ensuring that customers return time and again in search of the next source of joy.
From selling aspirational lifestyles and creating anticipation to fostering continuous engagement through product ecosystems and subscription models, the possibilities are vast. At the same time, businesses must strike a balance between leveraging the hedonic treadmill and promoting ethical, sustainable consumption. By focusing on quality, transparency, and long-term value, companies can ensure that their customers find meaningful fulfilment in their purchases, without feeling trapped in a cycle of dissatisfaction and constant desire for more.
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