Simple Complex Joy
The concept of joy in relationships is how I began my adventure in whole-brain marketing. I remember learning at training for my other fascination with somatic experiencing/embodiment work the conditions needed to create joy and the actual definition of joy beyond the cultural standard of elation and bliss.
When I heard it- there was a full-bodied light bulb that went off- almost like my entire body got brighter - and I had this deep sense that everything that I understood about life was different now.
These are the key pieces of that I learned about the complexities of joy:
Joy is the sense that we are glad to be with someone. It is grounded in security and gratitude.
With joy comes a clarity and groundedness that helps us know we are seen and understood.
Joy is innately a state of feeling completely open and playful
Joy heals your nervous system and builds resilience
Ah! This was different than anything I heard before and felt simple- clarifying. Then I got curious- what does it take to sustain joy? What happens in our nervous systems and brains…and then I realized for the simple explanations- the neural environment is complex as hell. It requires high neural synchrony- meaning our entire brain must work together to feel joy. Here are the key players of joy:
Limbic System: The limbic system, particularly the amygdala, hippocampus, and cingulate cortex, is heavily involved in processing emotions, including joy. The amygdala, in particular, is associated with the processing of pleasure and reward.
Prefrontal Cortex (PFC): The prefrontal cortex, especially the ventromedial prefrontal cortex (vmPFC), plays a crucial role in regulating emotions and integrating emotional experiences with cognitive processes. It helps in evaluating the significance of events and experiences, contributing to the experience of joy.
Basal Ganglia: The basal ganglia, including structures like the nucleus accumbens, are involved in reward processing and motivation. They play a key role in experiencing pleasure and reinforcing behaviors associated with joy.
Dopamine: Dopamine is a neurotransmitter associated with pleasure and reward. It is released in various brain regions, including the nucleus accumbens, in response to pleasurable stimuli. Dopamine signaling is crucial for the experience of joy and the reinforcement of behaviors that lead to it.
Serotonin: Serotonin is another neurotransmitter involved in mood regulation and emotional processing. While its role in joy is not as well understood as dopamine, alterations in serotonin levels have been linked to mood disorders, suggesting its involvement in emotional experiences, including joy.
Endorphins: Endorphins are natural opioids produced by the body, often released in response to activities like exercise, laughter, or social interactions. They can induce feelings of euphoria and contribute to the experience of joy.
Oxytocin: Oxytocin, often referred to as the "love hormone," is involved in social bonding, trust, and emotional attachment. It plays a role in promoting positive social interactions and may contribute to feelings of joy experienced in social contexts.
These brain regions and neurotransmitters work together in a complex network, processing sensory information, evaluating its emotional significance, and generating the subjective experience of joy. The precise mechanisms underlying joy are still being investigated, but understanding these neural processes provides valuable insights into the nature of emotional experiences.
Understanding this on a human level- changed everything with how I viewed personal happiness and relationships with other people. I also saw direct interconnection to my work as a marketer - and started to ask the question what needs to happen to create joy in communications?
What is the impact of joy in communications? After 5 years this is what I concluded:
Joy creates deep brand trust that stems from psychological safety.
The more we understand how to relate and empathize with audiences the longer the cycles of relationships will be with your audience
Joy asks us to build depth in communications - talking more about the audience and how rad they are to the brand- rather than talking about how rad the brand is for the audience members.
There is so much space for play and humor in communications - and your audience wants it!
The experience means more than the transaction- Engage with your audience in meaningful ways, whether through personalized interactions, fun events, or user-generated content campaigns.
Creating community and connection is the foundation for a proper environment for joy to blossom naturally
Brands with more joyful content can rise above polarization in a way that builds trust
These conclusions, had me convinced that the natural indicators we are taught to get response and engagement as marketers are limited to reaction, which limits our ability to truly create community. To rise above this, requires we do all the work to take the steps as brands to build clarity, quality, and curiosity into content- which will naturally bring joy into the equation.
Though joy is complex in our humanity- it is relatively simple in communications- as long as it comes from a natural place of alignment. So get to playing and laughing with your audience- you all will have better nervous systems for it.