Shabnam Mogharabi, founder and CEO of The Joy Brigade and co-founder of SoulPancake, promotes the idea of using joy as a rebellion against negativity in content marketing. Drawing from positive psychology theories, she believes that joy can be a strong motivator and can change how the brain responds to various situations. She cautions against the ‘Pollyanna-look-on-the-bright-side’ approach, which she views as detrimental to true joy. Rather, she suggests acknowledging the negative aspects while offering a different perspective. This approach, she says, works well in storytelling, writing, and communication of ideas. She mentions that it takes 20 positive interactions to counteract a negative one, according to research by John Gottman. Despite the challenge, she believes that the best marketing campaigns capture the full spectrum of human emotions, recognizing the negatives but pivoting to insightful moments that inspire and uplift. She cites Nike as an example of a brand that has successfully used joy in their marketing by tackling negative stereotypes.
“Shabnam Mogharabi: Rebelling Against Negativity With Joy in Content Marketing”
