6: The Importance of Happiness

This chapter starts with the evidence that promoting happiness is beneficial not only for individuals but also for the economy and society. The quest for good mental health and wellness is marketed globally in the 21st century. This is considered along with the role of online gurus in promoting happiness and PP. A critique of positive thinking and the contemporary ‘confidence culture’ is covered. The wide use of coaching and life coaching is examined and compared with positive psychology. The chapter finishes by considering the marketing opportunities for PP interventions with a reminder for good administrative practice.