Brand JOY: Delicious Festival in South Africa
Beyond the Happiness Index: Finding Joy in South Africa
South Africa currently ranks 83rd on the World Happiness Report, an index which measures ‘happiness’ around the globe. Unsurprisingly, the top four places are taken by Nordic countries: Finland, Denmark, Iceland and Sweden. English speaking countries are also high on the list, with Australia ranking 10th, United Kingdom 20th and United States ranking 23rd.
But what are these rankings based on?
The report factors in metrics like GDP, social support, life expectancy, freedom to make life choices and perceptions of corruption into its ranking. By these standards, South Africa appears far down the list. Perhaps on paper, South Africans are not the happiest.
But what if these metrics are overlooking a type of joy that can’t be captured in numbers?
After attending Delicious Festival in South Africa a couple of months ago, being surrounded by laughter, dancing and self expression, it became clear there is a form of joy here that the Happiness Index fails to measure. South Africans may indeed be unhappy with levels of corruption or lack of social support, but this certainly doesn’t mean they are unable to experience joy. In fact, South Africans arguably have a better ability to embrace joy, perhaps more so than some Western countries that rank higher on the Index.
BAMM RAW explored JOY at Delicious Festival
The Delicious Festival was an example of South African joy in action, showcasing how happiness can flourish, despite challenging circumstances. At this festival, brands tapped into different aspects of joy, creating a diverse and vibrant atmosphere. We look at some of the brand activations from the day, through the lens of The DROP report’s dimensionalization of different types of joy.
Coca-Cola brought joy through playfulness, liveliness, and excitement, encouraging people to let loose and simply enjoy themselves.
Great Oven, on the other hand, inspired joy through calmness and meaning, fostering awareness of social issues through art and conversation.
Art Meets Fashion was about liberation and surprise, their catwalk added an element of creativity that thrilled and inspired festival-goers.
There was something beautiful in these expressions of joy. Playfulness showed in genuine smiles and spontaneous laughter, a pure form of happiness unburdened by cynicism. The festival itself was a celebration of 30 years of freedom - a recognition of progress and resilience despite ongoing struggles. Rather than bitterness or disillusionment, there was hope - a desire to rebuild and move forward.
Joy in South Africa
Joy in South Africa doesn’t need to be manufactured; it already lives in the people and their outlook on life. Many South Africans have developed an approach to joy rooted in the appreciation of small, meaningful moments, perhaps because they are acutely aware of how tough life can be. Here, joy is tied to a sense of triumph over adversity, and gratitude for the little things that brighten daily life.
South Africans are reminded of adversity and societal struggles every day. For many, these daily reminders reinforce a reality: their government has fallen short of addressing the needs of its people. Yet instead of giving up hope, South Africans often turn to one another, offering support and kindness within their communities. There’s a shared understanding that it’s up to the people to uplift one another.
We have a lot to learn…
Considering the countries that rank higher on the World Happiness Report, it is worth questioning whether these places actually embrace and experience higher levels of joy, or just fulfil certain criteria? Do higher-ranking Western countries laugh as freely, dance as wholeheartedly, or find hope as readily as South Africans? Or do they carry with them higher levels of cynicism, built-up expectations, and a sense of entitlement that can dilute genuine joy?
South Africa demonstrates that joy is not always tied to external conditions like income or life expectancy. Here, joy is a collective experience, grounded in resilience and mutual support. This is a joy that many higher ranking countries may not fully understand - a joy born not from material abundance, but from a shared spirit of overcoming and community.
The African influence
As African culture continues to influence Western societies through music, dance, fashion, and food, it raises an important question: how can brands embrace South Africa’s infectious spirit of joy? By tapping into this vibrant and resilient culture, brands have the opportunity to not only drive growth but also foster a deeper sense of connection in an increasingly globalised world. South Africa’s unique ability to find and celebrate joy amid adversity offers a powerful lesson, and a compelling platform for brands to engage authentically and meaningfully with both local and global audiences.
Words by Georgie Jeffries
Images by Earl Abrahams