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The Joy Mark

@thejoymark

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The world’s first trust mark measuring how brands and experiences make us feel.
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Did you know that 70% of Brits have shared an experience they’ve had with a brand in the past three months and perhaps more importantly, we’re far more likely to talk about the good ones. YouGov’s new Most Recommended Brands 2026 report found that 55% of people had shared a positive brand experience, compared with 21% who had shared a negative one. For years, brands have obsessed over awareness, reach, impressions and getting people talking. But what if the most valuable thing you can create is an experience people actually WANT to talk about? The research gets even more interesting. Of those sharing positive experiences, 45% shared them privately conversations, messages, WhatsApp groups and DMs. And 29% left a review or rating. The biggest motivation for sharing something positive? Helping other people discover something good. That is advocacy in its most powerful form and this is where the joy mark comes in because that’s what we are here for to act as a guide and trust mark. Gucci tops the overall list with a 90% positive Recommend score among current customers, while John Lewis, MoneySavingExpert and British Airways Holidays also make the top ten. Across individual sectors, Toyota, E45, Monzo and Itsu lead their respective categories. They couldn’t be more different. Which tells us something important: there isn’t one formula for creating a brand people love. But there is enormous value in creating an experience people feel good about recommending. That’s exactly the territory we’re exploring with The Joy Mark. We want to help identify and celebrate the brands, products, services and experiences that have a genuinely positive emotional impact on people’s lives. Because perhaps the next great brand metric isn’t simply: “Have you heard of us?” It’s: “Did we make you feel good enough to tell someone else?” And according to this research, when brands get that right, people really do tell others. #TheJoyMark #BrandExperience #CustomerExperience #BrandTrust #Joy
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Yesterday @donnaeastonjoy and I filmed some creative content with the brilliant team at @gjoopy @dom_renwicks to bring @thejoymark to life and tell you more about it. #thejoymark #seriusaboutjoy #london
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Wimbledon is all about JOY just people and a shared moment. The Joy Mark Index found 74.3% of Britons say the people around them are their biggest source of joy, and a restaurant or pub with friends beats almost every other night out (61.9%). Wimbledon proves it on grass, one strawberry at a time. Who are you watching the finals with this weekend? #Wimbledon2026 #thejoymark
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For decades, business have measured success through profit, growth, customer satisfaction and employee engagement. Today a new metric is emerging. JOY. #thejoymark #seriousaboutjoy
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‘ People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’ Maya Angelou #thejoymark #seriousaboutjoy
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Meet the founders of @thejoymark We are @donnaeastonjoy and @nickede We aren’t just creating a new trust mark, we are redefining the sector to shift what matters. Making joy and human connection the new driver of trust, loyalty and growth. #thejoymark
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Something very joyful has been cooking. @nickede and I have been working on this brand spanking new project and it’s safe to say we are pretty excited. Head over to @thejoymark to keep up to date and see the story unfold. #seriousaboutjoy #joymarkcertified
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I’ve been working on something very exciting with @donnaeastonjoy Follow @thejoymark for all the latest news and updates. #seriousaboutjoy #thejoymark
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Trust has a missing metric. Introducing The Joy Mark. #seriousaboutjoy
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This year has been a whirlwind. It’s our first year together as @joyfulnessstudios and @donnaeastonjoy and I want to thank all our clients, talent and friends for a fabulous 2025. Here’s to a joyful 2026…
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Happy Holidays from @donnaeastonjoy and @nickede Thank you for making year one of @joyfulnessstudios and @joyfulnessapproved so special. We cannot wait to share some very exciting news in early 2026. Here’s to an even more joyful 2026 #joy #joyfulness #joyful 📸 @studiosieler
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We started @joyfulnessstudios at the beginning of the year and one of @mylifeshines and my main objectives was to show how JOY is such an integral part of our lives and how it is also an extremely important one. I’m really proud of our collaboration with @londontheatredirect on a survey and campaign to showcase how live entertainment and specifically theatre is still a major part of people joy. We have lots more to come. Have a joyful weekend whatever you are doing. #joyful #theatre #joyfulnessapproved
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