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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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Yesterday, our founders @nickede and @donnaeastonjoy headed to @brandlicensingeurope and if there’s one thing the day reinforced, it’s just how powerful brands can be in creating JOY. From the characters we grew up with to the entertainment, fashion, food and lifestyle brands that become part of our everyday lives, licensing is ultimately about emotional connection. And that’s exactly where The Joy Mark comes in. Walking around BLE, Nick and Donna saw brands that instantly made people smile, sparked nostalgia, created conversation and brought people together. That emotional response has real value. We talk a lot about brand awareness, reach, engagement and sales but what about how a brand actually makes us FEEL? That’s the question at the heart of The Joy Mark. Yesterday was a brilliant reminder that joy isn’t just nice to have. It can be one of a brand’s greatest assets. And there were definitely a few brands at BLE that we’d love to see applying for The Joy Mark #TheJoyMark #SeriousAboutJoy by @thejoymark
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6 days ago
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Could a little more JOY find its way into the weekly shop? @waitrose has launched new Wellbeing Bays in 52 stores, bringing together more than 40 wellness products and giving shoppers the chance to discover and try something new. But what interests us at The Joy Mark isn’t just what’s on the shelves. It’s how the experience makes people feel. Wellness can be confusing. So many products. So many promises. So much advice. Imagine instead walking into a store and feeling confident, welcomed and supported. Clear information. Someone who actually listens. A little uncertainty taken away. Because a beautifully designed display might make us stop but it’s the EXPERIENCE that makes us come back. That’s exactly why @donnaeastonjoy and @nickede created @thejoymark to recognise brands, products and experiences that understand the power of joy and emotional connection. We believe joy is often found in the smallest everyday moments. Those moments build trust. And over time, trust can become the reason someone says ‘I LOVE shopping there.” So, what’s the little thing a retailer does that makes YOU love shopping with them? by @thejoymark
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15 days ago
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A recent @telegraph article revealed that 52% of office workers message colleagues sitting in the same room, while 40% say they feel lonely at work.  We’re more connected by technology than ever, but are we becoming less connected as humans? That’s exactly why @nickede and @donnaeastonjoy created @thejoymark . Joy at work isn’t fluffy. It’s feeling valued, recognised, connected and appreciated. You can automate processes. You can generate emails. You can use AI to make us more efficient. But you can’t automate human connection. It’s time to put the human and the JOY back into business. We are serious about Joy #TheJoyMark #SeriousAboutJoy #HumanConnection by @thejoymark
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19 days ago
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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 by @thejoymark
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25 days ago
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We have some exciting news to share on the horizon. Keep your eyes pealed on our LinkedIn and @donnaeastonjoy and @nickede socials for @thejoymark news coming soon! by @thejoymark
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a month ago
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Trust is becoming more valuable than fame. New research from @bof Insights, surveying 10,000 consumers across five European markets, reveals a fascinating shift: 73% trust friends & family 68% trust customer reviews 29% trust professional athletes Just 17% trust celebrities & high-profile figures Trust is overtaking fame. Consumers increasingly want brands that make life better, easier and more enjoyable not simply more exclusive. That’s exactly why we created @thejoymark In a noisy world of AI, algorithms, influencers and endless content, we believe trusted signals of positive experience and emotional impact will become more valuable than ever. For years, brands have competed for attention. The next great battle will be for trust. Because joy isn’t just an emotion Its also a reason to choose. Do you agree? #TheJoyMark #BrandTrust #CustomerExperience #BrandExperience #Joy by @thejoymark
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a month ago
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You’ve seen us. Now get to know us. The Joy Mark website is almost here. We are Serious About Joy. #thejoymark #comingsoon taken in Joy by @thejoymark
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2 months ago
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Joy isn’t just a feeling. It’s not a fuzzy ‘nice to have’. It deserves to be taken seriously as a powerful human experience that shapes our health, our relationships and the choices we make day to day. The brands that understand the power of joy are the brands we are working with and what The Joy Mark was created for. The ones that make us feel something. What’s your everyday source of joy? #TheJoyMark #ChooseJoy #SeriousAboutJoy by @thejoymark
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2 months ago
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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 taken in London, United Kingdom by @thejoymark
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2 months ago
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@donnaeastonjoy and @nickede aren’t just creating a new trust mark, they’re redefining the sector to shift what matters. Making joy and human connection the new drivers of trust, loyalty and growth. #thejoymark #seriousaboutjoy by @thejoymark
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3 months ago
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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 taken in Wimbledon by @thejoymark
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3 months ago
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Joy is becoming a competitive advantage. Consumers are rejecting over optimised, automated experiences. They want brands that feel real. Brands that connect. Brands that care. This is why @donnaeastonjoy and @nickede founded @thejoymark . #thejoymark #seriousaboutjoy by @thejoymark
0
3 months ago
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