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A view from Alex Wilson: Brands can’t tell people how to be happy, but they can create happiness

Consumers are ready for positive entertainment and uplifting escapism.

By Alex Wilson

In the aftermath of 9/11, we saw unparalleled popularity for art and culture that pitted good triumphing over evil. Franchises such as Harry Potter and The Lord of the Rings dominated the box office as audiences flocked to see pure of heart protagonists come together to defeat an unfathomable and faceless evil. The impact of an event that was as unifying and horrific as 9/11 shaped culture and how it was consumed for years to come and could be seen as a foretaste of what culture might offer in a post-pandemic world.

This concept of hope and unity that followed 9/11 was reflected in TV spots and commercials, especially around the festive period that followed, with b


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