Integrating Brand Strategy And Positive Psychology | Branding Strategy Insider
There's a whole movement on "positive psychology" (meaning: psychology focused less on "fixing" you and more on making you feel better) that branders can learn from. For example, people feel better when they have a reason for doing what they are doing (see: the old joke about two stone masons building walls, one of which sees themself building a cathedral). This doesn't mean you should over-index on "purpose," but rather on the work that is serving your purpose. That is, don't just shout about the mission-driven purpose, but remind people that the work itself has purpose.