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The study aims to combat misleading marketing practices that exploit youth and promote well-being through the HEAL framework.

EXPRESS: From Happywashing to Happytalism: Fostering Youth Well-Being Through the HEAL Framework

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The study aims to combat misleading marketing practices that exploit youth and promote well-being through the HEAL framework.
Introduced the HEAL framework focusing on four key supports: Holistic emotional support, Empowering social support, Awareness-reframing support, and Lifestyle-changing support.
Grounded in Social Cognitive Theory, emphasized non-transactional brand initiatives.
Contrast between happywashing and happytalism was elaborated to guide marketers and policymakers.
HEAL framework enhances self-efficacy and emotional regulation in youth.
Non-transactional engagement models showed potential in mitigating harms of commodified happiness.
Findings suggest a reorientation of marketing practices towards authentic youth welfare.

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Randomized trial addresses well-being in youth, suggesting a shift in marketing towards happiness without consumption.

Sousa et al. (2026) studied this question.

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