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Happiness Management and Social Marketing: A wave of sustainability and creativity

Edited By Rafael Ravina Ripoll, Luis Bayardo Tobar Pesántez, Araceli Galiano Coronil and José Marchena Dominguez

In these moments of health crisis, happiness management and social marketing are not teaching that it is possible to build a more committed, innovative and productive society. To achieve this end, countries and organizations must undertake a wave of human resource policies and actions that stimulate individuals’ happiness and creativity. In this way, a new economy can emerge that holistically promotes social welfare, equality, and talent.

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Happiness Management: a wave of sustainability and social representation

Regina Aparecida Pereira-Mazzi, Heitor Romero-Marques and Rafael Ravina-Ripoll


Abstract This chapter aims to reflect on the available scientific evidence on the subject; present some aspects with which we began the study of the theme, aiming to contribute to the production of knowledge aimed at building sustainable societies and global responsibility, through the dialogue of deepening the concept of happiness as an essential value for human development. The methodology proposes a deductive procedure, obtained through bibliographic research on the theoretical framework around the theme of sustainable development, social representation, creativity, happiness and its applicability.

Keywords: happinesssustainabilitycreativitysocial representation

A green movement is gaining forces in the industries, market and services section, also showing up in teaching, research, health and education. In search for the best results and a good image in the market, everyone wants to be sustainable.

Think, feel and say that being happy is something very personal. Simply, there is no recipe for happiness. For some, happiness is to have, for others its being and probably, there is no right or wrong in this story. It’s variable and discussable what intensifies the happiness of a region, maybe the climate, the culture or who knows, the physical environment and social, too. Many studies indicate that happy people are more productive, relate better, get less sick and generate more riches to the country, the companies and thus to society. Understanding this as sustainable factors in a broad sense, many managers have been looking for ways to provide environments with a construction of happiness in...

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