70% of buying decisions are emotional and yet no trust mark verifies the emotional trust between human beings and the brands they come into contact with daily.
The Joy Mark exists to change that.
The first mark that measures what really moves the dial in decision making, EMOTION.
Why Now?
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Experience and emotion now play a more decisive role in how trust is formed.
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Emotion has become the most valuable metric that certifications aren't measuring.
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Customer acquisition costs have surged over 200% in the past decade.
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Consumer trust is scraping historic lows.
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AI is blurring the line between real and fake.
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Purpose fatigue has set in.
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The reviews aren't working anymore.
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85% suspect the reviews they read.
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Experience and emotion now play a more decisive role in how trust is formed.
-
Emotion has become the most valuable metric certifications aren't measuring.
-
Customer acquisition costs have surged over 200% in the past decade.
-
Consumer trust is scraping historic lows.
-
AI is blurring the line between real and fake.
-
Purpose fatigue has set in.
-
The reviews aren't working anymore.
-
85% suspect the reviews they read.
Other Trust Marks Measure What Brands Do
SUSTAINABILITY
ETHICS
EFFICACY
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EMOTION
how We Measure Joy
The Joy Mark Check
Before we even consider working with a brand, they have to pass through our ethical gateway.
The Brand Evidence File
The brand submits an application and data to show how they prioritise human connection.
The Data Audit
The Joy Mark conducts its own analysis to make sure the external lens agrees.
The Joy Council Review
Our independent panel of experts assess submissions and have the final say.
The EPIC-J Score & Award
The brand can now proudly display the mark, and we shout about it with our PR and comms machine.
Joy isn't soft, it's the strongest signal of trust.
We transform emotion into evidence and connection into advantage. The Joy Mark is setting a new global standard, one that measures what moves us.
In a sea of standards, The Joy Mark stands for something deeper:
It reminds the world we’re human, and that joy connects us.
Meet Us
Donna Easton &
Nick Ede.
Donna Easton and Nick Ede are two of the UK's most experienced voices in commercial brand-building and cultural relevance.
Donna brings over 25 years of experience in brand partnerships, commercial growth, and consumer platforms, working with organisations including Disney, Google, and Cirque du Soleil.
Nick brings over two decades of experience in brand, PR, and culture-led campaigns with companies such as MTV, Virgin and lastminute.com.
Together they bring direct access to brands, media, and cultural platforms, and the credibility to set a new global standard for emotional trust.
Let's Talk
Together, let's make JOY the new measure of trust.
