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Creating a beautiful life

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  • Jennifer Aaker

    (Stanford Graduate School of Business)

Abstract

In this paper, I share a few insights on our remarkable field to explore what creates a beautiful life. I conceptualize that the idea of a “beautiful life” is defined not by transient moments of happiness but by a profound sense of meaning and purpose. This concept encompasses several dimensions: (a) authenticity, where each phase of life be deeply authentic and allows you to become more yourself, (b) presence, which enriches daily experiences and cultivates mindfulness, (c) levity, ensuring that the journey is imbued with joy and lightness, and (d) love, by feeling and expressing compassion and affection for yourself and others. By moving beyond the mere pursuit of happiness to nurture a deeper sense of authentic purpose and meaning, this work aims to offer a research-based framework for creating a life of enduring beauty and fulfillment.

Suggested Citation

  • Jennifer Aaker, 2025. "Creating a beautiful life," Marketing Letters, Springer, vol. 36(2), pages 193-204, June.
    • Handle: RePEc:kap:mktlet:v:36:y:2025:i:2:d:10.1007_s11002-024-09742-6
    DOI: 10.1007/s11002-024-09742-6
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    References listed on IDEAS

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    1. Anat Keinan & Ran Kivetz, 2011. "Productivity Orientation and the Consumption of Collectable Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 935-950.
    2. Amit Bhattacharjee & Cassie Mogilner, 2014. "Happiness from Ordinary and Extraordinary Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 1-17.
    3. Gal Zauberman & Rebecca K. Ratner & B. Kyu Kim, 2009. "Memories as Assets: Strategic Memory Protection in Choice over Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 715-728, September.
    4. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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