A new century of enlightenment: Happiness management and social marketing A journey towards nnovation and well-being in the ocean of artificial intelligence

Abstract

The start of the 21st century has been marked by a profound transformation in the way societies, organisations and economies function. The rapid advance of artificial intelligence, digitalisation and data-driven decision-making has redefined productivity, competitiveness and innovation across all sectors. However, this technological acceleration has also intensified a question we consider fundamental: how can progress be aligned with human wellbeing? In this context, the concept of Happiness Management emerges as a transformative element that seeks to integrate organisational performance with human flourishing, which we consider fundamental. Thus moving beyond traditional management models focused exclusively on efficiency and profitability, this approach places well-being, motivation, emotional intelligence and purpose at the heart of organisational strategy. As highlighted throughout this book, happiness is not conceived as a superficial or secondary outcome, but as a strategic and structural driver of productivity, innovation and sustainability in the medium and long term. The idea of a new Age of Enlightenment reflects the need to rethink the relationship between technology and humanity. Whilst the 18th-century Enlightenment emphasised reason and scientific progress, the contemporary era demands a more holistic vision, capable of integrating artificial intelligence with ethics, emotional well-being, sustainability and social responsibility. In today’s ‘ocean of artificial intelligence’, technological capabilities alone are insufficient; what is truly essential is the ability to direct these tools towards the construction of meaningful, inclusive and, above all, person-centred systems. This book is the result of a collaborative effort carried out within the framework of the University Network for Happiness, which brings together researchers from diverse disciplines, countries and academic traditions. Twenty-three universities from various countries-Spain,Ecuador, Mexico, El Salvador, Brazil, Colombia, Costa Rica and Englandare participating, having organised nine international conferences. The contributions compiled here reflect a multidisciplinary effort aimed at understanding how happiness can be effectively and practically applied within organisations, markets and societies, particularly in a context increasingly shaped by digital technologies and artificial intelligence. From an organisational perspective, the chapters analyse how happiness influences talent management, leadership, organisational culture and employee wellbeing. Concepts such as the ‘happiness wage’, emotional compensation, ethical artificial intelligence and positive leadership demonstrate a shift from traditional human resource management models towards more holistic, person-centred approaches. These contributions demonstrate that organisations capable of fostering trust, purpose and emotional commitment are better positioned to achieve resilience, innovation and sustainable competitiveness in an increasingly complex context, driven above all by external factors that affect the normal course of business. Furthermore, the book extends the analysis beyond organisations, examining how happiness is shaped by consumer behaviour, digital environments and social systems. Studies on social marketing, influencer communication, generational consumption patterns, tourism experiences and brand building show that markets are not merely spaces for exchange, but ecosystems where emotional meanings, identities and well-being are shaped. In this sense, economic activity is increasingly understood as a platform for generating both value and social impact. At the same time, the book addresses the social and institutional dimensions of happiness. Topics such as mental health in hyperconnected environments, gender inequalities, urban sustainability, intergenerational dynamics and public policy highlight that well-being is deeply conditioned by structural factors. Happiness, therefore, is notmerely an individual experience, but also a collective and systemic outcome influenced by cultural, economic and institutional variables of all kinds. One of the book’s key contributions lies in its critical reflection on the ethical implications of artificial intelligence. As AI becomes increasingly integrated into organisational and social processes, issues relating to transparency, fairness, privacy and human autonomy take on greater significance. Far from adopting a deterministic or purely technological perspective, this work proposes an approach centred specifically on the individual, in which technological development is guided by ethical principles and aligned with the promotion of well-being. Within this framework, AI is conceived not as an end in itself, but as a tool that must be governed responsibly to enhance human capabilities and improve the quality of life for all. The central premise underpinning this volume is clear: sustainable competitiveness in the digital age requires, above all, emotional sustainability. Organisations, markets and societies that neglect human well-being run the risk of achieving short-term efficiency at the expense of their future viability, which is extremely serious. Conversely, those that integrate happiness into their strategic core are better placed to foster innovation, adaptability and social legitimacy that endure in the long term. In line with this perspective, the papers presented combine methodological rigour with conceptual innovation. Empirical studies, theoretical frameworks, bibliometric analyses and interdisciplinary approaches come together to offer a comprehensive understanding of Happiness Management both as an academic field and as a practical tool for transformation. Ultimately, this book is an invitation to rethink the future of management, business and society in the age of artificial intelligence. It proposes a transition from models focused exclusively on profit towards systems that prioritise human dignity, well-being and sustainability.The new Age of Enlightenment proposed here is defined not solely by technological advancement, but by the ability to integrate knowledge, ethics and humanity at the heart of progress. We invite you to enjoy this work, within the context of happiness as an element that guides organisations and societies towards a more resilient, inclusive and humane future.