Ikea is looking for a 'happiness hunter' who will win a trip to Denmark
They say it's all in the marketing, and it's probably true – there will be a lot of people putting their hands up for this one.
Homewares giant Ikea is on a global search to find a person who can do a bit of research for the company. It's a competition and it entails a free trip to Denmark to find out what makes the Danes happy.
Because apparently they are. Ikea says Denmark is found on the list of the world's happiest nation year after year.
Ikea wants to know where this happiness originates from, in particular, whether it is in the way the Danes live and interact with each other.
"We have decided to uncover if happiness lives in the homes of the Danes," says Lene Gaarde, country communication manager at IKEA Denmark. "It is difficult, however, for us to figure out since we, as Danes, are naturally blind to certain elements that characterise the everyday life in Danish homes. This is why we now invite a foreigner to Denmark to help us discover the key to the Danes' happiness in their homes."
Gaarde says Ikea knows that Danes have a strong emotional connection to their homes, which they perceive as a safe space for wellness and "hygge". A survey two years ago showed that nine out of 10 Danes said they feel peace and happiness when they think about their homes.
The winning "happiness hunter" will stay and live as a Dane for two weeks in September 2019. The winner will move into an average Danish home, receive an average Danish salary and pay the equivalent to an average Danish tax.
"If happiness arises from an average Danish life and home, our happiness hunter should experience that too," says Gaarde. "It is an anthropological task, but there's no need to be a researcher to be the candidate we're looking for. As long as you're equipped with a large dose of curiosity and have the courage to get involved in the investigation and share it with the rest of the world, you might just be the right person for the job."
During the two weeks' stay in Denmark, the happiness hero will to meet "completely ordinary" Danes who represent the Danish people's way of living. The winner will, among other things, going to invite the Danes for dinner in his/her temporary Danish home where the happiness hunter will also get the chance to meet lifestyle experts and futurologists as a part of the investigation.
It would help if you are good at blogging – the happiness hunter will share experiences while being followed by a camera crew.
We can guess the competition will be fierce, but if this sounds like you, here's a link to the enter the competition.