The business of happiness: UNF course connects marketing and mindfulness

In a society that places great value on individualism, competition and material possessions, a unique University of North Florida course is helping students slow down, disconnect from the "rat race" and discover what makes a meaningful and fulfilling life.  

The popular Happiness and Consumerism course, offered as both a general education and marketing elective, has become one of UNF's most popular marketing classes, consistently filling all 50 seats each semester. Inspired by a similar course at Yale University, the class was launched in 2023 by Dr. Courtney Azzari, marketing associate professor, after the COVID pandemic to address growing concerns about mental health, well-being and the role consumer culture plays in shaping people's lives. 

Students explore research on happiness while examining how marketing, media and consumer behavior influence individual well-being. The course challenges students to consider how everyday choices and consumption patterns affect mental health, while also preparing future marketing professionals to think more critically about the impact their work can have on society. By understanding the benefits and drawbacks of consumer culture, students gain a broader perspective on the ethical responsibilities of future marketers and business leaders.  

"The United States is one of the wealthiest and most developed societies in the world, yet rates of anxiety and depression remain remarkably high," said Azzari. "Students investigate factors contributing to those challenges, including excessive social media use, isolation, poor sleep habits and lack of physical activity, while learning evidence-based strategies for building happier and healthier lives."  

The course emphasizes hands-on experiences that encourage students to put well-being practices into action. Throughout the semester, students participate in field trips to explore nature-based immersion at UNF's Frederick and Ophelia Tate Ogier Gardens, practice mindfulness and meditation at the Carpenter Library's Virtual Learning Center, and to take part in a mindful movement wellness session.  

Students also learn about finding purpose in a career and balancing personal and professional wellness from business and community leaders at organizations including Feeding Northeast Florida and Simplified Wellness. 

Sydney Lee, a junior marketing major, said the course's guest speakers and focus on personal growth left a lasting impression, particularly a presentation by Walter Dunn, who shared his journey of overturning a wrongful conviction to becoming a national criminal justice speaker. 

"Hearing Mr. Dunn's story of perseverance through everything life threw at him was so inspiring," said Lee. "Even in my darkest days, I think back to his lecture and realize that if he was able to overcome, I can too." 

A key component of the course is helping students connect personal well-being and reflection with service and community engagement. Each student completes a volunteer project with a nonprofit organization of their choice and writes a reflection on the experience which considers how helping others contributes to happiness. Students also create personal vision boards, maintain a gratitude journal and write papers exploring topics such as the way consumer culture shapes important life moments. These assignments challenge students to identify whether the things that bring them happiness are tied to possessions and consumer purchases or to relationships, experiences and personal values.  

"Everyone wants to be happy, but this class actually gives you a set of skills to make mindfulness and happiness a priority," said Alexa Dudkiewicz, a senior public relations major.  

By the end of the semester, students leave with practical strategies for cultivating mindfulness, strengthening relationships and prioritizing well-being both in their personal and professional lives.