The Global State of Optimism
Author(s): Scott Douglas Jacobsen
Publication (Outlet/Website): The Good Men Project
Publication Date (yyyy/mm/dd): 2025/01/30 (Unpublished)
In 2023, LG Electronics launched a global survey to embody their “Life’s Good” philosophy centered on brave optimism. The survey revealed surprisingly high levels of optimism worldwide, countering prevalent pessimistic views. Utilizing these insights, LG initiated the “Optimism Your Feed” campaign on TikTok, collaborating with Professor Casey Fiesler to promote positive content through curated playlists that influence user feeds. Additionally, LG plans to integrate survey findings into future marketing and product innovations, emphasizing that optimism is a deliberate and active choice. Addressing Gen Z’s concerns, LG fosters informed optimism and aims to merge technology, optimism, and happiness through smart innovations and Affectionate Intelligence.
Scott Douglas Jacobsen: What inspired LG Electronics conduct a global survey on optimism?
LG Electronics: In 2023 LG wanted to tell the world what Life’s Good really meant. In LG’s eyes, Life’s Good means believing in the power of optimism. Not blind optimism, but brave optimism. Optimism that spurs you to want better from your life every day. But this isn’t just an empty brand gesture, it’s a real way of thinking at LG, and a fundamental belief of the company. With that in mind, LG wanted to understand better optimism around the world, which spurred the inaugural survey.
Jacobsen: What were the most surprising findings of the survey?
LG Electronics: The most surprising fact was that optimism levels around the world were, generally, high. It can often feel easy to feel pessimistic about the world and think the rest of the world must feel the same, but in actual fact people were positive and optimistic about their own futures and the world around them.
Jacobsen: How does LG plan to leverage the survey results to enhance consumer experiences if at all?
LG Electronics: In the journey to increase optimism, this is the launch point for LG to continue spreading optimism globally through immersive experiences and product usage. Our initial studies found that optimism was waning in the world. The results of this study have given us a number of insights into what gets in the way of people feeling more optimistic, and where it feels right to do so LG wants to help people feel more optimistic.
Jacobsen: Can you elaborate on the “Optimism your feed” campaign and the impact on social media users?
LG Electronics: Recognizing the intricate and often rigid nature of social media algorithms, LG collaborated with Professor Casey Fiesler, a luminary in social media research. Rather than attempting a direct overhaul of TikTok’s algorithm, the strategy was ingenious: ‘hack’ the existing system by signaling a preference for optimistic content. This subtle manipulation aimed to shift user feeds organically toward positivity.
LG introduced OYF, a revolutionary tool designed to perpetuate optimism within the digital landscape. This innovative campaign delivered a meticulously curated TikTok playlist teeming with positive, uplifting content.
Each interaction with the playlist—be it a view, like, share, or accumulated watch time—fed into the algorithm, incrementally tailoring users’ For You Playlist (FYPs) to reflect more hopeful and joyous content.
Jacobsen: How do entertainment and AI drive optimism among consumers
LG Electronics: Our survey found that over 50% of people surveyed were very, to extremely optimistic about AI in the future. This isn’t to say AI is driving their optimism, but that it is not a major barrier to them feeling optimistic.
Jacobsen: Given the findings about Gen Z’s concerns about optimism potentially being harmful, how does LG address these concerns? I only agree insofar as one defines this as sole narrow form of pollyannish stance on happiness. But who truly believes that?
LG Electronics: LG’s point of view on optimism believes that it is a brave choice to see the optimistic values when the world pushes pessimism. The choice aspect of this is the most important part, particularly with the reservations Gen Z might have. You are right in that a polyannish approach to life is foolhardy, but that isn’t the optimism LG believes in. LG’s belief in optimism is that it is a choice, and requires an understanding of what is going on in the world, and a willingness to do something about it. Optimism is a brave choice, and an active choice.
Jacobsen: How does LG plan to incorporate findings from this survey into future marketing or product innovation?
LG Electronics: We plan on using the findings of this survey as a launching pad for future campaigns. LG deeply believes in optimism, and this survey gives us many reasons people don’t feel optimistic. The trick is finding authentic places where LG can help.
Jacobsen: What are LG’s next steps in exploring the intersection of technology, optimism, and happiness?
LG Electronics: Everything LG does is in service of making people believe that ‘Life’s Good’. We’re constantly exploring how to make life better with intuitive, smart innovations. Our belief that AI should be more human is why it’s called Affectionate Intelligence at LG. And we’re excited to see how all these elements come together in the future.
Jacobsen: Thank you for the opportunity and your time.
Last updated May 3, 2025. These terms govern all In Sight Publishing content—past, present, and future—and supersede any prior notices. In Sight Publishing by Scott Douglas Jacobsen is licensed under a Creative Commons BY‑NC‑ND 4.0; © In Sight Publishing by Scott Douglas Jacobsen 2012–Present. All trademarks, performances, databases & branding are owned by their rights holders; no use without permission. Unauthorized copying, modification, framing or public communication is prohibited. External links are not endorsed. Cookies & tracking require consent, and data processing complies with PIPEDA & GDPR; no data from children < 13 (COPPA). Content meets WCAG 2.1 AA under the Accessible Canada Act & is preserved in open archival formats with backups. Excerpts & links require full credit & hyperlink; limited quoting under fair-dealing & fair-use. All content is informational; no liability for errors or omissions: Feedback welcome, and verified errors corrected promptly. For permissions or DMCA notices, email: scott.jacobsen2025@gmail.com. Site use is governed by BC laws; content is “as‑is,” liability limited, users indemnify us; moral, performers’ & database sui generis rights reserved.
In-Sight Publishing 