‘Forced Joy': The New Corporate Mandate Of Employees Gone Too Far?

Forbes

03-04-2025

Some big businesses are peddling "forced joy," mandating that employees put on a happy face even if ... More they're not feeling it.
First it was return-to-office (RTO) mandates, forcing the American workforce out of remote working and back into the office, causing a huge back lash, especially among younger workers. Now, there's a new movement afoot called 'forced joy"--acting 'as if' on steroids, smile or else, if you will--a simple, yet powerful tool that says you can lift your mood by acting as if you already feel better than you actually do.
According to Beth Kowitt, Bloomberg opinion columnist, 'forced joy' is a new job requirement that Starbucks Corp. is imposing on their baristas. She adds that as other corporations end their remote work policies, 'they want butts back in seats--and they want employees to be happy about it.' She calls 'forced joy' a miserable corporate trend at companies like Starbucks and Tiffany where fun has become a job requirement.
Kowitt raises a larger question of why corporate America feels the need to force anything upon employees in today's job market--given that the American workforce is so disengaged. It's one thing to mandate workers back into the office. But mandating specific feelings is quite another, treating employees like robots, expecting them to manufacture feelings on cue while selling products.
I asked Dr. Jason Helfrich, co-founder of 100% Chiropractic, to identify some of the signs of 'forced joy' in the workplace. "Any savvy consumer can tell sincere joy and appreciation from forced," he told me. 'The tell-tale signs are insincere smiles and laughter, work attitude doesn't match (i.e. name on a cup with a heart and then slams down the pen). The message is not consistent, one consumer may get a smile while the next three do not and finally the way the employee treats their coworkers does not match up with the forced smile and gratitude they show to customers. '
Helfrich points out that his organization tries their best to provide a culture where "forced joy" isn't needed, but we all have those days . . . put on a smile, turn up the music and watch that mood turn around. I asked Helfrich about 'forced joy's' purpose, and he explains it as twofold. "The owner or manager wishes to create an environment conducive to first class service and experience for their customer. Or the owner or manager strives to provide an enjoyable work environment leading to happier and more productive employees.'
By nature, joy is drawn, not driven. I asked Helfrich how employees can handle 'forced joy' when it's dictated from top down. He explains first of all, it's important to understand the purpose is to create an environment that promotes business and financial success, leading to job security, promotions and competitive pay for employees. 'Sometimes the 'fake it till you make it' mentality works and often changes one's mood by simply smiling or saying something nice to a customer.'
And he's right. I have written for Forbes.com about the research on how a simple smile tricks your mind into a positive workday mood. Smiling can change your attitude, even if you don't mean it, tricking your mind simply by how you move your facial muscles. When you smile, you feel good not just because it reflects how you feel, but the facial expression contributes to how you feel.
Neuroscience shows when we 'force joy,' it stimulates the amygdala—the emotional brain center, which in turn releases neurotransmitters to encourage an emotionally positive state. Although there's a science behind 'forced smiling,' it's doubtful that it's part of corporate America's rationale. The major difference is that the 'forced smiling' is an authentic technique that draws from within, not coerced from an outside force.
Kowitt points out that the 'forced joy' directive comes from CEO Brian Niccol. She asserts that the underlying message to employees is this: 'It's not enough to manufacture a product for customers; they must also manufacture a feeling. And if Niccol can't motivate workers to do so organically, he'll decree it by edict.'
And that's the bigger issue. The American workforce is tired of decrees and edicts that resurrect dinosaur leadership practices that we already know don't work. The old fashioned hatchet-boss leadership style destroys employee engagement and the company's bottom line. Younger employees are unwilling to crouch behind the potted plant in the corner or pay the price of coercion, humiliation or burnout from iron-fisted leadership to climb the career ladder.
'The power of making someone's day is often overlooked,' Helfrich says. 'You may be the best part of someone's day. Take the responsibility seriously, one smile can change someone's day, and in turn they treat everyone in their life a little bit differently. Some research suggests the average person passes 1,000 people per day. Imagine the impact you can have by showing a smile.'
We all want to put our best foot forward in our jobs. But workers want authentic joy in supportive work environments where empathy, inclusion and compassion are expressed--not mandated--by leaders. According to Kowitt, 'In the age of forced joy, employers are requiring positivity and passion because workers aren't voluntarily producing a whole lot of either right now.'
Bringing joy back to the workplace is critical, especially with RTO mandates, massive layoffs, 'boreout syndrome" sweeping the country and 50% of workers 18-34 feeling burnt out.
Vickie Chen, CEO and co-founder of the mobile gaming company Avia, believes authentic strategies bring joy to the workplace. Her company placed two foster cats in its office, and employees collaborate to take care of them. More than 75% of Avia's employees believe the office cats have strengthened team cohesion, and the animals have become like mascots in the office.
Paycom, a leading HR tech software and payroll provider, has created an employee campus that more closely resembles a college campus than a corporate office. The company has created spaces where people go to relax, work away from their desk or even take time for themselves. Also included are a fitness center, a courtyard with fountains, cafes, zen rooms and sound-proofed privacy booths.
When steps are available that draw authentic joy, it's begs the question why companies need to demand or manufacture 'forced joy' when they can have the real thing. Plus, it's more effective for employees, customers and company profitability .