COMMERCIALISATION OF HYGGE

The first World Happiness Report was published in April 2012. Nordic countries regularly come out top, which always generates an increased interest in the mindset and reasons believed to be behind their high score. The word ‘hygge’ is most often used to describe it and in English it translates as cosy and content but it is in fact so much more, as it offers the all important stepping stone towards a more balanced, authentic, and fulfilled life.

Several books and articles have, in recent years, attempted to decode this cultural phenomenon but most have fallen short as Hygge increasingly has become commercialised and sold as a product, rather than the mindset and state of being that at its core counteracts consumerism itself.

What is Hygge?
Hygge exists throughout all Nordic countries, yet its complex meaning is hard to sum up, even for the people who live there. It’s highly subjective yet an integrated part of their cultural identity and something that has evolved over decades as people have developed strategies to cope with the dark winters, inhospitable surroundings and life’s uncertainties.

Most people associate Hygge with cosiness but that is only a physical description and although our environment is important to how we feel, Hygge is more a state of mind that can’t be bought, found or styled for a photo. Yet the market for Hygge candles, socks and even Hygge whisky is steadily growing.

Why should we care?
True Hygge is very much about communicating and listening with your heart. Not only to your surroundings and yourself but also to the people around you.

Although a Danish concept, the power of Hygge as an important way to live a happy and balanced life has been known and practiced by many cultures around the world. But in our fast-paced commercial world these ancient principles are now rapidly disappearing and our consumerist approach to life means that they are becoming distorted. Unfortunately, this is happening at a time when we all need Hygge more than ever, not only to find true inner joy but also as a way to protect and engage with nature and the world around us.

Holistic Hygge
Hygge invites us to go within, whether in our own homes, or together with friends and family, to explore what truly matters to us. It draws our attention to the moment, the here and now, and reminds us to be grateful for what we have – not in excess but just enough to be comfortable and content. Hygge asks us to step out of the belief that ‘more is more’ and that we need certain material things in order to be happy. All we need is to notice what truly matters in the moment and then embrace it.

The winter months are the time of year when Hygge really comes into its own, because it’s easier to find things to be grateful for when it’s cold and rainy outside and you’re warm and cosy inside.

Nature is a big part of Hygge because it reminds us that we’re not separate from the earth, but a vital part of it. We may need to take shelter from the elements during a winter storm, but the happiness and Hygge that this can bring actually turns the experience into a positive. In Scandinavia there’s a saying that ‘there is no such thing as bad weather, only wrong clothing’. This reminds people that it’s all about making the most of any given opportunity and that it’s about seeing the possibilities instead of the limitations if we want to live a fuller and happier life.

Setting the scene
In a world where visual content is key, many people think that Hygge is a certain look, which it’s not. But our surroundings do have a big impact on how we feel, so it’s all about striking the right balance between making the most of, and being grateful for, what you have here and now.

Being stuck in a tent during a thunderstorm can be the ultimate Hygge, whereas sitting alone in a luxury penthouse can be the complete opposite if it makes you feel empty and lonely. No product can give you a feeling of happiness and Hygge, but it can help you to set the scene for it and remind yourself that it’s how you respond to your surroundings as well as the people around you, that makes all the difference.

3 EASY WAYS TO CREATE A MORE AUTHENTIC HYGGE:

No screens during meal times.
Whether you eat alone or with family and friends. Make the most of the food, company and conversations by being fully present.

Make it yourself.
The art of creating something is Hygge as long as you’re enjoying the process. Whether it’s a home cooked meal or a knitting project. Lose yourself in the moment and enjoy sharing the outcome.

Connect with nature.
Whether in a park, forest or on a beach, nature can give your body and mind a much-needed reset. Pay attention to everything around you and you’ll be amazed by the calming beauty, which you can also invite inside. Plants and natural materials such as wood can help calm your nervous system because they tend to absorb sound and give a more pleasant home environment.

 

ABOUT THE AUTHOR:
Dorte Johansen is a Danish transformation and mind-set mentor specialising in Nordic Traditions such as Hygge. She is passionate about the environment, good food, and sustainable living, and has lived and worked all over the globe before moving to the UK with her English husband in 2004.

Focusing on environmental and lifestyle issues, she has worked for the BBC, CNN as well as local broadcasters, and has written for several magazines in both Denmark and the UK. In 2009 she transitioned to work with marketing and communications in a holistic healthcare setting and became involved with Harmony In Health in association with The College of Medicine and The Harmony Project as set out by the then HRH Prince Charles.

Dorte lives in Surrey, England, with her family and if she’s not busy creating healthy recipes, or tending her allotment (community garden), she can be found teaching seminars and workshops worldwide. Find out more at: dortejohansen.com