Life 2.0: The optimisation economy

What We Did

Life is getting busier and more pressurised. In 2019 house51 partnered with ESI Media on the Life 2.0. project.

Inspired by the latest academic research on happiness and wellbeing, we created a film that explored the lives of ‘Optimisers’ – people who take responsibility for ‘designing their happiness’ and use the resources available to them (media, tech, products and services) to improve their experiences and buy back time.

Life 2.0 showed how brands can play a key role in helping people live life to the fullest. The project was launched on the Creative Brand Thinking Stage at The Festival of Marketing in October 2019.

Visit the Life 2.0 microsite here


Literature Review

Qualitative research


What our client said

Life 2.0 is a significant project for  us and house51 have been a true partner. They spent time with us to understand the heritage of the project and the outcomes we were looking to achieve which made for a great working relationship. 

Once launched, they have gone above and beyond to support our communication of the project to our wider network, adding relevance and validation to our work as we seek to change the ways brands think about this new and emerging audience.”

– Marketing and Insights Director