Many people nowadays suffer from poor social health, including loneliness, social isolation, and disconnection. This is especially the case for older people, who often find it hard to reach out or ask for help because of their pride. We come up with the idea of the happy-to-chat badges. By wearing a “happy to chat” badge on their clothes, bags or even hats, people can send out clear signals to others that they are happy to be greeted, approached and have a chat when they are out and about, whether these are during their shopping trips, walks in the parks or queuing at the bus stops. View on YouTube Please accept all cookies to view this content. Alternatively view the content on YouTube Extending previous happy-to-chat schemes, such as the happy-to-chat benches and the happy-to-chat cafes, happy-to-chat badges add mobility and flexibility. Happy-to-chat badges are not confined to any fixed locations or time-limited. It can be worn by anyone, anywhere and at any time. Using the nudge theory, happy to chat badges are a simple way to encourage micro conversations between and amongst people, promoting societal connections. Although older people are our primary stakeholders, happy-to-chat badges can benefit everyone in society. By having more people wearing the happy-to-chat badges and supporting the movement, happy-to-chat will generate a new societal culture change, where connecting and socialising is made easier for all. Preliminary data collected from 30 older people (age 50+) from Brunel Older People Reference Group (BROG), revealed very positive attitudes about wearing the happy-to-chat badges. 70% of participants point out they would like to participate and would be happy to wear the happy-to-chat badges during shopping, on public transportation and when participating in clubs. happytochat.uk Our research project website Want to participate? Get in touch and grab a pack Downloadable posters Helpline leaflet Asian boy Helpline leaflet Indian girl Helpline leaflet older woman Helpline leaflet older man Helpline leaflet Caucasian boy Helpline leaflet Caucasian girl Helpline leaflet Black girl Helpline leaflet Muslim girl Meet the Principal Investigator(s) for the project Dorothy Yen - Professor Dorothy A. Yen is a Professor of Marketing. As Deputy Dean of Brunel Business School at Brunel University London, I lead the School’s internationalisation and student recruitment strategies. My academic work is grounded in a consumer-centric social marketing approach, through which I explore key issues in marketing, branding, and tourism. My research focuses on how culture shapes human behaviour across both B2B and B2C contexts. I am particularly interested in cross-cultural business relationships, with a focus on how culture-specific factors influence collaboration, trust, and relationship dynamics. I apply these insights to understand consumer behaviour among various groups, including visitors, migrants, sojourners, older adults, and businesses. My proposal to brand Wales as the “land of dragons and legends” gained national attention and sparked public debate, following my appearance before the Welsh Affairs Committee and an interview with BBC Radio Wales. I also lead the Happy to Chat initiative—now established as a charity—which promotes social connection within communities and wider society. The project seeks to reduce loneliness and social isolation by encouraging open conversations and meaningful interactions in public spaces. Office Hours: Wednesdays, 2:00–4:00 PM. Appointments outside these hours can also be arranged by email, either on campus or via Microsoft Teams. Related Research Group(s) Human Geography - Aims to develop and consolidate interdisciplinary research around space, place and society at Brunel. We provide a forum for engagement with geographical research, for sharing and receiving feedback on writing and developing new collaborations nationally and internationally. Partnering with confidence Organisations interested in our research can partner with us with confidence backed by an external and independent benchmark: The Knowledge Exchange Framework. Read more. Project last modified 12/10/2023