Under Empire, happiness is seen as a duty and unhappiness as a disorder. Marketing firms increasingly sell happy experiences instead of products: happiness is a relaxing vacation on the beach, an intense night at the bar, a satisfying drink on a hot day, or the contentment and security of retirement. As consumers, we are encouraged to become connoisseurs and customizers, with an ever more refined sense of the kinds of consumption that make us happy. As workers, we are expected to find happiness in our job. Neoliberal capitalism encourages its subjects to base their lives on this search for happiness, promising pleasure, bliss, fulfillment, arousal, exhilaration, or contentment, depending on your tastes and proclivities (and your budget).

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The search for happiness doesn’t just come through consumption. Empire also sells the rejection of upward mobility and consumerism as another form of placid containment: the individual realizes that what really makes one happy is a life in a small town where everyone knows your name, or a humble nuclear family, or kinky polyamory, or travel, or witty banter, or cooking fancy food, or awesome dance parties. The point is not that these activities are wrong or bad. Many people use food, dance, sex, intimacy, and travel in ways intertwined with transformative struggles and bonds. But Empire empties these and other activities of their transformative potential, inviting us to shape our lives in pursuit of happiness as the ultimate goal of life.

— Joyful Militancy: Building Thriving Resistance in Toxic Times by Nick Montgomery, Carla Bergman (Page 38)