World Happiness Report - Key Findings
The recently published 2021 World Happiness Report captures consumer sentiment in one of the most mentally trying years in modern times.
We’ve highlighted key findings from the survey below.
Happiness in Focus
The pressures and worries of the Covid-19 pandemic have impacted ‘life satisfaction’ – one of the metrics used in the World Happiness Report. For example, in the UK, overall life satisfaction (graded from worst to best: 0-10) fell from 7.16 in 2019 to 6.80 in 2020 – a decline of “statistical significance.”
Encouraging Positive Mindsets
The study found that positive psychological characteristics, such as gratitude and resilience, helped protect consumer mental wellbeing during the pandemic. In addition, negative language and sentiments on social media have the opposite effect – detrimentally impacting scrollers’ mental health. Brands, therefore, have the responsibility to cultivate a positive online presence for the benefit of fan wellbeing.
All Together Now
Unsurprisingly, consumers with connection to friends, family and loved ones during the pandemic reported higher life satisfaction. This finding reinforces the importance of social interaction to mental wellbeing. When cultivating communities, voice communication is found to produce stronger social connection – explaining the rise and rise of social audio platforms such as Clubhouse.
Giving Back Gives Back
Consumers looking to boost wellbeing should also consider prosocial and altruistic activities. The report found that both volunteering and charitable payments have beneficial impacts on happiness.
You can read our thoughts and ideas on the future of wellbeing centres here.
Image: Our visualisation of the future of wellbeing centres
Credits: 2021 World Happiness Report & Stylus