Are The Kids Alright?
Wednesday, March 20th was World Happiness Day. The results of University of Oxford’s 2024 World Happiness Report were shared, and headlines written. Canada ranked 15th happiest out of the 143 countries studied with a score of 6.9, and the U.S. ranked 23rd with a score of 6.7. Both were behind the Nordic countries with scores ranging from 7.3 - 7.7, as well as countries such as Switzerland and the Netherlands. But with these countries benefiting from weeks and weeks of available vacation time, and university tuition that you aren’t still paying off into your 30s, it’s a ranking most of us can probably accept. Let’s raise a glass to celebrate!
However, once you get past the headlines and start reading the details of the report, things start to become concerning. This is the first time the U.S. has fallen out of the top 20 since the study was first published in 2012. We’ve experienced a greater drop in happiness than 84% of the other countries studied, driven primarily by a large drop in the wellbeing of those under 30.
When broken out by age groups, the rankings for those under 30 plummets to 58th for Canada, and 62nd for the U.S. These rankings are lower than Uzbekistan, Nicaragua and Honduras. You read that correctly. Behind these developing nations. Millennials in Canada and the U.S. are less happy than those in Uzbekistan, Nicaragua and Honduras.
Conversely, both Canada and the U.S. rank in the top 10 for the 60+ segment of the population at 8th and 10th with scores of 7.34 and 7.26 respectively. This is the opposite of what was seen on a global basis with happiness typically declining with age. Notable exceptions are Australia and New Zealand who are seeing similar trends to us and Europe which is seeing a consistent level of happiness across age groups.
Why is there such a huge gap in happiness between these age groups? As marketers, we need to understand what is driving this and what we need to be aware of when communicating with an under 30 audience.
Mind The Gap
Talking specifically about Canadians and Americans, not only are Millennials less happy than their older cohorts, but their happiness drops as they age. They are becoming increasingly unhappy. However Boomers are headed in the opposite direction, their satisfaction is increasing year over year. What is going on?
Assuming the basic necessities of life are taken care of, most Boomers aren’t worrying about work / life balance. Typically they no longer have family obligations and so have more freedom when making decisions. This freedom is one of the contributors to the happiness gap. Also, as people age, they tend to remember and focus more on the positive than the negative. This also gives them an overall feeling of happiness as they choose to focus on the positive experiences they’ve had rather than dwell on the negatives.
Perceptions of social support, having friends or relatives there to help in a time of need, loneliness and social interactions all play a part in happiness. Canada and the US saw the highest scores globally for social support which encompasses things like helping strangers, making donations and volunteering. However we were one of the only regions where Boomers rated higher than Millennials. Millennials rated significantly higher levels of social interactions than Boomers, yet despite this experienced twice as much loneliness. This sense of community - or lack thereof, was a second and more impactful contributor to the happiness gap.
Emotions also play a part in this gap. Positive emotions are being felt less frequently than in past studies with similar experiences by both groups. However, negative emotions are experienced more frequently than they have been in the past, and significantly more so by those under 30, leading to a net effect of feeling less happy.
But what is the biggest influence on happiness? Personal well-being. While the definition is specific to each person, it could include education, health care, social acceptance, family and trust.
Millennials are not likely to find the same path to happiness that the Boomers followed. For most, the days of a house with a white picket fence are unattainable, and frankly unappealing. They will have to redefine happiness in their own way if they hope to truly achieve it.
In Support Of Well-Being
As marketers, better understanding the challenges faced by Millennials helps provide direction on how best to communicate with them in a manner that resonates.
Can I trust you?
The key to building trust is to be transparent and authentic. Lego is a great example of a brand that believes in being transparent. Their brand values are on their website for everyone to see: Imagination, Creativity, Fun, Learning, Caring and Quality. They go even further sharing their Brand Framework and Promises - something rarely accessible to the public.
Who are you?
Being relatable & human centric creates a sense of community and belonging. It can also help increase social acceptance of behaviors and beliefs that may have been stigmatized in the past. Celebrity endorsements are one way to do this. Chanel has been an early champion of inclusivity and self-expression as demonstrated through their early adoption of makeup for men. Using Timothée Chalamet, known for challenging gender norms, as the face of Bleu, its men’s fragrance, was a way to put a face to the evolving concept of masculinity in the cosmetics industry.
A brand can also be humanized through influencers who are authentic and relatable. As well as being a co-founder, Kim Kardashian is also the face of SKIMS, technically constructed shapewear. Her massive following on Instagram allows her to promote the brand and its products, while her status in the fashion industry brings immediate credibility. Kim’s focus on body positivity aligns with SKIMS core values of diversity, inclusivity, and innovation.
Will you be there for me?
What better way to help build a community, than to challenge a taboo? Fewer topics are considered to be more taboo to discuss than menstruation. Collaborating with Amy Schumer, Tampax brought attention to the lack of knowledge around periods and tampons. Leveraging humor, their #TimeToTampax campaign was able to provide education around these topics, striving to make the tampon-using experience more positive.
Do you really care about me?
The health of our planet has a direct impact on our physical and mental health. Most companies have some type of environmental policy, but often it’s just the minimum required to meet government regulations. Patagonia is an example of a company that is true to its words.They are upfront and honest about the negative impact that their company has on the environment, from supply chain, to manufacturing, even employee travel. True to their corporate mission “We’re in business to save our home planet”, they know that purchasing carbon offsets doesn’t erase the footprint they create. So in addition to setting concrete and specific direction on how they plan to change to reduce their impact on the earth, the owner transferred Pagonia’s ownership to a trust where all profits will be used to combat climate change and protect undeveloped land.
What Will The Future Hold?
The curiosity of youth is ever evolving as they seek to understand more, looking at alternative answers and opinions. Through social media they have a platform to share this knowledge and hear other perspectives. They seek the opportunities to relish the little things in life and share their stories. Harnessing this curiosity could be the path to help this generation find their version of the white picket fence.
Is the definition of happiness changing? How do you define happiness? We’d love to hear your thoughts.
Sources:
World Happiness Report 2024. University of Oxford: Wellbeing Research Centre
https://happiness-report.s3.amazonaws.com/2024/WHR+24.pdf