What makes us happy? Life satisfaction and the drivers of happiness.

According to Ipsos’ 2023 annual Happiness survey, 73% of adults describe themselves as happy – up six points from a year ago. However, the lift is almost entirely driven by emerging countries.

In the United States, Canada and other advanced economies, a long-term decline in happiness levels has not been stemmed as concern about the future of relationships prevails. Gen Zers are especially likely to have recently experienced a difficult personal situation they could not resolve by themselves, yet also to lack a support network to help them in case of need. Ipsos analyzed data from more than 22,000 people across 32 countries about their satisfaction with 30 different aspects of their life, to identify the key drivers of happiness. Those who are most likely to be happy feel that their life is meaningful, they are in control of their life, they are valued, their mental health is good, and/or they are satisfied with their material conditions.

Listen in as Ipsos’ Nicolas Boyon and Sean Simpson share and contextualize insights from our latest survey, with a focus on what makes people tick – and opportunities for brands to connect meaningfully with consumers. Topics covered include:

• Where are people happiest?
• What are the global trends in life satisfaction?
• Who can, and cannot, rely on a support system in case of need?
• What aspects of their life are people most and least satisfied with?
• What could make them happier?