Week 34 – Health, wealth and happiness

Young people are feeling uncertain about their futures with less than a third feeling satisfied. By Doug Edmonds, managing director, 2CV

The well-being index remains unchanged from last week, registering at 37.

Whilst the overall figure suggests few changes in the country’s well-being, there are interesting fluctuations which marketers must take note of. Well-being across the generations varies significantly, with 16 to 34 year olds feeling the weight of the worries this week in contrast to 35 to 54 year olds, whose spirits are lifting. Marketers should take this into account and tailor campaigns to meet these fluctuating needs.

With 31% of young people questioned feeling satisfied in terms of well-being, perhaps uncertainty surrounding their future is triggering a shift in their mood. As the Government continues to implement tax changes on a weekly basis, in addition to the gloomy outlook forecast in the recent Bellwether report, the concern is understandable.

Recent reports claim that unemployment has dropped by 34,000 to 2.47 million. But despite this the younger generation is still feeling low as the latest Government taxes target graduates. The outlook is concerning, as this group is the least financially satisfied (19%) and just 38% questioned said they felt happy. Bad news for marketers who may have been hoping for younger consumers to have a brighter outlook during the summer months, making them more receptive to campaigns.

In contrast, morale amongst 35 to 54 year olds is on the rise this week, with 36% feeling content in terms of well-being. This indicates that perhaps the generation often carrying the “weight of the nation” on their shoulders is enjoying a period of respite. Whilst financial satisfaction is still relatively low (20%), the increase indicates financial stability is beginning to return, following the sharp drop last month.

Following several weeks of fluctuation in well-being amongst the sexes, figures indicate more stability this week. In particular, 44% of men questioned are feeling happy. Perhaps after the ups and downs of summer sporting events they are relaxing back into a normal routine, focusing on family, work, diet and exercise routines.

Here are the results by each demographic:

Young people
With further declines this week, the downbeat mood of last week still prevails over 16 to 34 year olds. As well-being dips to its lowest figure since Christmas week, in addition to declines in health and happiness levels, the outlook suggests they are feeling the majority of the nation’s strain this week.

Middle-aged band
A rise across all aspects suggests 35 to 54 year olds are enjoying a period of stability. Good news for marketers who will be looking for positive news, following the Bellwether report’s negative forecast across the marketing industry. They will be hoping to target the demographic with the most disposable income whilst they are in high spirits and easier to engage with.

Grey market
With few fluctuations this week, the outlook amongst 55 to 74 year olds appears stable. Interestingly, they are the happiest (54%), most financially stable (30%) and feel the healthiest (45%), suggesting that the older generation feel less affected by the day to day worries that are weighing heavily on other demographics.

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