Health, wealth and happiness – week 35

A strong rise in morale amongst women show they are feeling happier, healthier and wealthier than their male counterparts. By Doug Edmonds, managing director, 2CV

Doug Edmonds
Doug Edmonds

The nation’s well-being is on the rise this week, registering at 41.

With a boost in overall well-being seen across all groups, perhaps the astoundingly good British summer weather can account for some of this positivity as the summer holiday season begins. Interestingly, while overall well-being among the male demographic increases this week to 35%, they register a decrease across all other aspects. They are the only group to indicate a decline in spirits.

There is a strong rise in morale amongst women this week, with 48% of those questioned feeling content in terms of overall well-being. Significant rises across all aspects means that women across the board are feeling healthier (55%), wealthier (31%) and happier (54%) than their male counterparts. This positive mood amongst the female consumer will be a vital insight for marketers, who will be hoping to take every opportunity to engage with happiest consumers during the summer season.

Financial stability, which rarely makes positive headlines in the well-being index, is on the up across all generations this week. This is being driven by the grey market, where 34% are feeling financially satisfied. Perhaps news that the majority of European banks have passed a stress test recently is behind this boost in economic confidence. Exactly 25% of those questioned in the 35 to 54 year old band are feeling financially stable, the highest figure for this group since May. But how long will this positive period last?

Here are the results by demographic:

Young people
Increases across all aspects suggest the younger generation are recovering from the low period of joblessness, uncertainty of new Government policies and sporting disappointments, identified in previous weeks. Whilst the uplift is relatively small, it indicates that stability amongst this group is returning. With 47% of 16 to 34 year olds questioned feeling satisfied with their health, this might indicate they are particularly receptive to a drive by brands encouraging improved health and fitness during the summer season.

Middle-aged band
For the second consecutive week, 35 to 54 year olds register an increase across all aspects. With 43% of those questioned feeling happy and further increases in their financial satisfaction (25%) this week, marketers will be hoping this uplift in morale remains for some time in order to take the opportunity to engage with this important and affluent demographic.

Grey Market
Further increases this week amongst the grey market show that 55 to 74 year olds are the wealthiest (34%) and happiest (59%) group in the nation. Marketers should bear this long term stability in mind when planning campaigns throughout the year. With 53% of those questioned feeling content in terms of overall well-being, the grey market should not be neglected from marketers’ focus.

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