Health, wealth and happiness: week 14

A post-Valentine’s slump is affecting the mood of women, reports Doug Edmonds, managing director of 2CV.

Doug Edmonds
Doug Edmonds

The 2CV Well-Being Index decreases by 8 points this week, registering at 39.

Following last week’s peak in overall well-being for men and women across all ages (47%), this dip puts contentment with well-being in line with previous weeks. This lull is driven by men reporting a decrease of 8 points along with people over the age of 35 also showing a decrease in well-being. In particular, the 55-74 age group see a massive drop of 16 points.

Happiness appears to be the main influencing factor on well-being this week, with notable changes across all ages and sexes. Women’s happiness decreases by 12 points with just 40% reporting contentment. As romantic gestures swept the nation with Valentine’s Day being a major event in marketers’ diaries, the slump can be attributed to feelings not running as high now the anticipation is over. In contrast, men and 16-34 year olds report a moderate uplift, 6 and 8 points respectively, suggesting that perhaps these groups experienced the positive effects of the romantic period more than others.

There are no significant changes in satisfaction with health levels, with men and the younger generation reporting a moderate uplift. More than half (51%) of men are happy with their state of health. Jumping 11 points, 60% of young people are also content with their health, reflecting that perhaps both men and 16-34 year olds have the attitude that a healthy body equals a healthy state of mind. Looking at wealth, women and the middle-age group report a slight decrease in contentment with their financial situation. This is not surprising as they reach the half way point in the pay day cycle. Here are the results by each demographic group:

Young People
Health is at its highest level this year so far for 16-34 year olds and happiness is also on the up. As daylight hours noticeably increase this age group appear to be in a relatively optimistic mood, with just under a half (49%) feeling positive. Interestingly, despite well-being dropping for all other age groups, the younger generation’s well-being remained static. As spring nears and festival line-ups are announced, this upbeat mood should be one that marketers capitalise on.

Middle-aged band
Wealth and happiness levels have slightly dipped this week, falling 11 and 10 points respectively. Contentment with finances is at its lowest levels since the Index began – just 15% of those questioned are satisfied with their financial situation. Perhaps the forecasts that 2010 is going to a difficult year for savers are starting to become a reality. Health levels remain relatively static at 42%.

Grey Market
Happiness levels of 55-74 year olds have slumped to their lowest yet, registering at 44. Perhaps the uncertain political climate is starting to take its toll as election campaigns step up. However, it’s worth bearing in mind that they are still only 5 points behind the younger generation and, as the most satisfied with their finances (36%), an affluent audience for marketers to target. Health levels remain fairly stable at 37%.


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