Health, wealth and happiness: Week 16

The change of season has resulted in a rise in well-being scores. Marketers should take advantage of this new wave of inspiration, argues Doug Edmonds, managing director at research agency, 2CV.

Doug Edmonds
Doug Edmonds

This week’s well-being increases by 2 points registering at 41 and breaking away from its recent plateau as the nation’s well-being is on the rise with a spring in its step.

After its dramatic peak and fall a few weeks ago, this slight increase perhaps marks the start of improved well-being across the nation as Spring starts to feel like a reality. With young people and women driving overall well-being upwards, it appears that the improved weather conditions have provided some consumers with a dose of inspiration.

Whilst men’s well-being remains stable, again registering at 37, their health levels have dropped significantly. Falling 13 points from 50%, just 37% of respondents are content with their fitness. Rather than participating in sports at the weekend, overindulgence on the sofa or in the pub watching the Six Nations Championship instead, might be the reason.

Despite pay day, it appears renewed fears that the economy could drop back into recession – the so called double dip – has slightly dented respondents contentment with their finances. At an overall level it remains relatively static, however, the 35-54 year olds report a 10 point slip from 32% to 22% indicating that they are the age group most concerned about their savings and investments. Interestingly, the older generation buck the trend, reporting a 7 point increase (38%) and making them once again the most affluent group for marketers to target.

Following last week’s variations in happiness amongst the sexes, it now remains stable registering at 46% for men and 48% for women. The middle-aged group reports a negative change, dropping 6 points and happiness amongst 55-74 year olds is boosted by 6 points with over half (54%) in good spirits. Here are the results by each demographic:

Young People
The highest contentment levels can be seen in the 16 – 34 year old category, increasing by 10 points from 39% to 49%. Happiness and health levels increase slightly, registering at 49% and 55% respectively. With over half of these respondents feeling in shape, the improved weather and lighter evenings are helping to keep fitness regimes on course. Wealth levels remain relatively stable, dropping just 2 points to 23%.

Middle-aged band
Despite well-being remaining static for 35-54 year olds at 32%, health, wealth and happiness all take a negative slide. Health and happiness levels drop by 6 points each to 38%. Perhaps the economic uncertainty, coupled with the first fall in house prices for ten months, is taking its toll.

Grey Market
Well-being remains static amongst the older generation at 40% in spite of contentment with health remaining in the steady decline since the start of the year, this week registering at 34%. Happiness and wealth levels counteract this, making them the happiest and wealthiest age-groups.


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