Why Happiness In Ads?

1. Switzerland (Total Score 72.15) is home to the happiest people in the world, according to a new CEOWORLD magazine lifestyle survey. It was followed by 
Finland (No. 2); 
Iceland (No. 3); 
Netherlands (No. 4); and 
Canada (No. 5). 

2. Norway, (No. 6);
Denmark, (No. 7);
Ireland, (No. 8);
Germany (No. 9); and 
Belgium (No. 10, Total Score 57.38) fill slots 6 through 10. 

3. Nine of the top 10 happiest countries in the world are in EUROPE.

Why ? Read on.

Why do so many brands choose to evoke happiness in ads?

Since the dawn of advertising, brands have sought to evoke happiness in ads to help them to persuade people to buy certain goods and services.

Set during the boom of the ad industry in the 1960s, Don Draper famously said “advertising is based on one thing – happiness”. According to the analysis of our emotional data sets, this statement still rings true today.

“Happiness is not something ready made. It comes from your own actions.” – Dalai Lama XIV

Making the world a happier place

In 2017, Max Roser, Economist at the University of Oxford stated that “the world has more reasons to be happier than ever before. In almost every way: poverty, literacy, health, freedom, and education are improving”. This trend is reflected in the world of advertising, as our research shows that last year, the percentage of companies evoking happiness in ads rose from 7% to 12%. This trend looks set to continue as we carry on into 2019.

Rank, COUNTRY, SCORE

11	United Kingdom	56.31
12	New Zealand	56.29
13	Sweden	56.2
14	Australia	55.98
15	Israel	55.89
16	Austria	55.73
17	Luxembourg	55.46
18	United Arab Emirates	55.37
19	Czech Republic	55.31
20	Malta	55.19
21	United States	54.95
22	France	54.92
23	Costa Rica	54.69
24	Mexico	54.63
25	India	53.99
26	Taiwan	53.74
27	Panama	53.59
28	Brazil	53.55
29	Argentina	53.41
30	Guatemala	53.28
31	Uruguay	53.25
32	Qatar	53.13
33	Saudi Arabia	53
34	Singapore	52.83
35	Malaysia	52.52
36	Spain	52.5
37	Colombia	52.4
38	Trinidad and Tobago	52.35
39	Slovakia	52.24
40	El Salvador	51.85
41	Nicaragua	51.8
42	Poland	51.7
43	Bahrain	51.61
44	Uzbekistan	51.41
45	Kuwait	51.34
46	Thailand	50.88
47	Italy	50.73
48	Ecuador	50.59
49	Belize	50.39
50	Lithuania	50.28
51	Slovenia	50.13
52	Romania	50.04

Showing 1 to 52 of 155 entries.

4. The unhappiest country on the list?

At the other end of the rankings, Burundi finished as the unhappiest country in the world for 2020. The bottom five were rounded out by the Central African Republic, South Sudan, Tanzania, and Yemen.

5. Here are 19 few reasons why the Swiss are feeling smug - and a few reasons why they shouldn't be.

1. They're rich

Depending on whose estimates you trust, Switzerland comes 8th or 9th in the world rankings when it comes to GDP per capita - around $58,000. In the UK, GDP per capita is just under $40,000.

2. They live longer

Until the ripeboring6f 82.8, on average, putting it 10th on that particular table. Britain is down in 28th.

3. The chocolate

Research has shown that chocolate causes the brain to release dopamine - and no-one does chocolate quite like the Swiss.

4. But they aren't fat

Despite all that Lindt within arm's reach, Switzerland has one of the lowest obesity rates in Europe (around nine per cent), on a par with Sweden, France, Italy and the Netherlands, and well behind Britain, where around a quarter of adults are considered obese.

5. They've got the coolest sportsman in the world

Coolest man with a racket

Fabian Cancellara is a bit of legend too...

Coolest man on two wheels (Photo: Getty)

6. They don't take sides

Switzerland has not been involved in a war since 1847, and doesn't spend billions of pounds on the military.

7. They're multilingual

Most Swiss will understand German (both Swiss German and Standard German), French and English, and possibly Italian. Many in Britain struggle just with English.

8. The working hours

They work 35.2 hours a week, on average, according to the Organisation of Economic Co-operation and Development (OECD). That compares with 36.4 hours in Britain, 38 in Spain, 42.1 in Greece and 48.9 in Turkey.

9. The scenery

How's the serenity? (Photo: Alamy)

And the skiing and the mountain air.

10. The healthcare

Switzerland is renowned for its healthcare system, Santésuisse, with appointment waiting times among the lowest in the world. It's no wonder the International Red Cross is based in Geneva.

11. They're smart

Ignorance, it seems, might not be bliss. Switzerland has produced 25 Nobel laureates out of a population of around eight million. That's more per capita than any country except Luxembourg, Saint Lucia and the Faroe Islands (which have five between them). Albert Einstein, though born in Germany, studied in Zurich and also developed the theory of relativity while living in Bern. And they also seem to understand what's going on inside the Large Hadron Collider.

Einstein studied in Switzerland (Photo: Getty)

12. Ursula Andress

The original Bond girl is Swiss (Photo: Alamy)

13. It's very democratic

Switzerland is widely considered the closest any nation has come to a direct democracy. Ordinary citizens can propose constitutional changes, referendums can be requested on any new law, and its 26 cantons enjoy a good deal of autonomy.

14. The lakes

Cities are often situated besides lakes. Working by the water is sure to ease your stress levels.

Lausanne (Photo: Alamy)

15. Scenic trains

Fewer modes of transport are more relaxing than a rail journey. Even better when it's one of its epic routes, like the Glacier or Bernina expresses.

The Bernina Express (Photo: Alamy)

16. Cheese

They've got nutty emmental, a scratch -and-sniff gruyere museum and fondue.

17. Its cities are among the world's most "liveable"

Zurich came second in Mercer's 2015 Quality of Living survey, while Geneva came 8th and Bern 13th. London was the top UK city - at 40th.

18. They're always on time

OK, we're roaming deep into cliché territory now.

The Swiss dominate the watch world (Photo: AP/Fotolia)

19. And finally... the flag's a big plus

Get it? (Photo: AP/Fotolia)

And four reasons it's not so great

1. Too many rules

The fact that Swiss parents must choose from an approved list of baby names kind of illustrates the point. It is also illegal to flush the toilet after 10pm.

2. The wealth gap

It might be a wealthy, but there is a considerable gap between the richest and poorest – the top 20 per cent of the population earn close to five times as much as the bottom 20 per cent.

3. There's conscription

Despite not fighting any wars, Switzerland has mandatory military service for all able-bodied males. I suppose they've got to put all those army knives to use.

4. It's boring

A common complaint, but one that has substance. Switzerland will never be known for its nightlife, bohemian culture or comedians.

Go forth. Make changes.

Shift what you say and how you say it, and reap the rewards.

A word of caution. Don’t make too many changes all at once. Try adding a new approach or two in your next few national conversations. When they become second nature, drop in another and then another until you’ve mastered all mistakes … and watch your 2020 happiness numbers rise.