The global happiness curve is flattening for Gen Z
Photography by CottonBro, Russia

The global happiness curve is flattening for Gen Z

The long-established U-shaped happiness curve – high in youth, dipping in midlife and rising again in old age – appears to be flattening.

Global – The long-established U-shaped happiness curve – high in youth, dipping in midlife, and rising again in old age – appears to be flattening.

According to the first wave of the Global Flourishing Study, a collaboration between Harvard, Baylor University and Gallup surveying more than 200,000 people in 22 countries, young adults are experiencing lower levels of life satisfaction earlier than previous generations.

Using Harvard’s Flourishing Measure, which assesses happiness, health, meaning, character and relationships, researchers found that wellbeing now remains flat until around age 50.

The gap is most pronounced in the US, where mental health concerns among Gen Z are surging, but also true across several other countries, including the UK and Australia. On average, adults aged 18 to 29 reported being unhappy and grappling with poor mental and physical health, self-esteem, finding meaning in life, quality of relationships and financial insecurities (source: MSN)

The findings reflect insights shared in our Gen Z Now and Next report, which detailed how, despite having better language, tools and understanding of their mental health, many young people feel anxious, depressed and disillusioned about their future.

Photography by CottonBro, Russia

Strategic opportunity

Design activations and campaigns that nurture Gen Z’s emotional resilience, peer connection and personal agency – positioning your brand as a facilitator of happiness in a culture where youth wellbeing is rapidly declining

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