Mumbai: Ipsos IndiaBus Happiness Monitor maps happiness quotient of Indians along the length and breadth of the country, across target groups, cohorts and demographics shows, largely Indians are a happy bunch. The torrid times notwithstanding, with extreme weather flare-ups and impact of rising cost of living, two in three Indians (65 per cent) claim to be happy in August 2024, though there has been a significant drop in happiness consecutively for two months: minus five per cent in Aug and previously of minus five per cent drop in July.
Citizens of the west zone (88 per cent), tier one (85 per cent), metros (74 per cent), the north zone (73 per cent), SEC A (72 per cent), tier 2 (70 per cent), high education (68 per cent), employed – part time/ full time (68 per cent), females (67 per cent), 18minus 30 years (67 per cent), full time parents/ homemakers (66 per cent), students/ pupils (65 per cent), 45 plus age group (65 per cent), SEC B (65 per cent), 31 minus 45 years (64 per cent), males (64 per cent), low education (64 per cent) were seen to be the happiest. Citizens in tier three (43 per cent), the east zone (44 per cent) and the south zone (46 per cent) reported lowest happiness levels.
Elucidating on the findings of the survey, group service line leader, public affairs, corporate reputation, ESG and CSR – Parijat Chakraborty said, “Prima facie, while there is a significant dip in happiness levels from July, let’s not miss the woods for the trees – majority of Indians are in a happy state of mind, though the monsoon has wreaked havoc and adversely impacted several regions of India. We also see blips of dip in happiness levels across demographics, but once again majority of our citizens polled claim to be happy. The tragic rape and murder of a young doctor in Kolkata and the unrest in Manipur has seen happiness levels drop by minus 21 per cent in the East zone. Natural calamities have impacted the southern region and the lower strata of society. On the other hand happiness has surged for the metros, tier1 cities and the west zone.”
Biggest contributors to happiness
The survey further delved deeper to understand some of the areas that added most to happiness. Though we see dip around all of them compared to the previous month, but their contribution to happiness was seen to be immense. The trend chart shows the trend line across all attributes.
Family (73 per cent) continues to be the biggest source of happiness in August 2024, followed by health (65 per cent), friends’ circle (65 per cent), colleagues/ business associates, employer or work (64 per cent) and neighbours (57 per cent) etc. Further happiness also depended on macro minus situations impacting the psyche of citizens. For instance, economic and financial conditions (53 per cent), situation in the country (53 per cent) and the situation in the world (49 per cent). All three areas have seen a significant decline in happiness of minus six per cent, minus 4 per cent and minus 4 per cent respectively.
“Happiness isn’t just a state of mind. The Ipsos IndiaBus Happiness Monitor, month minus on minus month highlights the areas that drive happiness and depending on a plethora of areas and being defined by close family ties, personal well being, social fabric, work situation and colleagues; one’s economic and financial condition has a significant bearing on happiness and likewise the macro areas of situation in the country and the world. Global turbulence or violence in the country can upset citizens and likewise financial squeeze, after all it is often said, money can buy happiness. Definitely retail therapy elevates happiness, likewise discretionary spends are done when the immediate economic needs are met, like eating out, shopping etc,” added Chakraborty.
The chart below shows happiness has yominus yoed over the months. But a minor dip here and there does not take away the significant contribution each area is making to drive happiness.
The Ipsos IndiaBus Happiness Monitor is a monthly, pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200+ respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, tier one, two and tier three towns, providing a more robust and representative view of urban Indians. The respondents were polled face to face and online. There is city minus level quota for each demographic segment that ensures the waves are identical with no additional sampling error. The data is weighted by demographics and city-minus class population to arrive at national average. Data collection is done every month and the results are calculated on two minus months’ rolling sample.
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