DATE

Report

PROJECT NUMBER

CANADIAN RESULTS

2019-06-21 82654_019

THE HAPPINESS INDEX

METHODOLOGY

3

QUANTITATIVE RESEARCH INSTRUMENTAn online survey of 2504 Canadians was completed between February 11 and 17, 2019, using Leger’s online panel. The margin of error for this study was +/-3.1%, 19 times out of 20.

A booster sample was then completed to ensure that at least n=200 respondents in each province answered the Happiness question (Q38), raising the total sample for that question (and any related demographic questions) to n=3540. The booster sample was carried out online between March 28 and April 7, 2019, using Leger’s online panel.

ABOUT LEGER’S ONLINE PANELLeger’s online panel has approximately 400,000 members nationally and has a retention rate of 90%.

QUALITY CONTROLStringent quality assurance measures allow Leger to achieve the high-quality standards set by the company. As a result, its methods of data collection and storage outperform the norms set by WAPOR (The World Association for Public Opinion Research). These measures are applied at every stage of the project: from data collection to processing, through to analysis.We aim to answer our clients’ needs with honesty, total confidentiality, and integrity.

METHODOLOGY

DETAILED RESULTS

7.2

LEGER HAPPINESS INDEXBY PROVINCE

British Columbia

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Sask

atch

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On

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P.E.I

Qu

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Man

ito

ba

7.3

7.1

7.3

7.2 7.1

7.5

7.4

7.4

Ne

w B

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7.5

Newfoundland

No

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7.538 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).

THE

TOP

DR

IVER

SBUT WHAT FACTORS ARE DRIVING HAPPINESS?

Key Driver Analysis revealed that their current sense of freedom, and the belief that they’re living the life they had envisioned for themselves tend to influence happiness to a greater degree than anything else. Satisfaction with one’s personal finances, romantic relationships, recognition, and personal health are influential, too, just not to the same degree as the first two items. (Interestingly, results here were largely similar between Quebecers and the RoC.)

24%

19%

8%

8%

7%

7%

5%

5%

3%

3%

3%

Current sense of freedom

Living the life they've always dreamed of

The state of their personal finances

Satisfaction with their romantic relationships

Recognition from peers and/or family members

Their current state of health

How worried they are about the future

The courteousness of others

The number of close friends they have

How easy/difficult it is to achieve personal happiness in today's society

Physical and/or verbal and/or psychological harassment

THE KEY DRIVERS OF HAPPINESS

Any others were at a level of 1% or lower.

Base: All Canadians from the original survey (n=2504).

5%

33%

62%

0%

50%

100%

1-3 3.5 - 7.5 8 - 10

01. A SENSE OF FREEDOM

7

20%

45%

82%

36 Based on your own definition of what freedom is to you and on a scale of 1 to 10 (1 meaning very low and 10 meaning very strong), how would you rate your current sense of freedom? Base: All Canadians from the original survey (n=2504).

Happiness

People who have a strong, current sense of freedom are more likely to be happy (82%) than unhappy (20%).

13%

41% 41%

6%

0%

50%

100%

Completely disagree Disagree Agree Completely agree

02. LIVING THE LIFE YOU’VE ALWAYS DREAMED OF

8

DISAGREE: 53%

8%

23%

71%

AGREE: 47%

37 What is your level of agreement with the following statement? “I'm currently living the life I've always dreamed of.”Base: All Canadians from the original survey (n=2504).

Happiness

People who believe they’re living the life they’ve always dreamed of are far more likely to be happy (71%) than unhappy (only 8%).

8%

24%

52%

16%

0%

50%

100%

Not good at all Not very good Good Very good

03. THE CURRENT STATE OF THEIR PERSONAL FINANCES

9

NOT GOOD: 32%

22%

57%

83%

GOOD: 68%

15 According to your age, do you consider that the state of your personal finances is . . . . Base: All Canadians from the original survey (n=2504).

Happiness

People who believe that, relative to their age, their personal finances are in order are far more likely to be happy (83% vs. only 22% of those who are unhappy).

12% 16%

37% 35%

0%

50%

100%

Not really satisfied More or less satisfied Satisfied Very satisfied

04. SATISFACTION WITH THEIR ROMANTIC RELATIONSHIPS

10

UNSATISFIED: 28%

33%

56%

87%

SATISFIED: 72%

11 Regarding your romantic relationships or your couple, would you say you are . . .Base: All Canadians from the original survey who are in a relationship (n=2064).

Happiness

People who satisfied with their romantic relationships far more likely to be happy (87% vs. less than half that [33%] among those who are unhappy).

6%

19%

55%

21%

0%

50%

100%

Not really Not enough Reasonably Definitely

05. RECOGNITION

11

NO: 24%

40%

67%

88%

YES: 76%

32 In life in general, would you say you get enough recognition from your peers or family?Base: All Canadians from the original survey (n=2504).

Happiness

People who believe they receive enough recognition are more likely to be happy, too (88% vs. less than half that [40%] among those who are unhappy).

2%11%

59%

29%

0%

50%

100%

Not good at all Not very good Somewhat good Very good

06. THE CURRENT STATE OF THEIR HEALTH

12

NOT GOOD: 12%

50%

85%95%

GOOD: 88%

13 How would you qualify your current state of health? Base: All Canadians from the original survey (n=2504).

Happiness

People who believe they’re in good health are far more likely to be happy (95% vs. 50% among those who are unhappy).

27%

50%

17%

5%

0%

50%

100%

Very much Slightly Not much Not at all

07. WORRY ABOUT THE FUTURE

People who tend not to worry about the future much are actually far more likely to be happy than those who do (32% vs. only 6% among those who are unhappy).

13

YES: 77%

6%14%

32%

NO: 23%

03 Are you worried about the future? Base: All Canadians from the original survey (n=2504).

Happiness

1%7%

48% 44%

0%

50%

100%

Not really Not enough Reasonably Definitely

08. THE COURTEOUSNESS OF OTHERS

14

NO: 8%

68%

90%97%

YES: 92%

22 Are the people around you, both in your professional and personal life, polite, courteous and decent towards you? Base: All Canadians from the original survey (n=2504).

Happiness

People who believe that the people around them (both personally and professionally) are generally polite, courteousness, and decent toward them are much more likely to be happy (97% vs. 68% of those who are unhappy).

THE FLIPSIDE IS THAT THERE ARE BARRIERS TO HAPPINESS, LIKE . . .

01 A low sense of freedom

02Not living the life you dreamed of

03 Poor perceived personal finances, relative to age

04 Unsatisfactory romantic relationships

05Not enough recognition from peers or family

06 Poor health

07Worrying about the future

08 The incivility of others around you

50% 51%

44% 44%

61%

Male Female 18-34 35-54 55+

51%

16

Canadians are a relatively happy bunch. This a nation where men and women are equally happy, all things considered, and a nation where residents are happier after 55 years of age.

38 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).

Gen

der

Age

HAPPY CAMPERS!

HAPPINESS SCORES (8-10):

51%

17

We tend to be happier when we own our homes (as opposed to renting them), when we live with others (rather than alone), and we tend to be happier as our income levels rise.

38 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).

HAPPY CAMPERS!

Res

iden

ce

40%

57%

43%

53%

44%

53%

58%

Rent Own Alone With others <$40K $40K - <$80K $80K+

Livi

ng

situ

atio

n

Inco

me

HAPPINESS SCORES (8-10):

1838 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).

Are

a

Reg

ion

51%

HAPPY CAMPERS!

50%52% 52%

48%50%

47%

55% 56%

Urban Rural BC AB Prairies ON QUE Atlantic

Regionally, Canadians are equally happy living in urban or rural settings, but provincially, Quebecers and those in Atlantic Canada are a bit happier than other Canadians, especially when compared to provinces like Ontario.

HAPPINESS SCORES (8-10):

51%

47% 49%

43%47%

Northeast Midwest South West

19

We’re happier than our American counterparts, too!

38 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Bases: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540) vs. all Americans (n=1005).

46%

52%48% 50%

47%

55% 56%

BC AB Prairies ON QUE Atlantic

WE’RE HAPPIER OVER HERE.

HAPPINESS SCORES (8-10):

Dave ScholzPresident

Communications and Public AffairsO: 416-964-4104

dscholz@leger360.com

Anne-Marie NewtonResearch Director

Communications and Public AffairsO: 416-964-9222

amnewton@leger360.com

Patrick RyanResearch Analyst

Communications and Public AffairsO: 416-964-4117

pryan@leger360.com

20THE TORONTO PR TEAM

@leger360 /LegerCanada /company/leger360 @leger360leger360.com