Branding and the Happiness Formula

Authored by: Belén Gutiérrez-Villar , Pilar Castro-González , Rosa Melero-Bolaños , Mariano Carbonero-Ruz

The Routledge Handbook of Positive Communication

Print publication date:  December  2018
Online publication date:  January  2019

Print ISBN: 9781138633278
eBook ISBN: 9781315207759
Adobe ISBN:


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Nowadays, a lot of studies are trying to measure happiness. There are many indexes that measure progress. We have chosen two of them: Happy Planet Index (HPI) and World Happiness Report (WHR). The first of them, an index from New Economics Foundation, is a measure of sustainable well-being in terms of how countries support their citizens to live good lives now and in the future. It uses global data on experienced well-being, life expectancy, and Ecological Footprint from 151 countries. On the other hand, the WHR, an index from the United Nations and Columbia University for 156 countries, uses six factors to explain this: Gross Domestic Product (GDP) per capita, years of healthy life expectancy, social support, perceptions of corruption, generosity, and freedom to make life choices. Both indexes have used different methodology to measure happiness so some countries present different levels of happiness depending on the index that is used. The first objective of this chapter is to propose a new index, using factor analysis to classify 145 common countries between HPI and WHR and to simplify the ranking in four parts. We found that there are areas like South America that could be considered “happy,” independently of the index (HPI, WHR, new index) and vice versa. Therefore, because there is not a unified measure of happiness at the moment we try to reach an agreement between both of them with this new index.

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