SRI LANKAN

HAPPINESS
INDEX DROPS
TO A 3 MONTH
LOW IN MAY
A look into what insights are
considered when addressing
a drop in the happiness of
society.
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Happiness Index MethodologyMusikanski et al., 2017
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Relationship of the gross national happiness index to the statetrait anxiety inventory scales. Chinnes, 2016
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As postulated by Cloutier, Jambeck, Scott (2014); Pfeiffer & Cloutier (2016); Zidanšek, (2007)
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Frey & Stutzer, 2017
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1 Psychological Wellness - Optimism, sense
of purpose and sense of achievement. 2 Shelter - Access to, and the
availability of housing.

3 Work – Ease of finding work and the perceived

ease of getting compensated for work done. 4 Social Support – Perceived
sense of support

5 Environment – Closeness to nature,

perceived level of pollution. 6 Governance – Trust placed in the government,
perceived competence in the government, and
levels of corruption.
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7 Material Wellbeing - Financial security and
perceived capability to meet basic needs. 8 Health – Presence/lack of illness
and the capacity to perform
daily activities.

9 Time Balance - Sense of enjoyment

they have, by being able to spend time
doing things they loved.
10 Community - The sense of
belonging, safety and protection
offered by the community.

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Education arts and culture -
Participants’ perceived ease of
access to educational and cultural
experiences was measured under
thisdomain of the happiness index.

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BUSINESS
IMPLICATIONS
The Happiness Index is known to
correlate with people’s outlook on
public policy and economy. It is,
therefore, a tool to evaluate satisfaction
with life, income inequality and trust
placed in the government and its agents.
The findings indicate implications which
are relevant but not limited to two broad
areas of decision making. At the policy
makers’ level, the lower levels of happiness
calls for transparency and accountability in
governance as the Happiness Index is known
to correlate with people’s outlook on public
policy and economy.
At a business / corporate decision maker level,
the state of consumer happiness has a direct
implication on their spending patterns and is a
reflection their wellbeing. The corporate decision
makers hence needs to create better relevance
and be empathetic in their decision making and
strategy formulation, assisting the key
stakeholder groups to navigate through these
unprecedented times.
For MarCom professionals, this means
that the happiness index can be a measure
of the relative confidence brand messages
instill in their consumers. Because of its
importance, Breakthrough Business
Intelligence will continue tracking happiness
levels monthly and hopes that this information
will help business leaders, policy makers shape
their strategy in the short and long runs.
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