World Happiness Report 2024: Gen Z’s Anxious Outlook

Published 22 April 2024

Author
Nienke Creemers
2 min read

In several wealthy countries, young people are admitting to lower levels of happiness than older generations, according to the World Happiness Report 2024. We unpack possible reasons for these youngsters’ dissatisfaction and explore how brands can support this cohort.

  • Gloomy Gen Zers: Across the US, Germany, Spain, Japan and Australia, youth happiness has fallen so sharply that for the first time in nearly 20 years (since the World Happiness Report began), under 30s are now less content than people over the age of 60. Under 30s in the US rank 62nd on the global happiness index (below Brazil and the Dominican Republic), while Americans over 60s rank 10th (close to the Netherlands, Luxembourg and the UAE). Similarly, Canada’s and China’s scores show large discrepancies between younger and older citizens’ reported happiness.

  • Trouble Ahead: Happiness among American Gen Zers declines as they enter adulthood (Gallup, 2024). Globally, more than half of Gen Zers report concerns about their financial wellbeing (EY, 2023); 27% are worried about the effects of social media (McKinsey, 2023), and some even express anxieties about their safety. In the US, only a third of 12- to 17-year-olds think things are going well for children and teenagers in 2024 (Common Sense, 2024).

  • Support Young People’s Needs: Research shows that a sense of purpose at work and school is key to Gen Zers’ happiness. Addressing the climate crisis may be one way for employers to activate youngsters’ desire for purpose, especially as 50% of Gen Zers worldwide say they’re pressuring companies to implement sustainability policies (Deloitte, 2023). Employers could entice purpose-seeking youth with upskilling from the likes of Terra.do, an American education platform that offers courses on eco-minded skills, such as leveraging AI for sustainability and carbon accounting.

For more on how brands can address these challenges, see 10 Youth Trends to Watch: 2024.

  • Gloomy Gen Zers: Across the US, Germany, Spain, Japan and Australia, youth happiness has fallen so sharply that for the first time in nearly 20 years (since the World Happiness Report began), under 30s are now less content than people over the age of 60. Under 30s in the US rank 62nd on the global happiness index (below Brazil and the Dominican Republic), while Americans over 60s rank 10th (close to the Netherlands, Luxembourg and the UAE). Similarly, Canada’s and China’s scores show large discrepancies between younger and older citizens’ reported happiness.

  • Trouble Ahead: Happiness among American Gen Zers declines as they enter adulthood (Gallup, 2024). Globally, more than half of Gen Zers report concerns about their financial wellbeing (EY, 2023); 27% are worried about the effects of social media (McKinsey, 2023), and some even express anxieties about their safety. In the US, only a third of 12- to 17-year-olds think things are going well for children and teenagers in 2024 (Common Sense, 2024).

  • Support Young People’s Needs: Research shows that a sense of purpose at work and school is key to Gen Zers’ happiness. Addressing the climate crisis may be one way for employers to activate youngsters’ desire for purpose, especially as 50% of Gen Zers worldwide say they’re pressuring companies to implement sustainability policies (Deloitte, 2023). Employers could entice purpose-seeking youth with upskilling from the likes of Terra.do, an American education platform that offers courses on eco-minded skills, such as leveraging AI for sustainability and carbon accounting.

For more on how brands can address these challenges, see 10 Youth Trends to Watch: 2024.