Happy Days

Isobelle Roberts • 15 June 2022

Four years ago we were the happiest we've been. Why was that?

With energy and fuel prices skyrocketing, double digit inflation, Ukraine and Brexit woes and Coronavirus still hanging around, it's no real surprise that we are still less happy now than we were prior to the pandemic.  

The ONS Opinions and Lifestyle Survey asks respondents to state how happy they felt yesterday on a scale of 0 to 10, where 0 is “not at all” and 10 is “completely”. In the first week of April 2022, the happiness rating was 6.9 compared with 7.2 in February 2020.

If we look at our happiness over time, this time using the ONS Annual Population Survey (see graphic below), we can see that the happiest we've been in the last 10 years was in April to June 2018. 

Happiness in the UK, April to June 2011 to July to September 2021

Source: Annual Population Survey, Office for National Statistics

What reasons were there to be cheerful back then?


Well, inflation was only 2.3% during this period and unleaded petrol was around 126p a litre.


This was the time of Prime Minister Theresa May and the never-ending saga of a Brexit deal. David Davies was Brexit Secretary with Boris Johnson Foreign Secretary. Both would resign a few weeks later. Jeremy Corbyn was between his 'oh, Jeremy Corbyn!' phase and his 'oh, Jeremy Corbyn' phase as Labour Party leader. He led them to substantial gains in the May 2018 council elections but would lead them to a shattering defeat in the general election 18 months later.


The 2018 World Cup began in June with England eventually reaching the semi-final and Harry Kane winning the golden boot for scoring most goals. The June high spot was a Kane hat trick in the 6-1 defeat of Panama.


Cambridge Analytica filed for bankruptcy having been found to have illegally misused millions of Facebook users' personal data for political purposes.


Gender pay gap reporting was introduced during this quarter in 2018. Research last year suggests that gender pay gap reporting is making a difference with a 19% decline in the difference in pay between men and women.


The weather was hot, hot, hot with it being the warmest May and June since records began. This warm weather made a welcome change following the Beast from the East cold snap earlier in the year.


And of course where would we be without a Royal wedding to bring a collective warm glow to the nation? May 2018 saw the marriage of Prince Harry to Meghan Markle. The story of Harry and Meghan has kept the likes of Piers Morgan and the red tops occupied virtually every day ever since.


So there it is, Brexit wrangling, political upheaval, footballing hopes ultimately dashed, hot weather, dodgy data and Harry and Meghan. Will we ever see those days again?



by Michael Wagstaff 2 June 2025
With the insights industry creaking under poor quality data, generative AI adds to the mix by creating convincing synthetic respondents. How should we treat these fascinating fakers?
by Michael Wagstaff 26 May 2025
Do tech people know more about market research than social scientists? In this article we discuss whether big tech is taking over the insights industry and what role is there for human researchers.
by Michael Wagstaff 12 May 2025
Does curating a personal brand make a difference? In this article, I consider my own lack of brand image and reflect on what might have been.
by Michael Wagstaff 9 May 2025
If surveys are ill-suited for addressing the questions that remain genuinely unanswered and unnecessary for those that are readily answered, then what exactly is their future?
by Michael Wagstaff 8 May 2025
In an effort to improve quality, the market research industry's current focus is on survey length and question engagement. This overlooks a more fundamental issue: respondent authenticity.
by Michael Wagstaff 7 May 2025
The true value of review sites lies in going beyond the stars and analysing what reviewers are actually saying.
by Michael Wagstaff 28 April 2025
Predictive analytics is reshaping brand insights by moving beyond descriptive dashboards to proactive decision-making
by Michael Wagstaff 28 April 2025
The uncovering of large scale survey fraud has shaken the market research industry. In this article, we discuss how a much more rigorous panel sign up procedure is needed to reduce the impact of fraudulent respondents.
by Michael Wagstaff 8 April 2025
The huge volume of data available through consumer comments, reviews and surveys can make cutting through the noise difficult. In this article we discuss how text analytics combined with human expertise can uncover the insight.
by Michael Wagstaff 10 March 2025
Market research agencies are going all in on AI based models to generate next level consumer insight. But are these just more illusion than substance?
Show More