Coca-Cola releases comprehensive happiness study showing Canadians are happiest with family and friends,
enjoying the country's natural wonders and giving to charity
JOURNALIST NOTE: Additional information, including fact sheet,
backgrounder and detailed survey results are available at: http://www.apexpr.com/media/coke/
TORONTO, April 20 /CNW/ - Canadians say they don't need extravagance to
be happy. So what inspires them? It's the simple things in life, like
spending time with family and friends, experiencing the majesty of
Canada's landscape and participating in charitable acts. These are
among the top activities that bring Canadians happiness, according to a
new survey from Coca-Cola, aptly named the Coca-Cola Happiness
Monitor. The survey is the most comprehensive online study on
happiness in Canada.
The Coca-Cola Happiness Monitor, conducted in celebration of Coca-Cola's
125th anniversary, canvassed 5,000 Canadians 16 years and older. Respondents
were asked about all things "happiness" including social networks,
active living, work and the influence of Canadian icons and landscapes
in their lives. Results showed more than half of Canadians believe they
are happier than the average person. The number-one contributing factor
to personal happiness is family or a significant other at 71 per cent.
"For 125 years Coca-Cola has championed the values of optimism,
positivity and happiness," said Nicola Kettlitz, President, Coca-Cola
Ltd. "The Coca-Cola Happiness Monitor will help us inspire and
encourage more of those happy moments that allow us to pause, refresh
and experience life's simple pleasures."
Throughout the year, Coca-Cola will release additional results of the
Coca-Cola Happiness Monitor. Further insights will include those
moments, locations and times Canadians are happiest, as well as the
happiest occupations in Canada, stress levels, ambitions and views on
Coca-Cola Happiness Monitor Highlights
Go Canada Go! Canada's gold medal win in men's hockey at the Vancouver 2010 Olympic
Winter Games was the happiest national sporting event for almost half
of the country (47 per cent). The 1972 Canada vs. USSR series was a
distant second at 17 per cent.
Natural wonders....Drawn to the vast landscape of astonishing natural and rugged beauty,
close to one third of Canadians (32 per cent) say that the Rockies in
Banff, Alberta, make them the happiest.
The runners up? The dance of the Northern Lights, which light up 26 per
cent of the population, and Niagara Falls, a popular tourist
destination and source of natural happiness for 15 per cent of the
The rugged Rocky Mountains are a popular source of scenic happiness
amongst men and older citizens, while women and younger Canadians were
more likely to cite the Northern Lights.
Third-generation Canadians, also partial to the Northern Lights, were
less likely to choose the thundering waters of Niagara Falls as the
natural phenomenon that makes them the happiest.
The Falls scored big points with Canadian parents, who cited this
natural wonder most often.
Happiness is a helping hand. Whether by giving time or money, nearly half of Canadians (49 per cent)
say that they feel happy when they support charitable causes, with 14
per cent saying it makes them extremely happy.
In the spirit of giving, almost six in ten Canadians (59 per cent)
currently volunteer with charities or give their time/money to show
Canada's top causes include providing more food & nutrition
opportunities to disadvantaged children (29 per cent), helping and
protecting animals (20 per cent) and protecting the environment (17 per
Volunteering occurs most often amongst first-generation Canadians,
females, and citizens who are older than 25. Self-described as "equally
happy as" or "happier than" the average person, these Canadians, who
are currently helping others, gave themselves a high score both now and
five years down the road.
Coca-Cola Happiness Monitor Methodology
Conducted by Leger Marketing, the survey was completed on-line between
January 20 and January 31, 2011, using Leger Marketing's online panel, LegerWeb, with a sample of 5,025 Canadian residents, 16 years or older. A
probability sample of the same size would yield a margin of error of
±1.4%, 19 times out of 20.
Additional Survey Highlights
How happy are Canadians?
Canadians were asked to rank their current "life right now" on a
ten-step ladder, with the top rung representing the "best possible
life" and the bottom rung representing the "worst possible life". On
average Canadians scored their "life right now" a 6.7 out of 10. When
asked to imagine life five years from now, this number jumped to a
score of 7.5 out of 10.
Those most likely to put themselves on steps eight, nine and 10 include
residents of Quebec, Canadians over 65, married couples, university
graduates and those who consider their health to be good or average.
In fact, those more likely to consider themselves happier than the
average person are boomers over 65, first-generation Canadians and
those earning more than $35,000 a year. However, looking ahead five
years, young Canadians are most likely to put themselves on steps
eight, nine and 10, suggesting that youthful optimism or a tendency to
expect the best (or at least a favourable outcome) is alive and well in
our next generation of leaders.
What makes Canadians happy?
It is moments and scenes far away from the "hustle and bustle" of daily
social and professional lives that heighten feelings of happiness among
Canadians. The top three "happy places" include a camp fire at the
cottage or cabin, hanging out at home and reading a book, while lakes,
oceans and mountains rank among our favourite scenery.
Family and friends are also key contributors to Canadians' happiness
with nearly all respondents citing family dinners as an activity that
brings them happiness. When it comes to friends, slightly less than
half of the population say their network consists of less than 10
friends. Interestingly, those who say they are happier than the
average person are more likely to have more friends in their network
and as a network of friends decreases, so too does an individual's
score on the "best possible life right now ladder."
Who is the happiest?
What makes Canadians happy varies from coast to coast, as well as
between genders, generations and geographic locations. Their own
provinces aside, Canadians generally believe that British Columbia is
the happiest province. Comparatively, Quebec residents are one of the
happiest groups in the country when measured against the national
About Coca-Cola Canada
Coca-Cola Canada operates in all ten provinces, employing 6,300 people
in more than 50 facilities, including seven production facilities,
across Canada. We offer a wide variety of non-alcoholic brands; these
beverages include sparkling soft drinks, still waters, juices and fruit
beverages, sports drinks, energy drinks, coffees and ready-to-drink
teas. We're proud to offer some of the most popular brands
in Canada including Coca-Cola®, Diet Coke®, Coke Zero®, Sprite®, Fanta®, Nestea®, PowerAde®, Minute Maid®, Dasani® and vitaminwater®. Coca-Cola in Canada is represented by Coca-Cola
Refreshments Canada and Coca-Cola Ltd.
SOURCE Coca-Cola Canada
For further information:
Brock Penner / Lauren Baswick
APEX Public Relations
416-924-4442 ext. 226 / 245
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