Happiness Index
Introduction
Research centers conduct many studies to assess countries and measure their level of development. One of the newer growth indicators is the Happiness Index. Some readers may ask why these centers care about running such studies, or why some countries care about publicizing the results. Let me offer this hypothetical: imagine the world is a single large company, and that countries are different branches of that company. Each branch competes to attract the best talent and skills, offering incentives to draw them in — and that is exactly what is happening in reality.
Another example: developed countries grant citizenship to rare talents from third-world or developing countries, enticing them to come and abandon their homelands. We bemoan the Arab brain drain and accuse those who emigrate of betrayal — without pausing for a moment to think about why they left for those countries in the first place.
Suppose you grew tired of living in your current location and started looking for somewhere else with certain characteristics to emigrate to. The Prosperity Index website provides a global ranking of most of the world’s countries based on specific criteria. Take a look:
A Brief History
It seems the first person to propose the idea of this index was the King of Bhutan in 1972. The index at that time was called the Gross National Happiness Index, and its philosophy rested on four core elements: sustainable development, preservation and promotion of cultural heritage, environmental conservation, and the establishment of effective governance. He was later followed by Med Jones, President of the International Institute of Management, in 2005, whose version was more mature than its predecessor — which had faced many implementation challenges. That same year, the first global survey study for the Gross National Happiness Index was launched. In 2007 Thailand did something similar, inspired by the model. The same year, Bhutan returned to redevelop its own index, expanding it from four to nine elements. Oxford University also launched the Multidimensional Poverty Index, and the index was then taken up by a movement of economists and politicians. In 2009 Gallup in the United States launched its Well-Being Index study, and the United Nations adopted this measure in its work — its first report containing a section on the happiness of nations was published in 2012. Subsequent reports followed in 2013 and 2015. Across the twentieth century there have been many academic contributions related to this index, and many conferences dedicated to its application and development. Although the names used for the index vary, they all ultimately serve the same purpose. Bhutan — the country that invented this measure — continues to apply it after several revisions. The questionnaire used in 2014 caught my attention, and marketing researchers may want to take a look at it.
The 2015 UN Report
First, let me note that all initiatives that have sought to measure happiness anywhere have relied principally on marketing-research methodologies — and specifically quantitative research. That’s part of why I’m writing this article: its connection to my field of expertise and work.
The latest UN report relies on: GDP per capita, social support, healthy life expectancy, freedom of choice, charitable giving, and the level of integrity (or perception of corruption) in the public and private sectors. The Scandinavian populations topped the world in happiness. The report makes clear that happiness is not tied to material wealth alone — several other factors play a role, including the absence of administrative corruption, a high degree of freedoms, the absence of unemployment, the stability of married life, and many other ingredients that go into the happiness equation.
Worth noting: Bhutan, which invented this index, ranks 79th in the world in the report. I have included the Arab countries’ rankings (as covered by the study) in the original article.
The United Arab Emirates — A Case Study
The UAE is a compelling case study. As a country, it competes with the world’s nations to attract talent and investors by promoting its security, freedom of expression, and freedom of belief. In my personal view, the UAE is the most successful country in the Middle East in applying the competitive logic I described in the introduction. Recently we find it, as ever, leading the way: the UAE established a Ministry of Happiness, becoming the first Middle Eastern country to set up such a ministry — when His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, announced via his Twitter account on the 10th of February that he had appointed Ohood Al Roumi as Minister of Happiness.
From an article he wrote on the occasion of opening this ministry and others, I quote:
The role of governments is to create the environment in which people can achieve their happiness.
Happy people are more productive, live longer, and lead better economic development, according to studies.
Happiness can be measured, developed, and tied to a set of values and programs.
When we say the goal of government is to achieve happiness, we mean it literally and will apply it literally, and will pursue it in ways that suit our people’s ambitions, aspirations, customs, and culture.
To the UAE I say: you have exhausted those who come after you.
Conclusion
I was pessimistic the day I once wrote “lands of terror are my homelands.” I want to be optimistic about a brighter tomorrow when security and safety return to our homelands. Perhaps one day I’ll witness Arab countries competing with one another across many indices — including the Happiness Index. And God knows best.
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