Comparing Generational Happiness Drivers in 2022

The objective of the research below is to help us, as marketers and market researchers, understand what things are making each generation happy going into 2022.

In December 2021, HubUX launched a quantitative and qualitative research project with 127 participants. The focus of the study was to understand what is driving happiness in each generation.

This study was recruited through the HubUX panel and supplemented via ads on Instagram and TikTok. All research was handled by HubUX.

 

Executive summary

There are major differences in happiness drivers across generations.

• Boomers (57-75): Ability to Support Loved Ones
• Gen X (41-56): Wealth, Security, and Children’s Well Being
• Millennials (25-40): Growing a Healthy Family
• Gen Z (9-24): Video Games and Digital Relationships

Implications: When crafting messaging and imagery, consider leveraging positive imagery to more deeply connect.

 

Commonalities

Of the 127 participants, we asked, “What are the things that make you happy right now?”. Several key themes emerged across generations.

In the video responses, “Health” was mentioned frequently. Health was referenced regarding personal as well as family and friends. Concerns around COVID-19 were regularly mentioned.

The importance of “relationship” was mentioned most frequently across all generations.

 

Key differences

Our research also revealed important distinctions in happiness drivers for the different generations.

 

Boomers (57-75): Ability to Support Loved Ones

 

Gen X (41-56): Wealth, Security, and Children’s Well Being

 

Millennials (25-40): Growing a Healthy Family

 

Gen Z (9-24): Video Games and Digital Relationships

 

Conclusion

When you are coming up with marketing content that connects to your target customer’s generation, ask yourself:

“What do they care about?“

By connecting your products to the things that drive their happiness, you’ll move closer to their hearts.

If you’d like to create your own community for instant access to your customers’ thoughts and feelings, we’d love to talk to you today! Email me here.

Happy researching! 😊