Insights from the ‘U’ Curve of Happiness – Part I

The “U-curve of happiness” is a concept in behavioural economics and psychology, suggesting that happiness follows a U-shaped trajectory over the course of life. It maps happiness levels across different life stages. Studies indicate that happiness tends to be high in youth, dips during middle age, and rises again in later years, forming a ‘U’-shaped pattern. This trajectory reflects how individuals respond to evolving challenges, opportunities, and expectations in life.

The idea gained traction through studies and popular books, such as Jonathan Rauch’s The Happiness Curve: Why Life Gets Better After 50, which popularised the theory based on global data from longitudinal studies.

The origins of the U-curve can be traced to research by economists David G. Blanchflower and Andrew J. Oswald, who published a 2008 study analysing well-being data across various age groups. Their findings suggested a consistent U-shaped pattern in life satisfaction across countries and cultures, even after controlling for variables like income and health

Can this concept offer any insights for shaping communication strategies, not just for employees but also for media, government, and customers? Would recognising the emotional states tied to different life stages, help organisations connect better with diverse stakeholders? Would this approach present any challenges, particularly in avoiding overgeneralisation and ensuring inclusivity?

Let us understand this a bit more and explore how communications can be tailored according to the U-curved.

1. Young Adults: Energised and Idealistic

Young adults, typically under 30, are characterised by optimism and a drive for innovation and change. Their focus often lies on self-discovery, purpose, and societal impact.

Internal employees:

If the organisation’s employees fall under this demographic, then the narratives can be purpose-driven. The focus can be on how the company’s vision aligns with societal or environmental goals. In collaboration with HR, communicators can build on stories that emphasise programs for skill development, mentorship, and upward mobility. This is the age group that will respond well to the usage of digital media, gamified content, and platforms that encourage participation.

External stakeholders:

If your external stakeholder audience falls in this age group, stories of innovation, start-up culture, and bold new ideas would appeal the most. Offer data and visuals that appeal to their tech-savvy nature. Even the government would be keen to know of initiatives that align with youth-focused policies, such as employment generation, education, or technology-driven solutions. It also follows, if your customers are the young adults, then you can leverage aspirational marketing, and showcase products or services that cater to a forward-looking lifestyle.

2. Middle-Aged Stakeholders: Balancing Priorities

Middle-aged individuals, have a different set of responsibilities. Those who are typically 30-50, juggle multiple roles, including career, family, and financial commitments. This stage corresponds to the dip in the ‘U’ curve, often marked by stress.

Internal employees:

Life hits hard at this age. Communications for this group can focus on reassurance, stability, and value. Build a supportive tone in your messaging and offer resources on work-life balance, mental health, and financial planning. Sharing real stories of employees or leaders who have overcome challenges would resonate the most, fostering a sense of value and belonging.

External stakeholders:

Media love thought leadership content, research-backed trends, and long-term organisational strategies that reflect stability and foresight. Positioning the company as a reliable partner in national development, emphasising sustainable practices and infrastructure projects, can be a great narrative to strengthen advocacy efforts with the government. As for customers, highlighting reliability, cost-effectiveness, and family-oriented solutions along with testimonials that reflect trust and dependability, would appeal the most.

The ‘U’ curve of happiness can therefore provide a compelling lens for understanding the emotional landscapes of audiences across age groups.


The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Sarita Bahl
Sarita Bahl is an alumnus of Tata Institute of Social Sciences and the Swedish Institute of Management Program. An experienced and versatile leader, she comes with nearly four decades of professional experience. She has over the years successfully overseen the communications and public affairs function and led the corporate social responsibility strategy for Bayer South Asia, Pfizer, and Monsanto, among others. Sarita has held multiple roles across diverse industries, the public sector, trade associations, MNCs, and the not-for-profit sector. Her areas of interest include advocacy, stakeholder engagement, sustainability, and communications.

As an Associate Certified Coach (ACC) from the International Coaching Federation (ICF) and Senior Practitioner (Mentoring) from the European Council of Mentoring and Coaching (EMCC), Sarita specializes in career transition, inner engineering and life issues. Sarita enjoys writing and is passionate about animals, books, and movies.

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