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 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?
by Michael Wagstaff 3 March 2025
With the online survey already on the ropes due to poor quality, has data science finished it off?
by Michael Wagstaff 24 February 2025
Research agencies are pinning their futures on AI. Are they right to do so or are we missing trick by ditching the human?
by Michael Wagstaff 12 February 2025
Online surveys suffer from fake, ill considered and unrepresentative responses. What can be done to improve their reliability? Triangulation is the key.
by Michael Wagstaff 11 February 2025
With so many agency panels riddled with fake respondents resulting in poor quality data, are we witnessing the end of the online survey?
by Michael Wagstaff 6 February 2025
With the January transfer window closed, we run our predictive model to work out the probabilities of where each team will finish in the final Premier League table.
by Michael Wagstaff 5 February 2025
In this latest article in our series on the power of text analytics we look at how sentiment analysis can be used to really understand what customers think about product offerings.
by Michael Wagstaff 23 January 2025
The true value of review sites lies in going beyond the stars and analysing what reviewers are actually saying.
by Michael Wagstaff 17 January 2025
Start making sense of customer review and feedback data by using text analytics. In the first of a series of articles we discuss how it can help your business.
Show More