
Dr. Laura Beavin
April 9, 2024
5 minute read
Love or money? Which one plays the biggest role when it comes to increasing happiness?
The release of the 2024 World Happiness Report by the Oxford Wellbeing Center and its partners showed that the Nordic countries continue to dominate the rankings of the happiest countries. The US dropped precipitously in the rankings from #15 to #23. The question is, why?
The Nordic countries, known for high incomes and extensive social welfare systems, also share a deep-rooted tradition of socializing that significantly contributes to increasing happiness among their populations. This tradition, exemplified by Denmark's hygge which translates as "a highly valued form of togetherness", and Sweden's similar fika, embodies a unique form of togetherness and communal warmth, fostering strong social bonds in these ethnically homogeneous societies despite the cold climate. These practices underscore the importance of creating opportunities for connection and highlight how such social fabric is woven into the very culture of the Nordic countries, playing a key role in their high levels of happiness.
In the closely-knit societies of Nordic countries, the profound sense of community and interconnectedness forms the backbone of their high happiness rankings. Research published in 2006 by SIX co-founder Dr. Paul Zak illuminated how these cultures, with their unique traditions of hygge in Denmark and fika in Sweden, foster a remarkable level of interpersonal trust -- significantly contributing to increasing happiness among their populations. This trust, cultivated in communal moments of togetherness, underscores the vital role of social connections in enhancing overall well-being.
In the United States, where per capita income surpasses that of many Nordic countries, the disparity in happiness highlights the crucial role of social welfare and community bonds in increasing happiness. The U.S. faces challenges in fostering interpersonal trust due to a more individualistic culture and a significant income spread, contrasting sharply with the communal practices like the Nordic hygge, which significantly contribute to increasing happiness by strengthening social connections. This gap underscores the importance of prioritizing community and social engagement as key factors in elevating collective well-being and happiness.
An analysis by Oxford scientists, highlighted in a visual below from FlexOS founder and CEO Daan van Rossum demonstrates that half of country-level happiness has been attributed to social support. One-half. This reveals the monumental role that community and social connections – manifested through practices like hygge and fika – play in elevating national happiness. Fostering social bonds isn’t just beneficial; it’s a key ingredient to a nation’s overall sense of well-being.
A country's per capita wealth, which is closely related to per capita income, only contributes 10% to a country's happiness. Love beats money by 4 to 1. The World Happiness Report also revealed that the other "love" component that contributes to happiness is generosity. In a recent scientific publication by Immersion's cofounders, we reported that those who are more generous with their time and treasure, release more oxytocin when asked to help others. Those who released the most oxytocin – a core component of Immersion – were also substantially more satisfied with their lives. This strongly suggests that people who engage in helping behaviors have altered their brain activity to prioritize accumulating love over accumulating wealth.

Putting others first is a choice, as is prioritizing time spent investing in community and social bonds. Indeed, as shown in the figure, happier countries also have more freedom. In these countries, people can choose how to live their lives, rather than being compelled by some government regulation or bureaucrat.
In the tapestry of human happiness, love undeniably outshines money, a truth vividly captured in the 2024 World Happiness Report. This analysis reminds us that the essence of well-being springs from deep social bonds, trust, and generosity—values that forge stronger societies than wealth alone can build. As we stand at the crossroads between accumulating wealth and nurturing relationships, the choice becomes clear. Embrace the communal warmth of connections, the joy of giving, and the liberation of trust. For in choosing to enrich our lives with love and generosity, we not only elevate our own happiness but also light the way for others in our collective journey toward a more fulfilled, harmonious world.
What choice will you make? Immersion's free well-being app SIX automatically links to your calendar, so you can see what truly brings you the greatest unconscious joy every day. Start increasing your fulfillment through SIX with your personalized recipe for holistic brain-based well-being.
Embracing the power of choice, we can all significantly contribute to increasing our fulfillment by generously supporting one another and nurturing meaningful relationships. This path not only enhances our personal joy but also cultivates a collective sense of well-being, creating a harmonious world where everyone thrives. Let's unite in this shared goal, forging a brighter, more connected future for all.