“The Happiness Equation” Book Probes the Reason and Meaning of What Makes for a Happy Canadian

Ipsos ASI’s John Hallward Pens Second Book in the Pursuit of Happiness

Monday, August 08, 2011

Montreal, QC – It has been said that happiness lies in your own hand. Fortunately, thanks to John Hallward, President of Global Product Development with Ipsos ASI, there is a new book you can have in hand to learn more about your individual happiness. Hallward’s new book – “The Happiness Equation: The Human Nature of Happy People” – explores the secrets to finding happiness through an extensive consumer study of everyday Canadians conducted by Ipsos.

Hallward’s book reveals the trends and gains in material goods, creature comforts, and advances in our quality of life. And yet, Hallward shows that we are not becoming happier.

“Over the past sixty years people in developed nations find themselves on a new path unlike anything from our ancestral environment. When some of the freest, wealthiest democracies in the world do not even rank in the top tier of happiest nations, something is not working so well,” says Hallward. “A review of many discouraging sociological trends implies we need to re-think our approach to happiness.”

The Happiness Equation shares the findings of a unique Ipsos study about happiness among everyday Canadians, and relates this happiness to everything imaginable – from health and sex, to body weight and alcohol, to debt and income, friends and community, charity and religion, and more. The characteristics of happiness are presented along with some implications to becoming happier. This is not one man’s point of view. Instead, it is a fresh review of the facts from over a thousand everyday Canadians, based on the Ipsos survey.

The Happiness Equation discusses the importance of health (both physical and mental), less screen-time, connecting with others, romance and marriage (and not just co-habiting), avoiding debt, doing what one is passionate about, volunteering, being charitable, not having children at home, balancing one’s life, and finding the right mindful approach to appreciating happiness. There is little correlation for happiness with work-time, commuting, or sleeping. “We cannot sleep or drink ourselves to happiness,” says Hallward.

Hallward wanted to write the book to help Canadians better focus on what truly makes them happy. As Hallward is quick to point out, “The facts show that the answer is not more money. So, we need to learn the real answer...the human nature of happiness.”

“Religiosity is a key correlate with happiness, but not necessarily for the reasons people might think,” adds Hallward. “It is less the belief in a god, but more about the human and social interactions of practicing religion that count. This is an interesting finding owing to the decline in religiosity in the developed nations since WWII. With a decline in religiosity there is a growing need to better understand what makes us happy”.

On the topic of Hallward’s book, Stephen Huddart of the J. W. McConnell Family Foundation writes: “In the midst of our struggles to contend with social and environmental issues of mounting urgency and complexity, John Hallward reminds us that the answers have always been there: consume less, give more, and engage in community.”

Hallward’s book is published by Price-Patterson Ltd. and is available online through Chapters.Indigo.ca.

“The Happiness Equation: The Human Nature of Happy People” is John Hallward’s second book. In 2007, Hallward authored “Gimme! The Human Nature of Successful Marketing” (published by Wiley & Sons, 2007). That book focused on the application of human nature and research in developing successful advertising and marketing campaigns.

John Hallward is available for interviews to discuss his new book.

For more information on this news release, please contact:

Elen Alexov
Director, Marketing Services
Ipsos North America
(778) 373-5136

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2010, Ipsos generated global revenues of €1.140 billion ($1.6 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext – Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP

“The Happiness Equation” Book Probes the Reason and Meaning of What Makes for a Happy Canadian

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Elen Alexov
Director, Marketing Services,
North America