In October 2025, DATACTION explored perceptions of happiness and wellbeing across markets in Central Asia, the Caucasus and Eastern Europe.
The findings reveal a consistent pattern: family relationships remain central to happiness, while health and financial stability shape how people evaluate their quality of life. Yet the importance of these factors — and people's satisfaction with them — varies considerably between countries.
The findings reveal a consistent pattern: family relationships remain central to happiness, while health and financial stability shape how people evaluate their quality of life. Yet the importance of these factors — and people's satisfaction with them — varies considerably between countries.
What makes people happy? Is it financial security, good health, meaningful relationships or professional success?
DATACTION Research Insights | October 2025
What Makes People Happy? Family, Health and Financial Security Across Emerging Markets
Professional life plays a noticeably smaller role. Only 11% identify work as a source of happiness.
This does not necessarily mean that careers are unimportant. Rather, when people are asked what makes them happy, personal relationships, health and economic security take precedence over work itself.
This does not necessarily mean that careers are unimportant. Rather, when people are asked what makes them happy, personal relationships, health and economic security take precedence over work itself.
11%
Work
46%
Financical stability
58%
Health
79%
Family
79% of respondents identify family as a source of happiness, making it the leading factor in the study.
58% name health, while 46% point to financial stability.
Family Comes First/ Work Is Far Behind
Sources of happiness Respondents:
The distinction between what makes people happy and how happy they actually feel is important.
Family may be the most frequently mentioned source of happiness, but satisfaction with health, financial circumstances and personal relationships can influence people's overall sense of wellbeing.
The research also reveals meaningful differences between individual markets.
Family may be the most frequently mentioned source of happiness, but satisfaction with health, financial circumstances and personal relationships can influence people's overall sense of wellbeing.
The research also reveals meaningful differences between individual markets.
Are People Actually Happy?
49% of respondents describe themselves as happy
Different Markets, Different Patterns of Happiness
Kyrgyzstan also stands out for relatively high subjective happiness.
The results highlight the importance of personal relationships and social wellbeing, reinforcing the broader regional pattern in which close connections are central to people's sense of happiness.
The results highlight the importance of personal relationships and social wellbeing, reinforcing the broader regional pattern in which close connections are central to people's sense of happiness.
55% report being happy
Kyrgyzstan: Happiness Rooted in Relationships
Uzbekistan records one of the highest happiness levels in the study.
Strong family orientation and high levels of physical activity are also prominent features of the country's wellbeing profile.
The findings suggest that personal relationships and everyday lifestyle factors are important elements of how respondents experience happiness.
Strong family orientation and high levels of physical activity are also prominent features of the country's wellbeing profile.
The findings suggest that personal relationships and everyday lifestyle factors are important elements of how respondents experience happiness.
57% report being happy
Uzbekistan: Among the Highest Levels of Happiness
Moldova records the highest satisfaction with family communication in the study.
This finding adds another dimension to the importance of family: beyond identifying family as a source of happiness, respondents report particularly positive experiences of family relationships.
This finding adds another dimension to the importance of family: beyond identifying family as a source of happiness, respondents report particularly positive experiences of family relationships.
87% are satisfied with communication within their family
Moldova: Strong Family Relationships
Tajikistan records the highest level of health satisfaction among the markets compared.
Respondents also report relatively high levels of physical activity.
This makes Tajikistan particularly interesting: the country stands out not simply for how important health is to happiness, but for how positively respondents assess their own health.
Respondents also report relatively high levels of physical activity.
This makes Tajikistan particularly interesting: the country stands out not simply for how important health is to happiness, but for how positively respondents assess their own health.
72% are satisfied with their health
Tajikistan: Health Satisfaction Stands Out
Azerbaijan stands out for positive assessments of friendships and remote communication.
These findings highlight the role of social connections beyond the immediate family.
For consumer-facing businesses, they also suggest the value of understanding how people maintain relationships and communicate in everyday life.
These findings highlight the role of social connections beyond the immediate family.
For consumer-facing businesses, they also suggest the value of understanding how people maintain relationships and communicate in everyday life.
Azerbaijan: The Value of Social Connections
Financial stability plays a comparatively prominent role in Kazakhstan.
The findings suggest that economic security is an especially important component of perceived wellbeing among respondents in this market.
For brands, this highlights the relevance of understanding how consumers think about financial confidence, stability and future security.
The findings suggest that economic security is an especially important component of perceived wellbeing among respondents in this market.
For brands, this highlights the relevance of understanding how consumers think about financial confidence, stability and future security.
50% identify financial stability as a source of happiness
Kazakhstan: The Importance of Financial Security
Half of respondents in the Armenian study describe themselves as happy or very happy.
Family is by far the most frequently selected source of happiness, while friendships, work and creative activities also contribute to the overall picture.
Family is by far the most frequently selected source of happiness, while friendships, work and creative activities also contribute to the overall picture.
80% identify family as a source of happiness
Armenia: A Particularly Family-Centred View of Happiness
Armenia results: weighted sample, n=1,377.
Sources of happiness Respondents:
Work
Friends
Hobbies and creativity
Financical stability
Health
Family
44%
80%
35%
26%
16%
14%
What Do These Findings Mean for Brands?
- 1. Family Is a Powerful Consumer ContextWith family consistently emerging as the leading source of happiness, brands should consider the role of household relationships and shared experiences in consumer decisions. This may be particularly relevant to FMCG, retail, telecommunications and services used by families. However, the meaning and expression of family relationships should be explored locally rather than assumed to be identical across countries.
- 2. Health and Wellbeing Require Market-Specific UnderstandingHealth is one of the most frequently mentioned sources of happiness, but satisfaction with personal health differs between markets. This distinction matters for healthcare, wellness, food and lifestyle brands.
The research suggests that understanding consumers' perceptions of their own health may be just as valuable as measuring their attitudes towards health in general. - 3. Financial Security Matters —
But Not Equally EverywhereFinancial stability is a major source of happiness, although its relative importance varies. Kazakhstan, for example, demonstrates a comparatively strong emphasis on financial security. For financial services, retail and other consumer businesses, this reinforces the importance of studying local attitudes towards affordability, financial confidence and perceived economic stability.
The most important conclusion is not simply that family, health and money matter.
It is that the balance between these factors differs across markets.
Uzbekistan and Kyrgyzstan stand out for reported happiness. Tajikistan leads in health satisfaction. Moldova shows particularly strong satisfaction with family communication, while Kazakhstan places greater emphasis on financial stability.
These differences demonstrate why consumer insights should be interpreted at country level, even when research is conducted using a consistent methodology across multiple markets.
For international brands, understanding local perceptions of wellbeing can provide valuable context for positioning, communications and consumer research.
It is that the balance between these factors differs across markets.
Uzbekistan and Kyrgyzstan stand out for reported happiness. Tajikistan leads in health satisfaction. Moldova shows particularly strong satisfaction with family communication, while Kazakhstan places greater emphasis on financial stability.
These differences demonstrate why consumer insights should be interpreted at country level, even when research is conducted using a consistent methodology across multiple markets.
For international brands, understanding local perceptions of wellbeing can provide valuable context for positioning, communications and consumer research.
One Region, Different Consumer Realities
Eastern Europe
Central Asia
THe Caucasus
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