ABSTRACT
Across generations, genders, and political affiliations, 36 percent of Americans ranked Balanced Simplicity as the most important element of The Good Life, followed by Meaningful Connections (28 percent), Money and Status (26 percent) and Personal Achievement (10 percent). Although not a substantial body of research, the WBSCD report pinpoint how Millennials paint a good life, from realising themselves through simple pleasures such as reading a book or contemplating in a hammock to growing their own food, cooking, bicycling, doing sports or meditation to hanging with friends. Four in five Americans state they would be loyal to brands that help them achieve that “good life.” The organisations who can create platforms to enable this change for people can feed people’s desire to realise themselves and be the catalyst behind more happiness. The organisations are getting better at knowing more about their customers through data and speaking to them in a more individualised way and in channels that matter to them.
