Happiness Impact Ranking 2026

The Happiness Impact Ranking examines how Swedish consumers perceive firms’ contributions to both their own happiness and wellbeing, and to the happiness and wellbeing of others in Sweden. The study further investigates whether perceived contributions to happiness are associated with stronger customer relationships and market performance.

In 2026, the first annual survey assessed 57 large, well-known consumer-facing Swedish companies and brands across a broad range of sectors, including retail, manufacturing, services, media and communications, and finance. Analyses were conducted both at an aggregate level and across categories to compare differences in perceived wellbeing impact and its correlates.

Happiness Impact is measured with eight items capturing perceived contributions to wellbeing at both the individual and societal levels. Specifically, respondents evaluate the extent to which a company contributes to a better life, happiness (e.g., pleasure, joy, satisfaction), meaning (e.g., purpose, direction, coherence), and a rich life (e.g., excitement, personal growth, interest), for themselves and for other people in Sweden. Scales from –10 to +10, where negative values indicate a perceived reduction in wellbeing and positive values indicate a positive contribution.

Overall, the findings suggest that companies are systematically perceived as contributing positively to consumer happiness and wellbeing and the pattern is consistent across sectors. Moreover, companies with higher Happiness Impact scores are rewarded with stronger customer behavioral intentions—including greater loyalty, stronger word-of-mouth recommendations, and a higher willingness to pay—indicating that perceived contributions to wellbeing constitute a meaningful source of customer and company value.

To find out more about the Happiness Impact Ranking 2026, see here.