A common belief in rich countries is that people in Africa are poor but happy. This image is time and again confirmed by popular reality shows on Western television, in which the rich-and-famous visit little-known tribes in the most remote villages of rural Africa, only to concede, in front of a dozen cameras, that despite all their hardship, the people they visited really seemed happier than the average burnt-out desk-warrior in their home countries.
Are the poor in Africa really happier? In recent years economists started focusing on happiness and its measurement, a field long considered too trivial to pay much attention to. Recent research on the topic gives conflicting, and sometimes surprising, results. In 2012, an Ipsos poll measuring the degree of happiness in 24 countries found that self-reported levels of happiness were higher in poor and middle-income countries than in rich ones, seemingly confirming popular beliefs. In contrast, the first World Happiness Report, also published in 2012, finds that the rich countries in Scandinavia are the happiest on earth, while four poor Sub-Saharan African countries are at the bottom of the list. The Gross National Happiness (GNH) index, pioneered by the Kingdom of Bhutan, comes up with a number of surprises of its own: the GNH is highest among the young and the unemployed (and also-perhaps less surprising-among the unmarried), which seems at odds with today’s television images of the streets of Madrid and Athens.