Salute e Benessere
THE STATE OF GLOBAL OPTIMISM REVEALED BY LG IN NEW SURVEY
The survey, conducted across 16 markets, provides extensive data on global optimism, its drivers and the demographics that feel the most optimistic and happy. The global average optimism score is 7.49/10. France , the UK and Australia were revealed to be among the least optimistic countries, scoring 14.5 percent below the average. Conversely, Saudi Arabia (12 percent above), India (10.8 percent above) and the UAE (8.1 percent above) were the most optimistic. Consumers were most optimistic about their personal growth and development (69 percent) and family dynamics (66 percent), but least optimistic about their finances.
Entertainment, including movies, TV, music and art, was identified as the most significant factor driving optimism (60 percent), followed by AI (56 percent). Less than half of the respondents chose social media (48 percent), while international crises such as war generated the least optimism.
LG conducted the survey to support and understand the nature of happiness, aligning with its brand philosophy, . The results are part of LG's broader effort to assess the potential and influence of optimism globally, reflecting the company's commitment to enhancing consumer optimism.
The survey also reveals key aspects of generational attitudes towards optimism. Optimism and happiness both decrease with age, although the latter was found to reduce at a slower rate. Interestingly, despite younger age groups averaging higher rates of happiness and optimism, individuals under 18 reported some of the lowest scores. Additionally, 50 percent of Gen Zs expressed that optimism can be harmful, the highest of any age group. This caution may be due to their life stage, as Gen Zs were twice as likely to disagree about having the tools needed to succeed (16 percent) compared to millennials.
Younger age groups are more likely to search online for positive content and like-minded people to improve optimism. 86 percent of consumers say social media impacts their personal lives, more than those who believe it impacts society (67 percent). Gen Zs are also more likely to talk to a therapist, indulge in shopping or take drastic actions to counter negativity, such as deleting a social media account.
In contrast, older groups tend to seek offline comforts, such as spending time outdoors, seeing family or engaging in hobbies. Younger people appear more willing to seek external methods to boost optimism and happiness compared to their older counterparts.
said Kim Hyo -eun, vice president and head of LG's Brand Management Division.
The "Optimism your feed" playlist can be found on LG's global TikTok channel ( @lge_lifesgood ) and global YouTube channel ( @LGGlobal ) . More details can be found on the campaign page on www.lg.com/lifesgood/ .
Global survey conducted by GWI
Fieldwork conducted from August 26 to October 7 , 2024
Age: Between 16 – 64 years old, all income levels
Sample size: 300 respondents each across 16 markets, except for 70 respondents in KSA
LG Electronics is a global innovator in technology and consumer electronics with a presence in almost every country and an international workforce of more than 74,000. LG's four Companies – Home Appliance Solution, Media Entertainment Solution, Vehicle Solution and the Eco Solution – combined for global revenue of over KRW 82 trillion in 2023. LG is a leading manufacturer of consumer and commercial products ranging from TVs, home appliances, air solutions, monitors, automotive components and solutions, and its premium LG SIGNATURE and intelligent LG ThinQ brands are familiar names world over. Visit www.LGnewsroom.com for the latest news.
View original content: https://www.prnewswire.co.uk/news-releases/the-state-of-global-optimism-revealed-by-lg-in-new-survey-302337561.html