This ad is appearing in consumer magazines in Québec such as Coup de Pouce. The headline claims that Quebeckers are the happiest people in Canada. The body copy goes on to ask if your glass is half full.
The ad seems to be part of an effort to communicate the idea of a “Silk pause bonheur” (a Silk happy break). In English, the brand delivers “happy facts” on its Facebook page (e.g. dancing can increase happiness).
There is nothing in the magazine ad to support the claim that Quebeckers are the happiest Canadians. And we couldn’t find supporting data on the brand’s website or on its Facebook page.
So here’s the “happy fact” from the Centre for the Study of Living Standards’ report on the determinants of the happiness of Canadians. (Canadians Are Happy and Getting Happier: An Overview of Life Satisfaction in Canada, 2003-2011)
The CSLS measures life satisfaction, the key measure of happiness.
Over the 2003-2011 period, Nova Scotia had the highest average per cent of the population reporting being satisfied or very satisfied with their life in general at 94.1 per cent, a level of satisfaction notably higher than all other jurisdictions. Quebec ranked second at 93.2 per cent, followed closely by Newfoundland and Labrador at 93.0 per cent. Life satisfaction was lowest in Nunavut at 90.6 per cent. Ontario ranked second lowest (91.0 per cent) and British Columbia third lowest (91.1 per cent).
Among the 36 CMAs (Census Metropolitan Areas) in Canada, Québec, Trois-Rivières, Peterborough, Ottawa-Gatineau (QC) and Saguenay had the five highest average percentages of the population reporting being satisfied with life in general in the 2003-to-2011 period (Chart 7). The average for the top five CMAs was 93.9 per cent, 3.3 percentage points higher than the average for the bottom five CMAs (90.6 per cent). The five CMAs with the lowest per cent of the population reporting being satisfied with their life in general were Winnipeg, Vancouver, Kitchener, Windsor and Toronto.
Whether or not drinking Silk Almond milk contributes to happiness has yet to be scientifically proven.
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