Joy Report 2025
Cloetta, in collaboration with Ipsos and with academical input from professor Micael Dahlen and philosopher Frank Martela, have extensively researched the topic of joy. Inspired and led by our purpose, we have taken a closer look at the nature of joy, how it manifests and which factors that are at play.
For this first edition, the focus is on the Nordics, where we have researched joy in Sweden, Finland, Denmark and Norway. Below is a summary of the key takeaways from the research.
The ideal joyful moment according to the Nordics:
Spent at home
For Danes, Swedes, Norwegians and Finnish people, home is all about comfort, family, and well-being, and is intertwined with joy. The Nordic lifestyle emphasizes creating a harmonious and inviting domestic atmosphere.
Did you know that the countries in the Nordics all have native expressions to reflect the cultural importance of home as a comfortable place?
Hygge
Koselig and Hjemmekos
Kotoilu
Fika and Hemtrevlig
50% of the Nordic population says their ideal
joyful moment is at home.
Q: Where are you at this ideal joyful moment?
Base: 4,011 adults aged 18-75 years-old (1003 in Denmark, 1006 in Norway, 1000 in Sweden, 1002 in Finland)
Shared with family or close friends
Experiencing joy is significantly intertwined with togetherness and the presence of loved ones. This echoes the Swedish-Finnish proverb “shared joy is a double joy”. It also underlines the vital role of shared rituals in Nordic cultures – both celebratory occasions and quiet times.
“If you can share your joy with someone else, it makes it even more intense. Research on joy, happiness or meaningfulness, shows that other people are a central part of experiencing these emotions. Humans are social animals. We are programmed to enjoy moments together.”
– Frank Martela
The most joyful moments are typically shared, in medium energy
We used the Joy Scope to map out the 10 moments Nordic people consider the most joyful, taking all joyful moments and small things together.
Common perceptions of joy are challenged as the scope reveals that joy is not solely about bursts of energy – it can be triggered in low key moments.
Mostly spontaneous, rather than planned
Joy is not limited to grand achievements or major life events; it can be found in the everyday activities and interactions that often go unnoticed, such as a nice chat with a friend or family member, watching a beautiful sunrise or an unexpected smile from a stranger.
“Joyful moments might be short-lived, but often have a greater impact on our well-being than we might think.”
– Micael Dahlen
Interested and want to learn more? Download the full report here.
About Cloetta’s Joy Report
The Joy Report is an annually published report aimed for the public, academia, and internal use. The report is executed in collaboration with Ipsos, a global leader in market research, professor Micael Dahlén from Stockholm School of Economics and Frank Martela, a Finnish philosopher and researcher of psychology.