Formerly known for its soft food and long, harsh winters, Finland has been named the “happiest country in the world” for the fourth time in a row and uses the title to improve its image abroad, boosting tourism and business.
As of 2018, the global ranking “World Happiness Report” systematically places the Nordic country bordering Russia at the top, where many of its 5.5 million inhabitants – by admission – describe themselves as fairly calm, a little melancholy and a little prone to overflowing with joy.
“When I first heard him and I don’t think I’m the only one, I started laughing,” TV producer Tony Ilmoni told AFP on the snowy streets of Helsinki, with Finland winning its fourth title on Friday.
The United Nations-sponsored global study aims to quantify individual satisfaction, based on welfare surveys from 149 countries that take into account GDP and perceived levels of solidarity, individual freedom and corruption in each country.
This methodology is sometimes challenged, but for ten years it has been used as a public barometer for the UN’s “World Happiness Day” every March 20.
Through its efficient public services, low crime and inequality and high level of trust in the authorities, Finland has carved a niche in a ranking that has already crowned other Nordic countries, such as Norway and Denmark, which are now in place. second.
Even the rate of suicides, which used to be shady, has halved since the 1990s.
The title of “the happiest country in the world” was above all a blessing for Finnish tourism and promotion managers, who quickly confiscated it.
“Who wouldn’t want to live here?” –
“It’s very powerful, exciting and evocative to say we’re the happiest country in the world. Who wouldn’t want to live here?” Says Joel Willans, a British digital trader based in Finland since the early 2000s. .
Countless companies have used the title to sell their products better or to entice their employees to move here.
Even Finnish cuisine has taken a big step forward: restaurateurs and producers are now promoting the simplicity of its natural ingredients and very practical cooking.
As for tourism, the main driver of the marketing offensive, it saw the creation of “happiness ambassadors” to introduce visitors to the secrets of Finnish well-being.
“People are curious (about our happiness) and want to know more,” explains Paavo Virkkunen, responsible for promoting the country at Business Finland.
The Finnish “brand”? Well, it’s outdoor life, in the vast forests with thousands of lakes, with the mythical sauna and a hint of Santa’s “official residence”.
Before the Covid-19 pandemic, tourism in Finnish Lapland set records.
After four years at the helm, what happens if Finland loses the title? For Joel Willans, this may be one of the weaknesses: accustomed to a low-stress and well-functioning society, Finns’ tolerance of obstacles has been reduced.
But the benefits of the actions will be sustained in the long run, according to Virkunnen. “We grew as a nation, understanding the basics of happiness better than before,” he sums up convincingly.