**‘Where Has Joy Gone?’: Over 10 Million Britons Report Struggling to Find Happiness Each Month**
A recent nationwide study has revealed a surprisingly bleak snapshot of the nation’s state of mind, with more than 10 million adults across Britain admitting they struggle to find even one single moment of joy over the course of a month. This data, representing 16% of the adult population, highlights a concerning absence of happiness in everyday life for a significant portion of people in the UK.
The research, undertaken by the discount retailer QD (qualitydiscounts.com), surveyed 2,000 British adults to better understand where people are—or aren’t—finding happiness in their daily routines. According to the findings, there is a pronounced desire amongst the British public to seek out joyful experiences, with an overwhelming 94% expressing the importance of finding happiness in “the little things.” For many, this could be as simple as enjoying a comforting cup of tea or coffee, which emerged as the nation’s top choice for a quick mood boost, with 62% listing it as their favourite pick-me-up.
Beyond the humble cuppa, the study found that music (54%) and acts of kindness, such as helping someone else (49%), also ranked highly as ways Britons try to lift their spirits. Nearly half of those polled said that a good chat with friends or enjoying a sunny day are vital sources of happiness for them. Despite the sometimes modest nature of these joyful moments, 89% acknowledged that they can have the power to turn an otherwise bad day around.
The pursuit of happiness isn’t just self-serving, either. More than eight in ten participants (84%) indicated that being kind to others boosts their own mental health. Additionally, 83% reported that they had engaged in a kind act for someone else within the past month. This trend suggests a strong recognition of the positive ripple effects that small, thoughtful gestures can have—not just on recipients, but on givers as well.
In an effort to combat the growing joy deficit, QD has announced the launch of its “40 Acts of Joy” campaign, enlisting television personality Jake Quickenden as its ambassador. Over the next six months, the campaign will be dedicated to spreading happiness among customers, staff, and local communities—with Quickenden, aged 36, expressing his enthusiasm: “Sometimes it’s the smallest acts of joy that create the biggest impact, whether that be a kind word, a simple gesture or a moment of connection. At QD, they’re pledging to make that difference, one small joy at a time, and I’m excited to be part of the movement.”
The initiative coincides with QD’s 40th anniversary as a retailer, a milestone that brand and marketing manager Nisha Collins believes is particularly fitting for launching a campaign designed to uplift and inspire. “Our survey demonstrates just how important it is for us to recognise and enjoy the small moments in our lives,” Collins explained. “QD has committed to bringing value and joy to our customers for 40 years now, and to celebrate our 40th anniversary we’re delighted to announce our 40 Acts of Joy. Our initiative will continue to bring happiness to our customers, our communities, and hopefully will inspire others to pass it on.”
The campaign comes at a time when 82% of Britons agree that joy is “contagious,” further reinforcing the idea that shared positivity can help reverse the current trend of widespread unhappiness. As mental health and well-being remain at the forefront of public discourse, initiatives like this highlight the vital importance of community, connection and kindness.
While the research underscores a concerning reality—that millions are now struggling to find happiness—the figures also reveal a collective determination to seek out joy, however fleeting. Whether it’s in a shared laugh over a cup of tea, a song on the radio, or a small act of kindness, Britons retain a strong belief in the power of the little things, and a hope that happier times can still be cultivated, one moment at a time.
For more information about the “40 Acts of Joy” or to locate your nearest QD store, further details are available on their official website.