Cornwall Residents Report Higher Happiness Levels Than UK Average

Nearly three quarters of people living in Cornwall say they are happy, despite a wider slump in national mood, according to new research released this month.

The findings come from a snap poll of 400 UK adults carried out by Hangloose Adventure, which shows Cornwall standing out as the country experiences the so-called January Blues.

Cornwall bucks the national trend

While fewer than half of people across the UK, 39 percent, describe themselves as happy, almost 75 percent of Cornwall residents say they are happy and smile or laugh every day. Nationally, 27 percent say they feel sad or angry, with more than one in five rarely smiling as cost of living pressures, work stress and financial worries take their toll.

In Cornwall, the picture is noticeably different. Around 30 percent of respondents said they were at their happiest compared to previous years, suggesting a more positive outlook locally during a challenging period.

Relationships and connection matter most

When asked what contributes most to happiness, people in Cornwall placed greater importance on personal relationships and shared experiences than the national average.

Nearly four in ten, 39 percent, said a happy marriage or relationship was the biggest factor in their happiness, compared with just over a third across the UK. A further 31 percent pointed to being in a loving relationship, while 24 percent said improvements to their health and wellbeing had helped lift their mood.

Social connection also stood out. Around one in five people said close friendships and an active social life play an important role in keeping them feeling positive, highlighting the value of spending time together.

A contrast to the wider UK mood

The Cornwall findings sit against a broader national backdrop that remains downbeat. Longer-term tracking data from YouGov shows no sustained improvement in how people across Britain have felt over the past 18 months.

Commenting on the results, David Bellamy, author and ex-founder of the Happiness Lab, said:
“In many respects, it’s a little surprising that the data isn’t worse. Once you look beyond the temporal aspect that this is a January survey, what we’re looking at is a perfect storm for most people – the world both locally and globally feels a little less certain than it has in prior years. Most of us feel that through constant news about geopolitical movement and economic woes, but more locally, this generation will be feeling less confident about their own futures – life and work is much more changeable and less predictable than it was 20 years ago. All of this is amplified when we feel we can’t do anything about it.

“As the Cornwall findings show, the counterpoint is community and relationships – humans coregulate, and being part of a tribe is crucial to our ability to cope with challenging situations and conditions. Almost all longitudinal studies of happiness and wellbeing put the quality of our relationships as the biggest determinant of our overall happiness.”

‘Share a Smile’ campaign launched

In response to the national dip in mood, Hangloose Adventure has launched its ‘Share a Smile’ campaign. The company operates adventure parks at the Eden Project and Bluewater, and says the campaign reflects what many Cornwall residents value most when it comes to happiness.

As part of the campaign, Hangloose is tracking smiles using a live on-site smile counter. Visitors are also encouraged to nominate someone who makes them smile to take on a challenge together. A campaign video has been created showing reactions on site, with many visitors expressing fear before taking part and joy afterwards.

Brian Phelps, Managing Director of Hangloose Adventure, said:
“Everyday we see a mixture of emotions coming through our parks, as well as a huge amount of excited faces, some arrive looking stressed, tired or nervous – and may not expect their mood to change.

“Our Share a Smile campaign is all about building social connections and encouraging people to try something new because doing something different, especially with someone else, really can change how you feel. We see people go from anxious to laughing, proud of themselves and buzzing afterwards (the images speak for themselves!) – and those moments and happy memories matter, especially now.”

Adventure, adrenaline and happiness

Matt George, 46, from Kernow Coasteering, also shared his perspective on why adventure activities can boost mood.

“Adrenaline and happiness is the ultimate form of tension and release. The adrenaline part is often a combination of facing your fears, doing something physically demanding, and something that gets the heart racing.

“The happiness often comes after. It’s the reward and feeling of satisfaction you get for having overcome the challenge. This can be an immediate dopamine hit, or a longer-lasting feeling of satisfaction. I can remember a number of adventures where the ‘high’ of the adventure has literally lasted for days.”

Hangloose’s Eden site is home to England’s fastest and second longest zipwire, with activities designed to help people reconnect, try something new and enjoy shared experiences away from everyday routines.

January offer to lift spirits

From 24th to 31st January, Hangloose Adventure is running a 40 percent off offer across both locations. The promotion applies to all attraction bookings, including vouchers, and is aimed at encouraging people to celebrate the end of January, often described as the longest month of the year, with something to smile about.