Who says Europeans are more happy in adapting a work-to-live attitude than their American counterparts, known as a group who mostly lives to work? Certainly not a new Harris Poll that finds Americans “much more happy” with their lives and “much more optimistic” about their future than Europeans. This is clearly good news for U.S.-based marketers, noted Humphrey Taylor, chairman at the Harris Poll. “High expectations have a high correlation with strong consumer confidence and tend to increase purchasing activity,” Taylor said. “When expectations are low, it’s harder to market new fashion, let alone sell more things.”
More than twice as many Americans, or 57 percent, say they are “very satisfied” with their lives, compared with an average of 21 percent of Europeans. Forty-nine percent of Americans think their lives have improved in the past five years, versus an average of 36 percent of Europeans. And 63 percent of people in the U.S. expect their personal situation will improve in the next five years, against 40 percent in Europe, on average.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"