‘Share a Smile’ campaign launched in light of national rut.
As the UK hits January Blues, new data reveals that nearly 75% of people living in Cornwall describe themselves as ‘happy” and smile or laugh every day.
The findings from a snap poll conducted this month by leading UK adventure park brand Hangloose Adventure on 400 UK adults shows that Cornwall is bucking the national mood.
Nationally, the research points to a slump, with less than half of Brits (39%) describing themselves as happy and over a quarter (27%) sad or angry. More than one in five occasionally or rarely smile with cost-of-living pressures, work stress and financial worries weighing heavily on how people feel day-to-day.
Cornwall respondents on the other hand report a more positive outlook with 30% at their happiest compared to previous years.
When asked what contributes most to their happiness, those living in the county place a stronger emphasis on personal relationships and shared experiences than the national average. Nearly four in ten (39%) say a happy marriage or relationship is the biggest factor, compared to just over a third nationally. A further 31% highlight being in a loving relationship, while 24% say improvements to their health and wellbeing help lift their mood.
Social connection also stands out locally. Around one in five locals say close friendships and an active social life play an important role in keeping them feeling positive, highlighting the value of spending time together.
Wider tracking data available through YouGov’s Britain’s Mood Tracker shows no sustained improvement in how Britons say they have felt over the past 18 months, making Cornwall’s more upbeat responses a notable contrast during a challenging period.
David Bellamy, author and ex-founder of the Happiness Lab commented on Hangloose Adventure’s findings: “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.”
Aiming to counter the wider dip in national mood, Hangloose Adventure, which has sites at the Eden Project near St Austell as well as Bluewater in Kent, has launched its ‘Share a Smile’ campaign, encouraging people to step away from everyday pressures and try something new together. The initiative focuses on shared experiences and connection, reflecting what many Cornwall residents say matters most when it comes to their happiness, while pushing to raise the nation’s mood as a whole.
As part of the campaign, the adventure park is tracking smiles through a live on-site “smile counter”, as well as encouraging visitors to nominate someone who makes them smile to take on a challenge together. They have also created a campaign video showcasing all of the smiles received on site, with many expressing fear, turned into utter joy.
Brian Phelps, Managing Director of Hangloose Adventure, says: “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.”
Matt George, 46, from Kernow Coasteering in Cornwall, explains how doing adrenaline-filled adventure activities can lead to happiness: “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 operates adventure experiences at both the Eden Project in Cornwall and Bluewater in Kent, with its Eden park home to England’s fastest and second longest zipwire. Their adventure activities offer people the chance to reconnect, try something new, and enjoy shared moments away from everyday routine.
From 24 to 31 January, Hangloose Adventure is running their biggest offer yet with a 40% off deal across both locations. The promotion is designed to encourage people to celebrate the end of January, widely regarded as the longest month of the year, with a certified smile, while getting their February half-term adventures pencilled in.
The offer applies to all attraction bookings, including vouchers.
