MONEY AND HAPPINESS: WHAT CANADIANS REALLY NEED TO FEEL SECURE AND SATISFIED

Most of us think we would achieve long-term life satisfaction and be happier if only we could make more money. But the data around money and happiness is a lot messier than that simple equation. Here's why.

There’s nothing quite so delicious as watching miserable billionaires on a prestige television show like Succession. Sure, the characters have fabulous Manhattan penthouses, private jets, and top-of-the-line everything, and yet, they’re all still miserable. What a salve it is to presume that the uber-rich are just like us — no matter how much their net worth is, they still can’t figure out how to buy joy, contentment or satisfaction.

In real life, however, more than half (51%) of Canadians say rising costs have negatively impacted their mental health, and 63% feel money worries are their top source of stress, according to a 2023 Ipsos survey. This reinforces the idea that financial security — not luxury — drives much of Canadians’ day-to-day happiness.

So, what does the research say about the connection between money and happiness? Does greater wealth lead to a happier life? Or is it foolish to think that money can buy happiness?

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How do psychologists define happiness?

Before we can answer those questions, we need to clarify the meaning of happiness, at least in psychological terms. Psychologists typically distinguish between two types of happiness: evaluative well-being and experienced well-being.

• Evaluative well-being is how satisfied people are with their lives when they take time to pause and reflect.
• Experienced well-being is a measure of the positive or negative emotions people feel at any given time.

“Happiness includes the experience of joy and contentment in the moment — say, eating a slice of cake or getting a ‘like’ on Instagram—but also a sense that life is good, meaningful and worthwhile,” says Gillian Mandich, founder of the Toronto-based International Happiness Institute of Health Science Research.

What’s the connection between wealth and happiness?

A number of research papers, including an oft-cited 2010 landmark U.S. study by behavioural economists Daniel Kahneman and Angus Deaton, show that as household income goes up, so does life satisfaction (a.k.a. evaluative well-being). Daily emotional happiness (or experienced well-being) on the other hand only improves with higher earnings up to a point — once household income hits a threshold of about US$75,000 annually (or US$96,000 in today’s inflation-adjusted dollars) day-to-day happiness levels off. However, financial experts suggest a Canadian household requires at least C$85,000 to C$100,000 annually in urban centres like Toronto or Vancouver to feel financially secure. Unfortunately, in Canada the median after-tax income for households was C$70,500 in 2021, according to Statistics Canada, but given rising housing and food prices, many families find this insufficient to cover basic needs.

A more recent study from 2021, however, found that both overall life satisfaction, as well as day-to-day happiness, actually continue to go up with higher incomes without any threshold. (Although it’s important to note the vast majority of the 33,391 study respondents earned less than US$200,000, so it’s possible that a threshold of diminishing returns for happiness does exist, but is somewhere beyond that figure.)

The study’s author, Matthew Killingsworth suggests a couple of reasons behind these findings.

First, larger incomes often give people more control over their lives, which can also reduce their suffering. Indeed, when subjects were asked how in control of their lives they felt, their sense of control accounted for three-quarters of the association between income and emotional well-being.

The second determinant of subjects’ happiness relative to income was the subjects’ perceptions of money. Subjects across all income ranges were asked the question “To what extent is money important to you?” and their answers were strongly linked to their experienced happiness. Low earners were happier if they thought money was unimportant and high earners were happier if they thought money was important.

What’s the takeaway? On average, wealthier Americans are happier than poorer ones, but this sense of happiness is also contingent on factors such as how much freedom their money gives them and their outlook on finances in general.

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Does happiness depend on financial success?

The answer to that is, it depends. Killingsworth’s study reveals some surprising results. The more that subjects equated money with success, the lower they experienced well-being. This was true at all income levels; even those with the highest earnings felt less day-to-day happiness if they conflated money with success, compared with those who thought of success as being independent of money.

In other words, the very concept of “financial success” is antithetical to happiness. This finding can go a long way toward explaining why financially “impoverished” people living in cultures that define success as having health, family, and a connection to nature may feel an abundance of day-to-day well-being, while many so-called wealthy people in Western cultures do not.

“The image in North American culture is that if I have this car, this house, this boat, then I’m going to be happy,” says Mandich. And while that way of thinking can lead you down the wrong path — where more is never enough — there are specific ways in which people can spend the money they have to increase their experienced well-being, as explored below.

How to actually buy happiness

Money can both help and hinder the pursuit of happiness, depending on how we spend it. Here are a few ways spending influences happiness, according to the research.

Buy the tools for self-improvement

Humans are remarkably adaptive creatures. That means we get used to the material goods we buy, and any joy we might initially feel from having them quickly dissipates. This “hedonic adaptation” can apply to both small and large purchases, anything from a new outfit to a new car. A notable exception, however, is products that are used for experiences, such as sporting goods (e.g., skis, skates, golf clubs) or musical instruments, according to a 2015 study, as they can lead to greater feelings of competence.

Buy experiences over material goods

A sort of corollary to the above, research shows that money spent on experiences such as concerts, trips, restaurant meals and sporting events is associated with significantly greater happiness than money spent on material purchases like furniture, clothing, or jewelry.

According to Destinations Canada, Canadians are spending more on local travel post-pandemic. A 2023 report shows domestic tourism spending in Canada hit $69 billion, with Canadians reporting higher satisfaction from trips than from major purchases.

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Buy yourself some time

A 2017 study by UBC psychology professor Elizabeth Dunn found that working adults across the income spectrum reported greater happiness and overall life satisfaction after spending money on a time-saving purchase, such as grocery delivery or lawn-care service, than on a material purchase.

Accordint to Statista, ddemand for grocery delivery in Canada grew 42% between 2020 and 2022, and survey respondents said the convenience improved both stress levels and family time.

Buy more for friends, family, or those in need

Another Dunn study found that spending money on others was particularly rewarding when people were able to see the difference their generosity made; when they felt a sense of social connection to the person or cause they were helping; and when they had a choice about how and when to give. This applies to charitable giving. You’ll feel happier if a charity outlines the specific impact your donation will have. Presents you give to family or friends also boost your sense of satisfaction.

According to CanadaHelps, Canadians donated $11.8 billion to charities in 2022, with studies showing giving boosts emotional well-being, especially when donations have visible impact.

How to live a “rich life” (without going broke)

Taking the above research (and other studies) into account, there are definitely some happiness “hacks” you can use to improve your well-being and feel enriched, no matter what your income level. These are a few to try, according to Mandich.

• Count your blessings. While it’s natural for humans to compare ourselves to those who have more than us, you can overcome that tendency by taking time to appreciate what you do have. “Gratitude shifts the lens of how we see things,” she says. “When you look at what you have right now, you’re not living in the future or past, it brings us into the moment. To me, that’s true wealth.”
• Savour the small stuff. Bringing your attention to things through gratitude can then help you really squeeze the most enjoyment out of what you have. For example, if you splurged on a pair of super warm and comfy winter boots, try to focus on how good it feels every time you wear them. “Happiness is a practice, not a destination,” says Mandich. “Savouring is a great way to find happiness on the journey.”
• Do for others. Whether it’s shovelling a neighbour’s driveway, buying a coffee for a stranger at the cafe, or simply giving a compliment, these small gestures are a surefire way to create happiness. “You’ll not only increase your happiness, but the person on the receiving end will also get a boost, and so will anyone who witnesses that kind act,” she says.
• Carve out time for friends and family. “The number one factor for happiness — above money, occupation, gender and age — is social connection,” says Mandich. Ironically, the very same devices that allow us to stay in touch with others can get in the way of our happiness. For example, Dunn has conducted experiments that show when people had access to their phones during a dinner out with friends and family, they enjoyed it significantly less compared to groups that did not have access to their phones. So, put electronic devices away if you can.

Bottom line

At the end of the day, money matters — but only up to a point. For Canadians, happiness often comes from financial security, social connection, and meaningful experiences rather than wealth alone. As rising living costs put pressure on households, the real question may not be “Can money buy happiness?” but “How can we spend money in ways that actually make us happier?"

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Sources

1. Ipsos: Eight In Ten (79%) Canadians Really Need a Summer Vacation, But Many (67%) Will Scale Back Their Plans Due to Inflation (May 24, 2024)

2. PNAS: High income improves evaluation of life but not emotional well-being (August 4, 2010)

3. PNAS: Experienced well-being rises with income, even above $75,000 per year (January 18, 2021)

4. Journal of Consumer Psychology: To have in order to do: Exploring the effects of consuming experiential products on well-being (January 2015)

5. Matt Killingsworth, Ph.D: What makes life worth living? (2025)

6. PNAS: Buying time promotes happiness (July 24, 2017)

7. University of California Press: Under What Conditions Does Prosocial Spending Promote Happiness? (January 10, 2020)

This article provides information only and should not be construed as advice. It is provided without warranty of any kind.

2025-08-29T10:38:19Z