Shocking number of Brits 'go for weeks' without experiencing joy

Daily Mirror

18-06-2025

A staggering 94 per cent of Brits believe it's essential to find joy in the little things, according to the survey of 2,000 adults conducted by discount retailer QD
More than 10 million Brits go weeks on end without experiencing any joy at all, a study shows. The nationwide poll discovered a surprising 16 per cent of people in the UK experience joy less than once every four weeks – equating to around 10.8 million people across the country.
However a staggering 94 per cent believe it's essential to find joy in the little things, according to the survey of 2,000 adults conducted by discount retailer QD - qualitydiscounts.com. A comforting cuppa of tea or coffee was named as the UK's number one mood booster at (62 per cent).
‌
Simple airport duty free trick to bag cheaper beauty and alcohol before arriving
In comparison, some turn to music (54 per cent), and others find helping someone else (49 per cent) brings them a bit of happiness. Having a good chat and enjoying the weather were also found to be significant mood boosters for nearly half of Brits.
‌
Whether joyful moments are big or small, such as celebrating a personal milestone or birthday, 89 per cent of the nation agrees that moments of joy can turn a bad day into a good one.
Not only do Brits seek out little moments of joy, but more than eight in 10 (84%) say being kind to others improves their mental health, while 83 per cent claim they have done something kind for someone else in the last month.
Following the recent poll, QD is launching its '40 Acts of Joy' campaign, with TV personality Jake Quickenden, pledging to deliver joy-filled moments to its customers, staff, and communities over the next six months.
Jake, 36, said: "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."
Meanwhile, the poll showed that 82 per cent of Brits believe joy is contagious. QDBrand and marketing manager Nisha Collins said: "Our survey demonstrates just how important it is for us to recognise and enjoy the small moments in our lives.
"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."