Forties seen as decade of most happiness


Six in ten Irish people are happy with their current age but the forties is most widely regarded as the decade of peak happiness, a ‘I Love My Age’ survey for General Mills’ Yoplait yogurt shows. Most people consider 43 as the age for peak happiness, with men going for 45 as the best age and women opting for the slightly younger 40.

Former Leinster and Ireland rugby player Luke Fitzgerald and fashion stylist Celia Holman Lee are ambassadors for the I Love My Age’ campaign. Fitzgerald, 29, said every age brings its own challenges and opportunities. His rugby career had its ups and downs with injuries but he had plenty of high points on the international stage too.

He is now looking ahead to a new challenge in his life and career. For him, life is all about embracing the present and looking ahead to the future positively. When asked what people’s top priorities were in life, 68 per cent of Irish adults said family, followed by financial security (17 per cent), finding love (six per cent) and world travel on three per cent.

Having a successful career was also at three per cent and personal health on two per cent. The survey was conducted by iReach Insights in September, based on 1,000 responses from adults in Ireland aged 18 and over. It is nationally representative by age, region, gender and social class. The research is said to have a confidence level of 95 per cent.

MEC created content for the campaign through its Wavemaker tool.

The Yoplait campaign is supported by TV3 and the Irish Independent.

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