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employee of Nielsen.
In the conditions of the financial crisis, it is possible that some will have to change their values. Which nation, even despite the financial crisis, is happier than the rest? This question correspondent BBC BBC Ekaterina Drobinina asked Natalia Ignatieva from the company Nielsen.
Natalia Ignatieva: The easiest way is for those nations that are least focused on material factors, for whom the economic aspects of life are of less importance, and who pay more attention to developing relations with colleagues at work, for whom relations in the family are important. In general, in general, as a rule, crisis situations in the economy make people think about the soul.
BBC: That is, Americans and Europeans will be more difficult, and the Japanese and other Asian peoples will be easier to go through the crisis?
Natalia Ignatieva: Not exactly. The fact is that happiness in these countries, which you have listed, I mean America and Europe, happiness is not always tied up with money. As our study showed, in Latin America, there were the most consumers, who are happy that they have good relations with children and with their families. The same situation is observed in a number of Asian countries. But this does not mean that, say, in the US the main thing is money. As our study showed, the most financially dependent were the residents of Lithuania and Indonesia.
BBC: And what is most important in the US?
Natalia Ignatieva: In the United States it is important to have good relations with colleagues, this is even more important than having good relations in the family.
BBC: And you do not think that this is a certain cunning: in Latin America or some Asian countries have never had much money, so they have very different criteria for happiness?
Natalia Ignatieva: It can happen. Nevertheless, if we take Russia, we have never been a very rich country where the benefits are evenly distributed. At the same time, material prosperity is a very important factor for the nation as a whole, which provides the most significant contribution to the formation of the happiness index.
Natalia Ignatieva: Yes, he is in the first place. In second place is work, career. Relationships in the family, with colleagues, with children – this is already the next level.
BBC: Due to the financial crisis, there may be a reassessment of values?
Natalia Ignatieva: Any economic crisis makes people look for something to rely on to maintain mental and, in general, psychological health.
BBC BBC: Historically, the Russians never had money in the foreground. They became so important after a period of rapid economic growth?
Natalia Ignatieva: I think that this factor played a significant role. Economic relations came to the fore. For too long we were going to this economic prosperity. Too often we have to work harder to earn the same amount.
BBC: Countries with emerging markets and economies have been happier than the countries at a higher stage of economic development.
Natalia Ignatieva: We compared the level of happiness – the index of happiness – with the level of GDP. For example, Canada, the United Arab Emirates and New Zealand are among the group with the rich and happy. The poor and happy are the majority of Latin American countries. Russia fell into the group of poor and unhappy, if you compare the index of happiness and the level of GDP per capita.
BBC: And who is with her in this group?
Natalia Ignatieva: China, Egypt, countries of the former Soviet camp, Hungary, Czech Republic, Latvia, Lithuania, Poland, Turkey. The group is rich and unhappy – this includes most of the advanced economies. In particular, Norway, where the highest level of GDP, and the United States.
BBC: You in Russia demarcated the respondents of men and women. In other countries, you also did it?
Natalia Ignatieva: And in other countries too. If we talk in general for men and women, then there are very interesting observations. For a woman to be happy, it is more important to have a good relationship with others, with colleagues at work, with a boss at work, with children, with friends. And for men, the material factor was more important. For them, too, was an important factor of security, a sense of freedom. And for women, this factor is of less importance.
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