Kantar Romania launches the Life Satisfaction in CEE 2024 report. The study reveals how satisfied the inhabitants of Central and Eastern Europe* are with their lives in general and regarding different aspects: family, career, social life, income or political life. The research also addresses the current threats people perceive, as well as attitudes towards work-life balance or a healthier lifestyle.
How the world is seen today
Today’s world is seen as dominated by issues such as wars, conflicts, terrorist attacks, climate change, economic crises and a generally uncertain future. For Romanians, the increase in poverty and economic polarization are more worrying phenomena than for the rest of the region.
The main threats to a good life
War is the biggest external threat for half of the population in Central and Eastern Europe* (52%), followed by rapid and significant increases in the prices of goods and services (37%) and migration, refugees (36%). Romanians are similarly worried about the war (50%) and the increase in prices (37%), but – compared to the average of the region – they are significantly more worried about: the increase in poverty (43% vs. 29%), possible food crises or water for longer periods (24% vs. 12%) or deepening economic differences between people (27% vs. 20%).
But people want to be happy, even in the most difficult times. How satisfied are they with their lives now?
On the one hand, yes, most people in Central and Eastern Europe are satisfied with their lives, at a moderate level, with family being the key factor in the positive assessment.
In terms of overall satisfaction with their life, measured by the TRIM** index, Austria (66), Romania (65) and Bulgaria (58) exceed the regional average level of satisfaction; while in the Czech Republic (54) satisfaction is on average, and Slovakia (46) and Hungary (36) score below the satisfaction average for the countries evaluated.
Austria has the highest satisfaction levels across all three dimensions: family life (77), professional life (66), and social life (68). Moreover, Austria shows the smallest gap between satisfaction with family life and professional/social life, suggesting a better balance and potential influence of family life on the other two dimensions.
Romanians are relatively close to Austria’s level of satisfaction with family life (73) but show a larger gap when it comes to professional life (58) and especially social life (54 vs. 68). Thus, for Romanians, we see a greater disparity between satisfaction with family life and the other two areas, professional and social.
Apart from Ukrainians, Slovaks and Hungarians show the lowest satisfaction levels across all three dimensions.
Romania’s second place in the regional satisfaction ranking may seem contradictory given that a high percentage (43%) of Romanians are concerned about rising poverty, a figure well above the regional average.
Carmen Pătrașcu, CEO of Kantar Romania, explains: “We know from other studies that Romanians are among the most satisfied Europeans with their current lives. The high satisfaction with family life (77) reported in our study may indicate that family acts as a compensating factor for their various concerns. Family provides a strong emotional and social support that can buffer the negative effects of economic uncertainty.
These results may also reflect realism or caution: Romanians may be satisfied with their current situation, yet anxious about the future due to economic uncertainty and perceived vulnerability to economic shifts. Many still remember the 2010 crisis quite vividly.”
How Much Do Finances Help? The Influence of Household Financial Satisfaction on Overall Life Contentment
Satisfaction with household finances follows a similar pattern to overall life satisfaction, with the highest scores in Austria (77%), followed by Romania (75%), Bulgaria (70%), the Czech Republic (69%), and Slovakia (64%), while lower scores are found in Hungary (52%) and only 33% in Ukraine.
There is an inverse relationship between income satisfaction and concerns about the future: the less satisfied people are with their income, the more concerned they are about their financial future. Even in more optimistic countries, such as Bulgaria, Romania, and Austria, half of the population is worried about future finances. In the Czech Republic, Slovakia, and Hungary, concerns are even higher (around 70%), and in Ukraine, the level is particularly high due to severe existential uncertainties.
Disillusionment with the Political System Across the Region
Only 1 in 5 people in Central and Eastern Europe are satisfied with the direction of democracy in their country, the quality of governance, and their political representatives. However, there is one exception: in Austria, scores across all aspects of political life (measured before the September 2024 parliamentary elections) are twice the regional average. Still, even there, less than half of the population is satisfied with the state administration, the development of democracy, and only 30% are pleased with their political representatives. Satisfaction with political life remains very low in post-communist countries (typically below 20%, with a slight exception in the Czech Republic), where citizens in all countries show considerable skepticism.
Romania is No Exception: Only 1 in 10 People Satisfied with Political Representation
Romania is no exception, with only 1 in 10 people satisfied with their political representation (president, government, parliament, etc.), ranking among the lowest alongside Ukraine (9%), Bulgaria (13%), and Hungary (14%). Romanians are equally dissatisfied with the independence of the judiciary (12%) and the functioning of public administration (local councils, central authorities, ministries, etc.), with only 15% expressing satisfaction.
In Search of Meaning and Balance
In our region, finding meaning is a core value for most people. Approximately 80% in each country agree with the statement, “Lately, I have thought more about how I spend my time and which activities are more meaningful to me.” Romania records the highest level, with 87% agreeing.
More than half of the population in Central and Eastern Europe wants to live more and work less (with fewer expressing this in Hungary and Ukraine). This balance, between work and personal life, is most desired by people in Bulgaria and the Czech Republic.
The desire for a healthier lifestyle is not just a media trend but an important goal for half of the population in Austria, Romania, Hungary, and Bulgaria. Meanwhile, Slovaks and Czechs are less concerned about this, with only around one-third expressing interest.
Implications for Marketing Teams
What do these findings mean, and what are the implications for marketing teams managing brands in Romania? “From Kantar’s Blueprint for BrandGrowth meta-analysis***, we know that brands grow when they are distinctively relevant to a larger audience. Given that 43% of Romanians are concerned about increasing poverty and 58% are anxious about their financial future, brands positioned as solutions to economic concerns – such as affordability or good price-to-quality ratio – can resonate more strongly with consumers now. This differentiation is essential in a market where economic anxiety is widespread.
Moreover, for Romanians, family is a fundamental pillar of their high life satisfaction. Brand managers can leverage this by creating campaigns and activations that emphasize the value of family and close social relationships, providing benefits that cater to the need for care and security.
In addition to socio-economic issues (poverty, illness, polarization), which particularly concern Romanians, there are also worries about the environment and climate change (environmental degradation, natural disasters, temperature fluctuations). For instance, Romanians are twice as concerned as the regional average about potential food crises or lack of clean drinking water – these are significant aspects of sustainability.
Starting in 2025, companies with over 50 employees will be required to publish sustainability reports. According to Ministry of Finance data, more than 4,000 companies will need to comply. These companies must understand what consumers expect from their industry in terms of sustainability, as expectations vary by sector.
The data highlights significant dissatisfaction with political representation and socio-economic conditions, which can lead to consumer apathy among Romanians. Brands that engage emotionally and socially – perhaps by supporting local communities or addressing social issues – can forge stronger connections and make their products more appealing.
Finally, our report shows that most Romanians aspire to a healthier lifestyle and better work-life balance. Brands innovating around these themes – such as healthier product lines or wellness initiatives – can tap into these consumer needs, expanding their market reach,” explained Mădălin Vladu, Senior Director, Brand & Sustainability Lead at Kantar Romania.
*Study details: Quantitative study, carried out online, on a representative sample for the population aged between 18 and 65, at national level (urban in Romania). Data collection was carried out in August 2024 Countries and sample size: Austria N=989, Romania N=380, Bulgaria N=379, Czech Republic N=4432, Slovakia N=365, Hungary N=394, Ukraine N=441.
** The TRI*M index measures overall life satisfaction. It combines an “absolute” dimension (how satisfied you are with your life so far) and a “relative” one (how you rate it compared to other people’s).