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In Comparison With Last Year’s Ranking, Brazil Climbed Five Positions
Finland was considered the happiest country in the world for the 7th consecutive year, according to the World Happiness Report conducted in partnership with the UN. Trust, security, freedom, and transparency present in Finnish society have been essential for the satisfaction of its population. With growing business and career opportunities, the Nordic country has been attracting more and more Brazilians. Currently, about 2.4 thousand Brazilians live in the happiest country in the world.
In comparison with last year’s ranking, Brazil climbed five positions and is now in 44th place. Among the countries in South America, Brazilians are only outdone by Uruguay (26th) and Chile (38th). The Nordic countries occupy the top spots, with Denmark, Iceland, and Sweden following closely after Finland.
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A Brazilian Bianca Alves, 27 years old, moved to Finland in 2021, after securing a position as Latin America sales manager at a software company. At first, she says the climate and cultural differences were a challenge, but today she has adapted and is passionate about the happiest country in the world. “I love living here. For me, Finland is the country with the happiest people in the world, because the services really work. Public transportation is excellent, it’s a safe country, very clean, there is no bureaucracy, and no one interferes with your personal and professional space. Finns also have a very strong trust issue,” she says.
Of Finnish descent but living in Latin America for over 20 years, with the last three years in São Paulo, Heidi Virta, director of Business Finland for Latin America in Brazil and author of the book “How to Be Happier and Worry Less? 10 Clues to Timeless Wisdom,” which will be launched soon, knows the realities of both countries and believes that Finland and Brazil are happy in different ways. “In Finland, happiness is based on social satisfaction themes such as equality and trust between people and institutions, low crime rates, and close interaction with nature. In Brazil, I believe happiness is based on socializing aspects like festivities, music, good humor, strong family ties, and friendships. In Brazil, people help each other and the generosity I found here is impressive,” she states.
Nature
According to the study by the Finnish Happiness Institute (FHI), when asked what makes them happy, Finns always mention the proximity to nature and the opportunities it offers for recreation and relaxation, as well as encouragement for creativity.
“In a well-functioning society, it is fair and equal, people can worry less and focus on living life. Feeling safe is one of our primary needs, and if we are not safe, we cannot relax and reach a state of co-creation and innovation,” explains Elisabet Lahti, PhD, applied psychology researcher, author of “Gentle Power” (2023) and founder of Sisu Lab.
Collaboration
As one of the most competitive and open economies in the world, Finland offers a launch platform for companies. “The anti-stress lifestyle also influences Finnish work culture. Finland is a low-hierarchy country and the balance between personal and professional life is highly valued. When people come here, they also have access to a very unique lifestyle. I welcome individuals as well as companies to Finland to collaborate with Finland and to explore Finnish happiness. We like to think of happiness as being good for business and that happy employees are productive employees,” reveals Johanna Jäkälä, executive director of Finland Promotion Services at Business Finland.
For Heidi, the interest of Finnish companies in building relationships with Brazil is at its peak, currently employing about 15 thousand Brazilians. “We have also seen an increase in the presence of Brazilian companies in Finland, with Suzano and Beontag being examples of Brazilian companies established in the Nordic country. Furthermore, Brazil is going through a very important moment in the global scenario by hosting the G-20 events throughout 2024 and COP-30 in 2025. Brazil has all the conditions to establish itself as a leader in the green economy and we are very happy to work together in the green transition,” she adds.
World Happiness Report
The World Happiness Report (Relatório Mundial da Felicidade) was created by sociologist Luis Gallardo in 2012. The study, which is supported by the UN Sustainable Development Solutions Network, is conducted annually in 143 countries and takes into account six key factors: social support, income, health, freedom, generosity, and absence of corruption.
Learn More
Business Finland is a government organization for financing innovation and promoting trade, tourism, and investments. www.businessfinland.com And Work in Finland attracts talents and startup founders to Finland and helps companies recruit international professionals. www.workinfinland.com
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