Try this experiment. Ask the next person you see what they most want out of life, and no matter what their answer you can guarantee they will have to think about it.
A pause. Then they will probably to say happiness. The pause is to allow their brain to flick through money, more sex and a big house before saying what they know they are supposed to.
This happens because we struggle to know what really makes us happy. Hence the wheels of the happiness industry continue to turn relentlessly, with any number of businesses dedicated to providing us with more happiness and their owners with more money, more sex and a bigger house.
Happiness is a matter of national pride - turn that frown upside down or risk being called unpatriotic. We all want to be like the Scandinavian countries that consistently rank near the top of world happiness league tables. In the most recent World Happiness Report "we" came eighth, but Denmark, Norway and honorary Scandies Iceland and Finland all preceded us.
But just as we find that many of the most admired societies of ancient times, such as the Greeks, only did all that developing because their economy depended on slaves, there is a darker side to the world's happiest countries. Iceland has the world's highest rate of anti-depressant consumption.