January 6th, 2026Australian lamb takes on World Happiness Index
The highly anticipated annual summer Australian Lamb ad is back, and this year it tackles the news that Australia dropped out of the World’s Top 10 Happiest Countries List for the first time ever in March last year. Sitting at 11th, Australian Lamb believes the official index doesn’t capture what really makes us happy.
Proving just how uniquely Aussie our version of happiness really is, this year’s ad highlights the moments that encapsulates the unmistakable Aussie way of life. From sausage sizzles at the hardware store, to ducking into the shops in your swimmers: the ad reminds us that happiness isn’t about rankings – but about togetherness, the outdoors, and a good lamb meal being shared.
Backing this up, Australian Lamb conducted its own research, polling real Aussies in its own national Australian Happiness Census.
The results? We’re a happy bunch, with 3 out of 4 (74%) saying that we’re happy most days, or even going so far as to say always. Across the population the average score of happiness was a solid 7.3 out of 10, with Millennials leading the way (85% say they are either happy most days or always). The keys to Aussie happiness include spending time outdoors, our friendly people, and our beautiful wildlife and nature.
It’s no surprise that eating lamb also correlates with Aussies being happier than those who don’t. Half of Australians (49%) said it should be a weekly ritual, with roast leg of lamb topping the list among happy Aussies (52%), followed by chops (42%) and cutlets (39%).
The research also uncovered other happiness boosters: getting outdoors three to four times a week makes Aussies nearly three times more likely to feel good always, than those getting outdoors less often. Cracking a beer with anything rates at 7.5/10. Even early-morning run-clubbers get bragging rights, with 86% claiming happiness after their 6am jog and coffee ritual.
Australians’ unique quirks and etiquette also show why the World Happiness Index may not quite ‘get’ us. For example, 41% think calling someone ‘Cupcake’ could be offensive, while ‘Mate’ or “Legend” is generally foolproof – with only 7% of Aussies considering these as no-go. These little cultural twists make us delightfully Aussie.
Nathan Low, General Manager for Marketing and Insights at MLA, said:
“At first glance, the World Happiness Index might suggest Australians have lost their spark. But our research tells a different story – happiness here isn’t about rankings, it’s about togetherness, shared experiences, and the simple joys that make life distinctly Aussie. Nothing brings people together like an epic lamb BBQ, and this campaign celebrates the humour, camaraderie, and unmistakable Aussie spirit that keep us smiling every day.”
Watch the long-form film via the Australian Lamb YouTube page or view the content at www.australianlamb.com.au.
