Gross National Happiness in Bhutan

by Tom Miller

Squeezed between India and China, Bhutan is a tiny mountain kingdom with a unique perspective on national culture.  In an effort to fight back against the growing burden of what Bhutan considers to be negative influences from pop culture, Bhutan’s leaders have determined that establishing, promoting and measuring “Gross National Happiness (GNH)” would provide a solution that adulation of David Beckham and 50 Cent could not.  A person responsible for the establishment of this new policy noted, “How does a small country like Bhutan handle globalization?  We will survive by being distinct, by being different”.

Happiness domains being observed include psychological well being, ecology, health, education, culture, living standards, time use, community vitality and good governance.  These domains are analyzed and even placed in a formula to determine the final measurement of GNH.  Will it spit out an end result that is meaningful?

Who knows?  But I think it’s cool that Bhutan is making the effort to be a place where people live with purpose and meaning.  Measuring Gross National Happiness won’t make Beckham and 50 Cent go away, but it will create an environment where citizens of Bhutan can see the big picture regarding what makes them unique and why that’s worth nurturing.  Effectively, Bhutan is creating a cultural growth and brand management campaign!

I think companies can learn from what Bhutan is doing.  What’s unique about your company?  What is it about your culture that everyone needs to know about…to practice…to be proud of…to sustain and grow?  The answer to questions like these will provide a road map toward greater levels of employee engagement and brand growth.

Getting a handle on the identity of your culture and your brand (and the synergy between the two) will enable you to more accurately target your Recognition and Reward System as well as your marketing efforts.

Regards,

Tom

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