Our data shows that the Pleasure attribute is a major driver in the lives of one-third of the population, with a significant proportion being under 44 years of age and male. For Pleasure espousers, having a good time lies at the heart of their lives and is not limited to particular periods of the day, week or year. Their intention is to have as much fun as possible all the time! This is not a trivial aspiration – rather, they see it as an important aspect of their personal philosophy and approach to everyday life.

Pleasure espousers see work and climbing the social ladder as one of the best ways to have fun and feel good about themselves. Being successful is thrilling, particularly if others know about their success. Consequently, Pleasure espousers value the use of work titles and grades, so that they can show how well they have done in comparison to others. And they like to dress to impress, because they feel good when they stand out from the crowd. Even so, social class and personal income do not significantly differentiate Pleasure espousers from others, because most joy stems from a comparison with one’s peers, and feeling a few steps ahead of the game.

Pleasure espousers recognise that their expectations for an exciting life need a lot of personal investment, as well as a willingness to take risks; however, such effort is seen as pleasurable in its own right. By contrast, the drive to have fun can be stressful and exhausting pleasure, in this context, tends to be transient and temporary, so constantly needs to be replenished. There is a danger of over-spending and burn out, because they can find it difficult to pace themselves and to set limits on their pursuits.

Duty, sacrifice and adhering to traditional values do not feature highly in the Pleasure espousers’ lives. Being happy and having fun now is more important than setting long term plans. Long term goals may be useful, as long as they do not detract from pleasure today. Whatever happens, Pleasure espousers remain hopeful and prepared to do something to improve things for the better, even when the road ahead is not clear.