Be more Yorkshire

The secret to happiness? Be more Yorkshire

by Northern Life

New research from Sheffield-based Plusnet reveals “Yorkshireness” could be the key to happiness.

“Straight-talking”, “down-to-earth” and “proud” have been identified as key Yorkshire traits that have an increased effect on happiness.

And it’s not just down to having a Yorkshire personality. People who regularly eat Yorkshire puddings, roast dinners and gravy are happier than their peers.

Straight-talking, friendly, down-to-earth and proud… these are all personality traits we associate with Yorkshire. And now new research, released by nationwide communications provider Plusnet on Yorkshire Day (1 August), reveals they may be the key to a happier life, wherever you are in the UK.

The survey of over 2,000 British adults from across the United Kingdom asked people which characteristics they would use to describe someone from Yorkshire, with straight-talking (55%), down-to-earth (54%), proud (38%) and friendly (38%) coming out on top. Overall, people who identified with these traits were found by Plusnet’s research to be happier than those who did not.

The Yorkshire traits that have the most significant correlation to happiness are pride and friendliness. Those who identified with being proud (81%) and friendly (81%) are five per cent more likely to say they are happy compared to the national happiness average (76%), while those who describe themselves as down-to-earth are four per cent more likely to be happier (80%).

When it comes to people from God’s Own Country describing their fellow Yorkshire folk they overwhelmingly agree with the rest of the nation. Over three-quarters say people from the region are typically straight-talking (77%) and down-to-earth (76%); almost two thirds (63%) say they are friendly and half (50%) believe they are typically a proud bunch. What’s more, on average, people from Yorkshire are three per cent more likely to rate themselves as happier than their peers (27%) compared to the national average (24%).

Yorkshire traits are found in people outside of the region, but most commonly across the border in the North West where almost half (48%) said they were straight-talking, over a quarter (28%) said they were proud and two-thirds (66%) said they were down-to-earth.

Yorkshire traditions are alive and well.

Plusnet’s research also reveals that much-loved Yorkshire traditions are alive and well in 2017. Nearly a third of people from Yorkshire drink more than three cups of tea a day (32%) and tuck into a roast dinner once or more a week (36%). Almost half (47%) eat gravy at least once a week and two thirds (66%) can’t go for a month without a Yorkshire pudding. The Yorkshire pudding is such a staple in the region that people from Yorkshire are twice (29%) as likely to eat them at least once a week compared to the national average (15%).

These traditions could also be the key to a happier life as people who regularly eat a roast dinner (more than once a week) are nine per cent more likely to say they are happier than their peers (35%) compared to the national average (24%). Those who can’t get by without a helping of gravy more than at least once a week are four per cent more likely to be happier (28).

TV psychologist Emma Kenny commented: “Yorkshire men and women have such distinct personality traits that are widely recognised and valued across the UK. They are typically straight-talking and proud, but also very down-to-earth and friendly. All these qualities will influence how they act in day-to-day life, which in turn will affect their emotions including happiness.”

Plusnet CEO, Andy Baker, added: “It’s no secret that we love all things Yorkshire here at Plusnet, so to discover that our personality traits and much-loved Yorkshire traditions could actually help increase happiness is the best news to receive on Yorkshire Day! As our call centres are in Yorkshire – there will be plenty of celebrating. Wherever you are in the UK we hope you can join in with the Yorkshire Day celebrations, whether that’s taking our Yorkshire personality quiz or tucking into a Yorkshire pudding… you never know, it may just brighten up your day!”

Plusnet is challenging people across the UK to find out their Yorkshire personality by taking its Yorkshire Day quiz. To take the quiz head to