Albania and Kosovo share a common language, traditions, and intertwined history. Yet, when it comes to life satisfaction, they stand at opposite ends of the spectrum.
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| A rainy day in the center of Tirana at "Skënderbej" Square |
Serbia followed in 31st, Bosnia and Herzegovina at 56th, Montenegro at 71st, and North Macedonia at 86th. The index evaluates various indicators of citizens' quality of life, including income, social support, health, personal freedom, generosity, and corruption levels.
So, what explains these stark differences in life satisfaction across countries that share so much culturally and historically?
High Corruption Rates Hold the Region Back
Corruption remains a key factor dragging down happiness across much of the Balkans. Albania ranks 111th in perceived corruption globally, North Macedonia 131st, and Bosnia and Herzegovina 124th — making corruption a significant obstacle to better living standards. Montenegro, Serbia, and Kosovo, however, report lower perceived corruption, ranking 44th, 61st, and 69th respectively.
The corruption indicator stems from two key Gallup World Poll questions:
- Is corruption widespread in your country's government?
- Is corruption widespread in businesses in your country?
Albanians Lack Social Support
Another major factor contributing to Albania’s low happiness ranking is the perceived lack of social support. Albania ranks 111th globally on this index, placing it last in both the Balkans and Europe.
The measure relies on the question: “If you were in trouble, do you have a person you can count on for help?” The percentage of respondents answering "yes" determines the country’s social support score.
Kosovo also scores lower than other regional countries, ranking 70th, but still outpaces Albania. Serbia leads the region (29th), followed by Montenegro (39th), Bosnia and Herzegovina (47th), and North Macedonia (54th).
Kosovo: The Most Generous in the Region, Albania Near the Bottom
One area where Kosovo shines is generosity, ranking 17th globally — the highest in the Balkans. Respondents were asked: "Have you donated money to charity in the past month?"
In contrast, Montenegro ranks lowest in the region (99th), with Albania not far behind (72nd). North Macedonia (46th), Serbia (36th), and Bosnia and Herzegovina (28th) all scored higher.
Freedom to Make Life Choices: Kosovo and Albania Lead
While corruption and social support weigh down happiness in Albania, one positive factor stands out: personal freedom. Both Albanians and Kosovars feel they have more freedom to make life decisions than their Balkan neighbors.
Kosovo tops the regional chart, ranking 28th globally, with Albania close behind in 34th. North Macedonia lags significantly (119th), followed by Bosnia and Herzegovina (89th), Serbia (66th), and Montenegro (61st).
Does Money Buy Happiness?
The data suggests that money alone doesn’t guarantee happiness. Despite being among the poorest in the region and Europe, measured by GDP per capita (77th globally), Kosovars report higher life satisfaction. Factors like freedom of choice, generosity, and lower corruption perception contribute to their well-being.
Albania, with similarly low income levels (65th globally), fares worse because of weaker social support networks, lower generosity, and higher corruption.
Interestingly, Montenegro, with the highest GDP per capita in the region (48th globally), remains among the least happy, surpassing only North Macedonia and Albania. Montenegrins report low freedom to make life decisions and are the least charitable in the Balkans.
Serbia, despite comparable income levels (51st globally) to Montenegro, faces dissatisfaction due to restricted personal freedom and ongoing protests reflecting widespread discontent.
Ultimately, the data paints a complex picture. While income undoubtedly plays a role, the happiness gap between Albania and Kosovo underscores the importance of social trust, generosity, and freedom — factors that money alone can't buy.