But the reports aren't specifically "are you happy?" Are they?
Like WHR uses specific quantifiable questions. Like about how much corruption in a part of government, do you typically help strangers, etc.
I definitely think it's highly subjective of course, and as a US ex pat who lives in Scandinavia the willingness to complain is so low here. But some parts of this are just a bit objectively better, so I don't think it's wildly off base that Scandinavia has high happiness