Since the late 1990s, the idea of building a national brand has prospered and spread across all latitudes, including Latin America. Brazil strives to be the economic and diplomatic giant associated with the eternal image of the “cordial man”; Chile aims to be a destination of stability and adventure; Peru highlights its Inca heritage and its blend of ancient mystery with mystical and epic landscapes. In the case of Costa Rica, the implicit connection of its main national attribute is not linked to geographical features, historical legacy, or economic achievements but to the lifestyle philosophy known as “pura vida.”
The uses of “pura vida” are many, from greetings and farewells to referring to one’s mood. “Pura vida” has become part of the Costa Rican DNA; however, there is no consensus on its origin. Some researchers trace its origin to the first European settlers who used these two words to describe the territory, just as they did with the country’s name, Costa Rica. One recent theory connects it to the 1956 Mexican movie Pura Vida, starring actor Antonio Espino Clavillazo, according to research by philologist and linguist Víctor Sánchez Corrales. But, as mentioned earlier, there is no common agreement on its origin; it is simply part of the lifestyle.
The consulting firm Borge y Asociados, based in San José, conducted a study asking Costa Ricans about the values reflected in the expression and national idiosyncrasy known as “pura vida.” According to the study, 41% indicated that it represents “well-being,” and 10% said “happiness.” A prosperous country is not just one that creates economic wealth but one where its population lives in a state of overall well-being. Since 1948, Costa Rica has been a pioneer in successfully developing public policies that promoted the welfare state for decades, resulting in the material and social security and comfort of its inhabitants.
This supra-economic dimension of well-being characterizes the new wave of research on the factors of personal and collective fulfillment in each country. According to the U.S. National Wellness Institute (NWI), well-being essentially involves “functioning or acting appropriately in the environment in which we live,” but to achieve this, different aspects must be strengthened. In the case of the NWI, it proposes focusing on six pillars: spiritual, physical, intellectual, occupational, emotional and social well-being.
However—without falling into naivety—if the omnipresence of “pura vida” captures the experience and aspiration of “well-being,” why is this benefit or quality not so palpable in our daily lives? The same Borge y Asociados survey indicates that there is an expectation of personal fulfillment associated with spirituality (42%), followed by emotional satisfaction (19%). At the national level, the aspiration to spirituality is even higher (49%), followed by the importance of the occupational dimension (22%), completing the image of “well-being.”
Given the importance of the dimension of spirituality, the study delved deeper into understanding it, seeking to know to what extent this notion coincides with that explored by global research such as the NWI. For this study, “spirituality” is understood as “when a person learns to live each day of their life in coherence with their values and beliefs, while also respecting the values and beliefs of others.” Ultimately, it’s a very earthly notion of respectful reciprocity, like: “Treat others as I would like to be treated.”
According to the survey, more than 8 out of 10 Costa Ricans feel fulfilled in the spiritual aspect, attributing a high degree of fulfillment to it. Next comes the intellectual dimension, where 7 out of 10 Costa Ricans perceive themselves as satisfied, highlighting the relevance of this aspect of their well-being experience. Following closely are the emotional and social dimensions, where just over two-thirds of the nationals interviewed feel fulfilled. In a distant last place, with only half (less than 54%) of the population expressing satisfaction, is the occupational dimension.
The importance of the material aspects enabling fulfillment in more abstract areas such as emotional, intellectual, or spiritual cannot be disregarded. The notion of “pura vida” may have a philosophical component and a lifestyle or way of looking at and reflecting on the surrounding reality, but that doesn’t mean it isn’t rooted in a material base that facilitates full experiences, such as the opportunity to be included in the labor market.
The message for national leaders is clear. Costa Ricans shy away from the incendiary and polarizing rhetoric of their neighbors thanks to the entrenchment of a spiritual and intellectual interpretation of their lives, but this doesn’t make them immune to feeling uncomfortable and concerned about more tangible aspects of their existence, such as the occupational. The need to balance the various aspects relevant to a fulfilling life remains as vital as ever.
Autor
Director y consultor de la consultora Borge y Asociados. Master en Asesoramiento de Imagen y Consultoría Política de la Universidad Pontificia de Salamanca, España.
