Somewhere out there is a group of Americans significantly happier than the rest of us. They are happier with their work/life balance, their fitness level, their current weight and their professional success. Oh, and they are much happier with their sex lives too! Meet, “The Choicefuls.” San Francisco-based Amazon Advertising identified this new segment of forward-thinking consumers, constituting 21 percent of the American population, in a recent proprietary study. A member of the Publicis Groupe, Amazon is focused on accelerating the growth of progressive brands; brands that bring something new and good into people's lives. Amazon is skilled at connecting a brand with a broader audience without losing its soul. “The Choicefuls” are forward-thinking consumers who rarely have an internal dilemma between what I want to do, and what I should do. Instead they delight in making the better-for-me and better for the planet choices. They are environmental allies that seek purposeful brands for their personal care and household cleaning needs. They are savvy tech navigators who value the convenience of mobile apps and on-the-go technology. In fact, when asked if they had a choice while being robbed to give up either their cell phone or their pants, “The Choicefuls” were 32% more likely than everyone else to give up their pants. But wait, there’s a catch. Although they seem to lead picture-perfect lives, “The Choicefuls” are simultaneously dreaming of cruising around in muscle cars, and admit to portraying a life on Facebook that’s very different than the one they actually lead. And when life gets too busy, they too choose fast food. “The Choicefuls” are thoughtful consumers and ambassadors of health and wellness but above all, they’re still human.