A new wave of psychological research reveals that while money may not buy happiness, using it to reclaim time for your loved ones might be the closest thing to a shortcut. A series of recent studies suggest that for busy couples, investments in services that free up precious hours—like food delivery or hiring cleaners—can be transformed into deeper relationship satisfaction, especially when that time is spent together in meaningful ways. This insight offers a powerful cultural lesson for urban Thai families struggling to maintain intimacy amidst ever-rising work and life demands.
In Thai society, where family and partnership are valued as cornerstones of wellbeing, the findings from the latest research led by a Harvard Business School psychologist and colleagues present a compelling call to action. Although financial prosperity is often seen as a marker of success, the studies argue it’s not wealth alone, but the deliberate use of money to unlock quality moments with loved ones, that best predicts fulfillment in relationships (Psychology Today).
Background research cited in the article notes that many adults worldwide, including in Thailand, struggle to find more than an hour a day for quality time with partners or family due to competing pressures from work, parenting, and household chores. With Bangkok commuters spending upwards of 70 minutes in traffic daily (Bangkok Post), and the rise of dual-income households across the nation, the battle for free time is one that resonates widely. Prior studies affirm that the key to wellbeing is not merely having more resources, but using those resources to relieve stressors and enable connection (Hobfoll, 2001).
The new study by Ashley Whillans and co-researchers, published in 2025, tracks the lives of couples who consciously “buy time” by outsourcing chores and shows this small lifestyle tweak can have significant returns in relationship health. Their findings indicate that when busy couples invest in time-saving services—such as ordering meal kits, hiring a housekeeper, or organizing automatic bill payments—they report markedly higher relationship satisfaction, but only under one condition: if the reclaimed time is spent together intentionally, sharing positive experiences and emotional support.
Quoted in the article, the research team emphasizes, “…couples who spend that quality time together providing each other support and sharing positive feelings are the ones most likely to see improvements in their relationship satisfaction.” This pathway to happiness was shown to be especially significant for those juggling the most stress—a category well-populated in the urban workforce of Bangkok, Chiang Mai, and other Thai cities.
Crucially, the researchers also discovered that less than half of surveyed participants (48 percent) who could have afforded these time-saving services were actually using them to their advantage. This gap highlights a cultural and psychological hurdle: many people feel uncomfortable spending money on tasks they believe they should handle themselves, or they fail to notice the long-term returns on such investments. In Thailand, where frugality and self-reliance are culturally encouraged virtues, some may hesitate to “waste” money on conveniences, not fully appreciating the emotional and relational dividends.
The article draws a parallel to the Thai concept of “namjai” (น้ำใจ)—the spirit of generosity and thoughtful consideration for others, often demonstrated through small acts that create more time together. Traditions such as communal cooking or neighborhood mutual support networks reflect how Thais historically used resources, including time, to nurture bonds. In modern contexts, leveraging technology (like delivery apps or ride-sharing) aligns with these foundational values when it serves to grow connection rather than merely maximize efficiency.
For particularly busy Thai couples, the lessons are practical. Consider ordering groceries online to free up a Saturday morning, then use that time for a shared activity—be it playing sports, relaxing at a café, or simply sitting down to a homemade meal. Even for those on a tighter budget, the study highlights using “social capital.” That might mean asking relatives for childcare support or trading favors with friends, both strategies deeply integrated into “bunkhun” (บุญคุณ, the duty of gratitude in Thai society).
Expert opinion from Thai counselors and family psychologists echoes the research’s conclusion. As one Head of Counseling at a leading Bangkok hospital notes, “Quality time together is one of the strongest predictors of relationship health among the couples we see. Our culture values togetherness, but urbanization and economic pressure make it challenging to prioritize.” Another faculty member from a prominent Thai university’s Department of Psychology observes, “It’s not about luxury, but about intention—how we use the hours we can afford to reclaim.”
In historical context, Thailand’s transition from extended familial living to nuclear households in cities has placed more strain on couples to juggle domestic and emotional responsibilities without the traditional safety net of nearby relatives. The new research points to a way forward: restoring the spirit of close connection through modern means, even if that means spending a little to save a lot—emotionally.
Looking ahead, if more Thai families and couples begin to see time-saving spending less as an expense and more as an investment in relationship health, we may see ripple effects throughout society. Healthier personal relationships are linked to improved mental health, productivity, and even reduced social isolation—issues currently drawing national attention in Thai public health and social policy (Bangkok Post).
For Thai readers, the message is clear: The next time you consider whether to splurge on a food delivery, a cleaning service, or a helper for the afternoon so you and your partner can enjoy some shared downtime, remember you may be making an investment not just in convenience, but in the very fabric of your happiness. For those less able to spend, the creative use of community, favors, and technology can deliver some of the same benefits.
Practical steps include openly discussing as a couple what kinds of shared time feel most meaningful, identifying stress points that could be relieved by outside help, and trying, even occasionally, to trade money or favors for quality time. The long-term payoff, as both research and local wisdom suggest, is a stronger, happier partnership—the kind that supports individuals and enriches the whole community.
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