Generations of men and women since antiquity have been preoccupied with the difficult quest for happiness. Up until modernity, people relied on the gods or God to grant them happiness. In the course of the eighteenth century, happiness became both a secular promise and a moral-political claim relevant to all people. The fairy tale Hans im Glück (Hans in Luck), published by the Grimm brothers in the early nineteenth century, and discussed in this article, provides a telling example of a (...) quest for happiness unconcerned with moral prescriptions and social conventions, in which the hero focuses on his own feelings. Two centuries later, modern men and women find themselves in a predicament. Happiness still tops their private wish list but it seems harder than ever to achieve it, with abundant confusion as to what real happiness feels like. Subjective well-being tends to be distinguished from notions of happiness associated with serene bliss and fulfilment, beyond the limits of modern consumer society. Happiness has been defined as ‘people’s perception of the meaningfulness, sense of purpose, and value of their lives’, thus reintroducing morality and higher principles without, however, excluding hedonistic Hans-in-Luck style choices. (shrink)