Material happiness is actually another type of punishment.

Although we mistakenly consider material sense gratification the ultimate reward of life, material happiness is actually another type of punishment, since it entices one to continue rotating in the cycle of birth and death. In the Western countries violent prisoners are placed in solitary confinement whereas well-behaved prisoners are sometimes allowed to work in the warden’s garden or library as a reward. But any position in prison is ultimately a punishment. Similarly, the existence of higher and lower categories of material sense gratification does not explain the living entity’s ultimate reward, which must constitute the natural antithesis of the punishment of material existence. That actual reward is an eternal life of bliss and knowledge in the kingdom of God, where there is no punishment. The kingdom of God is Vaikuṇṭha, or unconditional pleasure. There is no punishment in the spiritual world; it is a place of ever-increasing pleasure.

Source: A.C. Bhaktivedanta Swami Prabhupada (2014 edition), “Srimad Bhagavatam”, Eleventh Canto, Chapter 03 – Text 21.