In a world driven by ceaseless consumption and material acquisition, it’s time to pause and contemplate for a bit: more doesn’t always equate to happiness. There are countless articles about this topic but there is almost never a solution attached to this endless chase of “things”. More is never enough and this feeling resonates in our contemporary society, where the pursuit of possessions often eclipses the pursuit of genuine fulfillment. Our economies are driven by consumers that never have enough and keep chasing the next thing.
In this article, I will try to explain why an insatiable quest for more is not what you need, and how we can transcend this cycle to become “satisfied consumers”.
So, why do we always keep buying more, and as soon as we have acquired that new thing we don’t even seem to enjoy it anymore but chase the next thing?
The Illusion of More
Imagine a scenario: a rich person in a lavish mansion surrounded by opulent estates in an ultra-rich neighborhood. While it might seem like the pinnacle of success and happiness, the reality can be startlingly different. A paradox emerges – the wealthier you are, the likelier you are to be surrounded by equally or even wealthier people and envy starts gnawing at your contentment. The comparison of one’s own life with that of one’s equally or more affluent neighbors fosters feelings of inadequacy and leads to a constant cycle of comparison and dissatisfaction.
Contrast this with a middle-class individual living in a poor neighborhood. While the material possessions of the middle-class individual might be more modest than that of the rich person, they are the same victim of comparison, however to their content. They are subjectively better off than those surrounding them, which likely makes them happier than the rich person living in an ultra-rich neighborhood, who is “worse” off than their direct ultra-wealthy neighbors.
Possessions often serve as symbols of social status and identity in our society. People may buy items to signal their affiliations, achievements, or aspirations, seeking recognition or acceptance within a particular group or community. However, you cannot equate social status and identity to happiness or fulfillment.
Unraveling the Risk of Comparison
The age-old saying “keeping up with the Joneses” encapsulates a poignant truth: the risk of comparison erodes contentment. Social circles and peer groups can influence buying decisions. People may feel compelled to purchase items to fit in or meet the expectations of others.
When we measure our worth against the possessions and achievements of others, we inadvertently surrender our agency over our happiness. The relentless need to keep pace with external benchmarks strips away our capacity for genuine fulfillment. You won’t find happiness externally, you can only find it internally. At some point, more money won’t fix your life.
High on Dopamine
Take a moment to reflect on your recent purchases. Did that tenth pair of shoes truly offer long-lasting satisfaction and fulfillment? Or were you unwittingly chasing a fleeting burst of dopamine – the brain’s reward neurotransmitter – that momentarily lifted your spirits but left you yearning for the next fix?
Consumer culture is adept at exploiting our dopamine-driven nature. The allure of the shiny and new taps into our primal instincts, promising momentary euphoria but often leaving an emptiness in its wake. The novelty wears off, and the cycle repeats, perpetuating a cycle of insatiable desire and perpetual dissatisfaction. Companies spend billions to keep your attention and know how to fuel or create a new desire in you to convince you that you need that new and totally different thing from what you already have.
We all need to be consumers to some degree and buy stuff. So, how do we navigate the treacherous waters of consumerism to become satisfied consumers?
Embrace Mindful Consumption
Cultivate a conscious awareness of your consumption patterns. Pause before each purchase to ask yourself if it aligns with your genuine needs and values. Mindful consumption allows you to break free from impulsive buying and empowers you to invest in experiences that enrich your life. You can also make up a rule that you are only allowed to buy things that you already have on your shopping list. For bigger purchases, you could define a rule that you are only allowed to buy that thing when you still want it and find it genuinely a good purchase after having considered it for some weeks.
Define Your Values
Shift your focus from what others possess to what genuinely matters to you. Define your values and aspirations beyond material possessions. Align your spending with these values to derive deeper, lasting contentment. Will this really make me happier long term?
Practice Gratitude
Cultivate a daily practice of gratitude. Acknowledge the abundance in your life – the intangible joys, the simple pleasures, and the moments of serenity. Gratitude shifts your focus from what you lack to what you already possess. It makes you appreciate things that you might have taken for granted for the majority of your life.
Experiences Over Possessions
Prioritize experiences over possessions. Engage in activities that bring you joy, feed your passions, and create lasting memories. Experiences enrich your life and create a sense of fulfillment that material possessions can seldom replicate. Experiences create new connections that enrich your life in more ways than just giving you a quick dopamine hit.
Celebrate Others’ Success
Shift your perspective on others’ achievements. Instead of succumbing to envy, celebrate their success and learn from their journey. Embrace a mindset of collaboration and shared growth, rather than competition. Be happy for someone if they got a new purchase they enjoy instead of envying them for it.
In the end, being a satisfied consumer requires a shift in perspective – a departure from the frantic pursuit of more to an embrace of mindful and meaningful consumption. It’s a journey that transcends the confines of materialism, leading us toward an oasis of genuine contentment. You don’t have to become a full-blown minimalist to be a satisfied consumer. There is a space in the middle. It is worth it to free yourself from the pain of comparison and detach from the allure of momentary dopamine hits.
All of us can embark on a path where enough truly becomes enough, and where lasting satisfaction resides in the richness of experiences and the strength of connections we cultivate.