I think that point is key: consumption shouldn’t be seen as a substitute for happiness. It’s common form to increase your consumption as more disposable income becomes available. This is a vicious cycle, however, as this enslaves you to the trappings of wealth and moves you away from enjoying the moment and not worrying about who’s wearing what or going where. Not to mention this locks you into a lifestyle you might someday feel stretched too thin to finance but your expectations have normed to it and you’re stuck somewhere you don’t want to be.
What’s more intriguing is that the most successful brands have demonstrated that people don’t buy products because of what those products do, they buy products because of what they can do- or what they envision they can do- with them. Perhaps what’s needed is a redefinition of what can be accomplished without buying something new or feeling attached to some material possession. Sometimes it pays not to spend anything at all and have peace of mind with what you have.
