Over the past decade, two facts have become increasingly obvious – that our ever-increasing consumption is wrecking the planet, and that continually chasing more stuff, more food and more entertainment no longer makes us any happier. Instead, levels of stress, obesity and dissatisfaction are spiralling.

So why is our culture still chasing, consuming, striving ever harder, even though we know in our sophisticated minds that it’s an unrewarding route to eco-geddon? New scientific studies are helping to reveal why. It’s our primitive brains. These marvellous machines got us down from the trees and around the world, through ice ages, famines, plagues and disasters, into our unprecedented era of abundance. But they never had to evolve an instinct that said, “enough”.

Instead, our wiring constantly, subliminally urges us: “Want. More. Now.” Western civilisation wisely reined in this urge for thousands of years with an array of cultural conventions, from Aristotle’s Golden Mean (neither too much, nor too little) to the Edwardian table-saying: “I have reached an elegant sufficiency and anything additional would be superfluous.”

Consumer culture ditched all that, though, constructing instead an ever more sophisticated system for pinging our primitive desire circuits into overdrive. It got us to the point where we created everything we need as a basis for contentment. Now it’s rushing us past the tipping point, beyond which getting more makes life worse rather than better. And it’s making our brains respond more weirdly than ever.

Our old wiring may condemn us to keep striving ever harder until finally we precipitate our dissatisfied demise. But, instead, we could learn to practise the comfortable art of “enough” in this overstuffed world. There is a broad armoury of strategies we can adopt to proof our brains against the pressure to pursue and consume too much, to work too hard and to feel constantly inadequate and underprivileged. The most fundamental of these is knowledge: forewarned is forearmed.

The Times

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